Suja Juice founder launches all natural luxe cosmetics brand Lawless

By

Cassidy Mantor

Published
Oct 23, 2017

Annie Lawless, the founder of cold-pressed juice brand Suja Juice, has launched a new luxury natural cosmetics line called Lawless.

The new Lawless cosmetics line is branded Natural AF where the AF stands for "always free" of irritating and toxic ingredients. Lawless is specifically free of parabens, phthalates, sulfates, silicones, comedogenic ingredients, polyethylene/PEGs, talc, BHA, BHT, fragrance, benzene, lead, oxybenzone, aminophenol, mineral oil, butylene glycol, methyls, octinoxate, carbon black, chromium, siloxanes, arsenic, aluminum, and petroleums.

"I'm creating a line of truly natural cosmetics that perform, look, and feel just as great as conventional products that we're used to, but without all the harmful ingredients our bodies directly absorb," said founder Annie Lawless. The line is also 100% cruelty free.

The launch range includes eight soft matte liquid lipsticks intended for long wear. The company chose to launch with lipstick since lip products are among the most ingested cosmetics on the market.

In an apparent appeal to millennials, the line's lip shades have been named after celebrities and actors, with names such as Leo, George, Jake, Brad, Ryan, and Dane. The campaign guides customers to select a color based on "who you want to make out with."

Lawless cosmetics will launch online on November 2 at Bergdorf Goodman and Neiman Marcus. It will also launch at the Dallas, TX Neiman Marcus store. Each lipstick retails for $25.

Annie Lawless founded Suja Juice, one of the first cold pressed juice companies. The company was valued at $300M in 2015 after a 50% investment by Coca Cola and Goldman Sachs. At that time Lawless stepped away from Suja to pursue natural beauty in the form of her new cosmetics company.

Lawless plans to expand the cosmetics line to a full range of product offerings in the future.