Natural beauty was the obvious next step for Annie Lawless.
As the cofounder of Suja Juice and a holistic health coach and with her lifestyle blog, Blawnde, Lawless is devoted to living a healthy life, but saw difficulty in applying her wellness approach to her makeup routine, which led to the launch of her namesake natural brand.
“I try to avoid toxins in my daily life as much as I can,” Lawless said. “In an effort to clean out my makeup collection, I went on a quest spending thousands of dollars on all of these natural brands, testing everything I could just to see if I could discover products I loved as much and worked just as well as luxury makeup.”
Annie Lawless for Lawless Beauty.
Through her testing, Lawless became frustrated with the lack of results she saw from natural brands and took matters into her own hands to create a line of natural cosmetics that had the same level of performance as conventional brands.
Even though her brand’s point of differentiation is being 100 percent natural, Lawless knew that wasn’t enough of an incentive to get women to switch over from conventional brands. From her experience with her blog and interacting with