A year after launch, Annie Lawless has developed her namesake natural makeup line into a major player in the color cosmetics space.
One of the founders of Suja Juice, Lawless has always been committed to living a healthy life and came upon the idea for her brand when she couldn’t find natural makeup that equaled the performance, high pigments and long-lasting wear that she was used to with conventional makeup.
Lawless Beauty, a prestige quality natural makeup brand, launched last October with eight shades of its liquid lipstick on its own web site. Now the brand is carried by retailers such as Sephora, Neiman Marcus and Bergdorf Goodman and has grown to new categories, including complexion with 20 shades of its Flawless Finish Foundation and three shades of its Loose Setting Powder, and is entering the eye category with the launch of The One, an 18-pan eye shadow palette priced at $64, on Dec. 1.
Lawless Beauty The One Eyeshadow Palette
Lawless has no plans to stop there. She expects the brand to grow between 300 and 400 percent next year thanks to product launches and distribution expansions. Lawless already has a slew of launches set for 2019, including additions in the complexion and lip