Who doesn’t ingest a bit of lipstick with each wear? With that in mind, all Lawless formulations are developed with naturally-derived ingredients.
 
The San Diego-based company insists that it sources natural plant-derived emollients, naturally-occurring mineral waxes and skin-conditioning solvents to provide a “truly natural” formula with full-coverage staying power. The collection recently debuted with eight soft matte liquid lipsticks ranging from nude to red.
 
Founder Annie Lawless is best known for her http://blawnde.com/ website and cold-pressed juice company Suja. An entrepreneurial force in the wellness space, she is a certified holistic health coach and was recognized on Forbes 30 Under 30 for her notable accomplishments in the wellness industry. Through her Blawnde blog, she shares makeup, fashion and travel tips.
 
In 2015, after an investment from Coca-Cola and Goldman Sachs that valued Suja at $300 million, Lawless decided to step down from her active role in the company to pursue another one of her passions: beauty. She will always be connected to the brand as co-founder, but no longer has her hands involved in the day-to-day decisions. It’s all about beauty for this entrepreneur!
 
 “I partnered with a lab for product development to source natural ingredients from around the world,” she told Happi. “Our goal is to create natural, cruelty-free products that feel, look, and perform the same, if not better, than conventional brands. We have sourced some amazing ingredients that mimic the same effects of the ingredients in conventional formulas so our products perform the way we want them to.”
 
Lawless formulas are said to be lightweight, long-wearing, hydrating liquid lipsticks that dry to a soft matte finish, wear comfortably and fade naturally without flaking or crumbling.  Each lipcolor will be sold individually at $25 each exclusively at LawlessBeauty.com.
 
Expect more products to follow.
 
Lawless added, “I enjoy the ritual and self-care aspect of applying makeup daily, and beautiful products are a big part of that. I plan to create a full range so women can have it all, the way it should be.”
 
Lawless specifically chose to start her line with liquid lipsticks as lip products are some of the most commonly-ingested cosmetics. It’s also an ode to keeping natural makeup on par with beauty trends without compromising ingredients and results.
 
It’s what’s inside counts, according to the company founder.
 
“At Lawless, we are silicone-free, (and) use plant-derived emollients to provide an innovative and safer green solution to silicone gels. These ingredients add slip, glide, emolliency and spreadability to our formula for a silky and luxurious texture,” said Lawless.
 
To avoid an overly drying finish on the lips, formulas contain ingredients like dicaprylyl carbonate and caprylic capric, which are skin conditioning agents, emollients and solvents, according to Lawless. Caprylic capric is derived from coconut oil and glycerin and is an excellent hydrator to the lips because its mix of fatty acids holds in moisture while replenishing the surface of the skin.
 
“We went through a lot of research and development to combine these ingredients into a formula with a silky texture and smooth gliding capability for comfortable and long-wear results,” she added
 
According to Lawless, its soft matte liquid lipsticks are just the beginning!
 
She told Happi, “I have many more products in the works that will help create an entire makeup routine dedicated to making you feel sexy and beautiful, using naturally-derived ingredients. In 2018, I have 15 shades of foundations planned followed by a release of 12 shades of concealer, loose setting powders, highlighters and eye products!”