Lawless Beauty is expanding its color cosmetics line with foundation.
The all-natural, prestige quality color cosmetics line launched in October with a collection of eight liquid lipsticks. Now founder and chief executive officer Annie Lawless is adding a full-coverage, silicon-free foundation, called Woke Up Like This Flawless Finish Foundation, to her product lineup.
“I started with the lips, but my intention has been to have a full range of makeup,” said Lawless, who also cofounded Suja Juice. “It’s been incredible to see the responses [to the brand], the excitement over clean beauty and how many women are craving this type of [natural] product. I didn’t expect such a positive response because conventional makeup has been the main focus.”
When deciding on what kind of foundation to create, Lawless saw a white space among natural color cosmetics lines for a full-coverage foundation. Most foundations she saw gave a light, natural coverage, but she wanted to create a foundation that is buildable and geared toward the makeup-obsessed consumer.
“Foundation is universal,” she said on why she chose foundation as her second launch. “It can touch the most people in terms of appeal and it’s the most intimately in contact with your skin.”
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Woke Up Like This Flawless Finish Foundation comes in 20 shades that each address skin undertones, so customers can find a shade that matches closely to their skin tone. The noncomedogenic formula includes natural ingredients, like abyssinica, grape seed and jojoba oils, that are said to moisturize, repair and protect the skin while delivering the full coverage.
When asked how she’s seen the natural makeup category evolve, Lawless said: “Color cosmetics aren’t as easy to formulate clean and still have that efficacy. It’s not as commonly found like it is in skin care. It’s a whole new category that’s rising. We’re on the brink of what will be an explosion in the next couple of years.”
Next for the brand, Lawless is expanding the face category with loose-setting powders to be released in the next few months. In the fall, she will be launching a product in a new category for Lawless Beauty.
Woke Up Like This Flawless Finish Foundation, priced at $46, will launch on the brand’s e-commerce site on June 1 and on sephora.com on June 5.