From successful juice line to juicy lipstick
Entrepreneur Annie Lawless might just be able to do it all. The founder of the successful Suja Juice is also a New York Times bestselling author, a certified health coach, yoga instructor and was named in the 30 under 30 list by Forbes magazine.
After a 50% investment from Coca-Cola and Goldman Sach’s (valued at $300 million), Lawless is moving on from Suja and forging new territory with her cosmetics line, LAWLESS, debuting with a line of kissable liquid lipsticks.
The seductive line comes in a range of eight colors that ask “Who do you want to make out with?” Answers include color choices like a nude-colored Leo, a pink Jake, or a metallic rose gold Ryan.
LAWLESS is designated AF — or “always free” — of a range of toxins common in many cosmetic products on the market. In her research, Lawless discovered a number of alarming statistics, including data from the American Journal of Public Health which found that some 64% of the chemicals applied to the face are absorbed. Some of these ingredients are known to be hormone and endocrine disrupters and linked to the formation of various cancers.
Lawless is dedicated to keeping these chemicals out of her cosmetics, as well as providing a line that is 100% cruelty free.
PACIFIC recently caught up with the busy trailblazer to get the inside scoop on her latest business venture and what’s next in the LAWLESS line.
PACIFIC: You’ve built an empire from juice, how did you decide to start there and not with cosmetics?
LAWLESS: My first business started with juice because that is what I was doing personally at the time. Since I have Celiac disease, juicing was a great way for me to get all my vitals and nutrients. We slowly rolled out a home-delivery juice service, which quickly grew to become Suja. I believe everything works out for a reason. Now, starting my second business with LAWLESS, I have so much more knowledge on what it takes to run a successful company. Makeup is a major passion of mine so I’m excited to finally offer women a safe, non-toxic solution.
Why lipsticks as the first release? Is it your favorite makeup essential?
I decided to start with a lip product because that is one of the most commonly ingested cosmetics. With that in mind, I wanted to create a longwearing, highly pigmented lipstick that was completely natural, but didn’t compromise on final look or feel. I also wanted to launch with a liquid lipstick because that is what is trending right now in the beauty world! It was important for me to show that natural makeup can be cool, sexy and fun too.
Top lipstick tip?
Before applying your lipstick, make sure your lips are sufficiently moisturized — you need a good base before applying product. I love a good lip scrub to keep my lips soft. My favorite trick with my opening liquid lipstick collection is putting a bit of Ryan (he’s our rose gold metallic shade) in the center of my lips to make them pop.
Many people aren’t aware of what’s in their cosmetics or shop by brand and price, ignoring the ingredients. How important was it to get the word out about natural and nontoxic ingredients, and the list of things that aren’t in your products?
More studies are coming out showing how many awful ingredients there are in cosmetics. I am a makeup girl but I also practice a healthy and natural lifestyle. There was such a disconnect in my daily health practices and the products I was applying and using daily. I figured I couldn’t be the only woman with this struggle. LAWLESS is completely natural AF (meaning always free) of carcinogenic, toxic, hormone and endocrine disrupting ingredients, as well as ingredients that have been linked to the formation of certain cancers. Any synthetic ingredients we use in our formulas are naturally derived to help create beautiful, non-toxic products that look, feel, and perform at the level you need and expect them to.
What’s next in the line?
There is so much more to come in 2018. LAWLESS will launch 15 shades of foundations in the spring followed by 12 shades of concealers and loose setting powders. LAWLESS will be a full range of all-natural cosmetics so be on the lookout for more.
Where are you from in San Diego?
I’m originally from Arizona, but am so lucky to call La Jolla my home.
Do you practice a certain natural diet?
I have Celiac and am lactose intolerant, so I have no gluten or dairy in my diet. I tend to skew toward a high-fat diet with lots of fish, avocados, olive oil and eggs mixed in with lots of veggies and some red meat.
Favorite all natural place to eat locally?
My favorite place to eat in San Diego is the Pony Room at Rancho Valencia. It’s my favorite date night spot with my husband. They have so many delicious, healthy and elegant options.
LAWLESS liquid lipsticks are $25 and can be purchased at lawlessbeauty.com neimanmarcus.com and bergdorfgoodman.com. Follow along with the new cosmetic line on Instagram at @lawless.
Sign up for the Pacific Insider newsletter
You may occasionally receive promotional content from the Pacific San Diego.