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.”[caption id="attachment_11027328" align="alignnone" width="380"] Annie Lawless for Lawless Beauty.[/caption]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 other influencers, she saw that women are attracted to trendy products and nice packaging in addition to performance, so she wanted to offer products that had the luxurious feel of other prestige brands.“I care about my health and what I’m putting on my body, but I also want to see innovation and cool products,” she said on combining the natural and trendy aspects together in her brand. “My strategic vision is to create a brand that has this added natural benefit and that is a completely feel good product. I want to position it as just a really great brand alongside all of these other conventional makeup brands that everybody already knows and loves.”Lawless’ marketing strategy will primarily take place on social media. The brand is teaming up with various YouTubers and influencers for how-to videos and Instagram Stories to show how the products work. On the brand’s own social media platforms, educational materials, like research and studies from credible organizations and research-driven articles, will be available for consumers to learn about the benefits of switching over to natural cosmetics.Launching on Oct. 23 on her web site, Lawless Beauty will first offer eight matte liquid lipsticks priced at $25 each. Seeing the rise in popularity of liquid lipstick, Lawless saw this as an opportunity to have a buzzy launch that resonates with young consumers. She also stated that lip products are one of the most commonly ingested cosmetics, so she wanted her brand to offer a safer alternative. The products are infused with natural ingredients like plant-derived emollients, sambucus nigra fruit extract, and ozokerite, which is a vegan wax.For the future of natural beauty, Lawless sees the category evolving similarly to the health foods movement. “In the last 10 years, the whole health foods movement really exploded and it evolved into this trendy thing and young people became aware of what they were putting into their body,” she said. “I think with makeup it’s just really beginning. People will start seeing natural beauty as a cool and trendy thing to get into because it’s good for you, and brands are doing really cool stuff that adds that chic sex appeal into a category that really needs it.”Lawless Beauty’s initial launch will take place on the brand’s e-commerce site. Early next year, the brand will introduce 15 shades of foundation, 12 shades of concealer and loose setting powders. In the summer, the brand will add highlighters and eye products. The brand is also in talks to add retail distribution next year.The brand estimates retail sales for its first year on the market will be $25 million.
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion
@longchamp, which marks its 70th anniversary this year, just opened its biggest U.S. store on Manhattan’s Fifth Avenue. On the lower level there’s a floor-to-ceiling display of the brand’s iconic Le Pliage bag – in all of its different colors, shapes and sizes. Customers can also have their product personalized in-store by imprinting names, initials or emblems. #wwdfashion (📷: @ericmtownsend)
“Whenever I’m in that place of sound and music, I don’t have fear or nervousness…This album has a lot of themes of courage and boldness and I want to be the soundtrack for people’s lives. I’ll be so happy if [my songs] evoke strength in people, which I know music has done for me,” says @kimbramusic of her newest album “Primal Heart.” The New Zealand-born singer sat down with WWD to talk about her music, newest tour and connecting with hear fans — read more on WWD.com #wwdeye (📷: @jilliansollazzo)
Luxury handbag resale company @rebagofficial is planning to sell a rare collectible for $70,000: the @hermes White Crocodile Himalayan Birkin. The exclusive Birkin sold for about $100,000 in 2008, when @davidbeckham bought one for his wife @victoriabeckham to add to her collection. Read more about the rare Birkin on WWD.com #wwdaccessories
With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)