Suja Juice Founder Debuts Lawless, a New Line of Natural Liquid Lipsticks

Pure AF

That’s the tagline for Lawless, a luxe pure cosmetics model — launching immediately — that’s “at all times free” of poisonous elements. Created by Annie Lawless, the founding father of mega juice model Suja, Lawless was a pure subsequent step for this entrepreneur. After promoting fifty % of Suja in 2015 (for 300 million {dollars}, NBD), Lawless, a self-proclaimed magnificence lover, needed to maneuver into one other space of well being and wellness and create one thing that was lacking in her personal life — high-end, pure make-up. “Individuals requested me on a regular basis why I wasn’t utilizing pure make-up,” she explains. “I’d tried all of it, however I at all times needed to sacrifice issues like long-wearing functionality, or pigmentation, or having, cool fascinating merchandise, like palettes and highlighters. I knew there was a requirement for an excellent model to come back alongside that wasn’t simply pure, however a tremendous make-up model that labored.”

Danny Desanti

After partnering with a lab (which offers solely with pure and natural merchandise) earlier this yr, Lawless started the creation course of, experimenting with and testing varied totally different formulation. The “pure AF” tagline got here from the need to be clear and clear with clients: “We did our due diligence in order that you understand there are not any elements it’s a must to fear about,” she says. The whole line is freed from carcinogenic, hormone, and endocrine disrupting elements; what you’ll discover as an alternative are, “cutting-edge elements that can step up pure make-up in order that there’s no sacrificing the standard,” Lawless provides.

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