A clean beauty brand known for high-performance, full-coverage makeup that marries safe ingredients with a glamorous aesthetic.
ORIGIN
USA
PRICE TIER
premium
Launched in 2017 by Annie Lawless, a health-and-wellness entrepreneur and co-founder of Suja Juice, Lawless Beauty was born from her personal need for high-performance makeup that adhered to clean ingredient standards. Rooted in a philosophy of creating makeup without compromise, the brand rejects the sheer, minimal look often associated with the clean category, instead focusing on full-coverage, long-wearing, and richly pigmented products for a 'glam' finish. The brand's mission is to provide makeup lovers with products that are as effective and luxurious as their conventional counterparts, but are formulated without potentially harmful ingredients, a commitment it calls 'Clean AF' (Always Free).