For Annie Lawless, health is not just about what you put in your body; it’s also about what you put on your body. Long an advocate for natural products, Annie arrived on the health scene when she cofounded Suja Juice in 2012 to bring organic cold-pressed juice to the masses. Now she’s extended her mission to beauty with a line of makeup products made using clean, nontoxic ingredients. Launched in 2017, Lawless Beauty is all about being “Clean AF,” where “AF” means “always free” of carcinogenic, toxic, and hormone- and endocrine-disrupting ingredients. From soft matte liquid lipsticks and flawless finish foundations to translucent talc-free loose setting powders already sold in Sephora stores, you can expect Lawless Beauty to deliver gorgeous looks with health in mind. And she’s only just beginning to build her empire.
Why is offering “Clean AF” makeup so important to you?
It’s important for me to spread awareness about the harmful chemicals and toxins ridden in a lot of conventional makeup brands on the market. Our skin absorbs most of what we put on, so it’s essential to keep the ingredients clean for total body health, without compromising our makeup’s performance level.
What’s been the response to offering this line of makeup?
It’s always a challenge at first convincing people to step away from their “Holy Grail” products and brands they’re used to. The reaction and support for Lawless has been amazing. People truly understand our core mission of providing clean, toxin-free cosmetics that are on par with, if not better than, conventional products.
What was your experience like with makeup growing up?
Growing up, I suffered from chronic eczema due to my Celiac Disease. After changing my diet, I became super aware of the fact that what was going in and on my body affected my mood and overall health. I realized there was a major need for cosmetics using natural ingredients, while still being chic, sexy, and effective.
What is your beauty routine today?
I start with a natural lip scrub, then put on light moisturizer. I use Woke Up Like This Flawless Foundation (I’m in the shady Arizona) and my Seal The Deal Loose Setting Powders for my base. Depending on my mood or what my day plans are, I’ll do a fun or dramatic eye with eyeshadow and liner.
Did you always want to launch a beauty brand?
I always believed in being truly passionate about the work I put out. Beauty and makeup have always been a huge part of my life, and it’s always been a dream to come out and create my own cosmetics brand.
How does Annie Lawless begin her day in the morning?
A million things go through my head about things I need to get done—emails, contracts, new formulas, etc.—but I always like to take some time in the morning to relax, breathe, and meditate so I start my day with a clear mind and prioritize the tasks I need to get done.
What’s the single hardest thing you’ve encountered about building your brand?
By building Lawless from the ground up, I’ve learned there are so many different moving parts to growing a business and a brand. Whether it’s the manufacturing, the packaging, the production, or the shipment fulfillments, the timeline to execute these parts to create the whole vision has been the most challenging obstacle I’ve had to overcome.
What has been your favorite part of this process?
Seeing Lawless from conception to what it is now has truly been my proudest accomplishment. I feel so fortunate to be combining my two passions—beauty and wellness—and meeting so many other inspiring entrepreneurs in the beauty community.
What are you most proud of in your career so far?
Getting Lawless into Sephora stores was really surreal. I’ve always relied on Sephora to provide tried and true makeup brands, so to be a part of the family feels amazing—and it’s only the beginning.