Makeup is sexy. Makeup is transformative. Makeup is art. And now, makeup is safe too. Changing the game of natural makeup as we know it, today marks the official brand launch of LAWLESS, a new luxe natural cosmetics brand boasting all naturally derived ingredients with full-coverage long-lasting power created by Annie Lawless.
All LAWLESS products are Natural AF, meaning "always free" of carcinogenic, toxic, hormone and endocrine disrupting ingredients with promised long-lasting full-coverage performance, creating a new luxury category in the natural makeup space.
According to health research, 64% of chemicals placed on our skin is absorbed1, and absorption rates on our face or scalp are 5-10 times higher than other parts of our body2. With these facts in mind, all LAWLESS formulations are developed with naturally derived ingredients. There are no silicones, parabens, chemical preservatives, or components that have been linked to the formation of certain cancers. LAWLESS sources natural plant-derived emollients, naturally occurring mineral waxes, and skin conditioning solvents to provide a truly Natural AF formula with actual full-coverage staying power.
LAWLESS opens with a high-end line of 8 natural soft matte liquid lipsticks in eight highly pigmented universally flattering shades ranging from peachy nudes to deep reds. Formulated to be a lightweight, long-wearing, hydrating liquid lipstick that dries down to a soft matte finish. This formula wears comfortably and fades naturally without flaking or crumbling.
Founded by Annie Lawless, an entrepreneurial force in the wellness space, Annie is a founder of one the largest organic cold-pressed juice companies, Suja Juice. She is a certified holistic health coach and is recognized on Forbes 30 Under 30 for her notable accomplishments in the wellness industry. Annie is also the creator of Blawnde, a beauty and wellness blog sharing makeup tips, fashion, travel, and more.
In 2015, after an investment from Coca-Cola and Goldman Sachs in 50% of Suja at a valuation of $300M, Annie decided to step away from the company to pursue another one of her passions: beauty. True to her entrepreneurial spirit, Annie developed and launched LAWLESS to carve a new luxury natural category in the cosmetics industry.
"I'm creating a line of truly natural cosmetics that perform, look, and feel just as great as conventional products that we're used to, but without all the harmful ingredients our bodies directly absorb. Quality of ingredients and innovative formulations are a core focus to guarantee all components are actually natural and deliver the results we want for full-coverage, long-lasting makeup. I enjoy the ritual and self-care aspect of applying makeup daily, and beautiful products are a big part of that. I plan to create a full range so women can have it all, the way it should be," said Annie Lawless.
With plans to expand to a full cosmetics line in 2018, LAWLESS specifically chose to open with liquid lipsticks as lip product is one of the most commonly ingested cosmetics. It's also an ode to keeping natural makeup on par with beauty trends without compromising ingredients and results.
With long-wear guaranteed, the opening soft matte liquid lipstick line is make-out approved. With shades named after boys ranging from soft and peachy nudes named Cameron, Leo, George to blush pinks and deep reds named Jake, Brad, Ryan, Romeo and Dane. You get to decide who you want to make out with. LAWLESS liquid lipsticks are buildable, hydrating and dry down within one to two minutes for a smooth and pigmented finish.
All LAWLESS products are 100% cruelty free and utilize all naturally derived ingredients to create beautiful, non-toxic products that look, feel, and perform at the highest level.