Why Lawless Beauty Founder Annie Lawless Won’t Compromise Between Clean and Full-Coverage Glam

Annie Lawless

In The PathTM, we spotlight different women making a difference in the fashion, beauty, wellness, medical aesthetics, and more industries. Here, clean beauty guru, Annie Lawless, shares her road to success. 

Annie Lawless refuses to sit on the sidelines of life. At just 32 years old, she’s already launched a successful company, Suja® Juice. The small, home-delivery operation out of San Diego evolved into a booming juice business backed by Coca-Cola® and Goldman Sachs®. Now, the entrepreneur, who made Forbes® 30 Under 30 list in 2016 and earned the title of New York Times® best-selling author, has set her sights on the beauty industry. She’s parlayed her passion for health and wellness into a clean makeup line: Lawless® Beauty. The founder, a self-proclaimed product junkie who ascribes to a full-throttle makeup aesthetic at all times, is on a mission to change people’s perception of clean beauty. It sounds like a lofty goal, but if there is anyone who has the drive to get it done, it’s Lawless. 

“There's not a world where I go makeup-free, and I don't really have a ‘light’ makeup look,” she says proudly of her personal stance on glam. Her unapologetic attitude has resulted in the development of full-coverage foundations and pigment-packed eyeshadows that are branded as being “clean AF.” (Essentially, the brand’s millennial-friendly motto translates to “always free of carcinogenic, toxic, hormone- and endocrine-disrupting ingredients.”) When it comes to clean cosmetics, Lawless doesn’t believe in sacrificing performance or payoff. Instead, she’s decided to “get in the game” — which is also her daily mantra — and win with selfie-friendly formulas that put safety first.

Here, Lawless provides a sneak peek at what’s next in the pipeline and explains why she reserves her “secret single behavior” for her Beverly Hills bachelorette pad.