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Annie Lawless Talks Lessons From Business of Beauty

Even with one business under her belt, Annie Lawless has learned beauty is not an easy industry to be in. “Anyone that starts a brand will tell you it’s really freaking hard,” said Lawless, who founded Lawless Beauty two years ago. “It’s still hard for us. I have meltdowns all the time. You have to constantly come back to your true north, what your vision for the brand is, and that’s not always easy.” Despite admitting that beauty is now “such a saturated space,” as seemingly every celebrity and influencer has some kind of product line, Lawless’ vision for the brand is still relatively unique. Lawless Beauty is a “clean” line of true color cosmetics, meant to be high-performing product for the woman who isn’t into the “no makeup makeup” look. Lawless started the line about a year after stepping away from Suja, the juice company she cofounded and left shortly after Coca-Cola took a minority stake. “I saw this lack of efficacy when I wanted to switch to clean beauty,” Lawless said. “But it was not for the makeup girl.” In two years, Lawless has gone from lipstick to foundation and expects to add more products next year, doubling her assortment. She also

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