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.
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)
Breaking News: @hedislimane joins @celine as its new artistic, creative and image director. One of fashion’s preeminent image-makers and trendsetters, Slimane is to join the LVMH brand on Feb. 1 and unveil his first fashion proposition for men and women next September during Paris Fashion Week. It marks a major homecoming for Slimane, who cemented his reputation – and influenced men’s tailoring for more than a decade – as the designer of Dior Homme between 2000 and 2007. He went on to reinvent and ignite the house of Yves Saint Laurent, which he rechristened Saint Laurent, between 2012 and 2016 – all the while maintaining a close relationship with the Arnault family, which controls LVMH and Dior. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
“Personally I believe the Eighties have been the richest and more vivacious period for international fashion,” Giorgio Armani said when asked what his favorite decade of fashion is. It was a moment of disruption and experimentation and only thinking back to the first years of that decade is always an emotion for me, for what they have meant to me and my work.” The influence is clear in @giorgioarmani spring 2018 collection, pictured here, which was full of bright colors and unexpected prints. Read more about which decades designers loved most on WWD.com #wwdfashion #wwddecades (📷: @aitorrosasphoto)
For Lady Gaga’s only Italian show on her “Joanne World Tour,” the singer wore a range of @versace_official outfits. The standout piece: this custom-made bodysuit inspired by the brand’s spring 2018 collection. #wwdfashion (RG: @ladygaga)
@_camillaruth_ is expanding on the wellness-craze concept with @westbourne – a new NYC restaurant that’s both a healthy-minded café as well as a business that gives back to the community. Marcus works with the Robin Hood foundation to give back to The Door, a non-profit providing youth development services, and also hires employees through The Door. Read our full interview with Marcus on giving back through food on WWD.com. #wwdeye (📷: @lexieblacklock)