Annie Lawless Talks Record Growth Year, Product Expansions at Lawless Beauty

Despite the challenges brought on by the ongoing pandemic, Lawless Beauty had a milestone year in 2021, with major product launches, new hires and distribution expansions that have brought on record growth.

Welcome to Artist Spotlight #75 series on my blog.

Brand founder Annie Lawless is continuing that momentum into the new year, starting with the brand’s second skin care-oriented launch, the Forget the Filler Overnight Lip Plumping Mask, which is available now for $21.

The lip mask is the latest product extension from the Forget the Filler franchise, which debuted last January with the Plumping Lip Gloss that’s blended with an ingredient called Maxi-Lip. In clinical trials, the ingredient is said to increase the lip’s volume by 40 percent and hydration by 60 percent. Lawless explained that the product instantly became the brand’s hero product, outperforming sales projections by 1,000 percent and becoming one of the top three best-selling lip glosses at Sephora.

Even if you put your [face] mask on and you can’t see your gloss or it rubs onto your mask, that ingredient being on your lips is the goal,” Lawless said about the product’s popularity during the pandemic. “Over time it does really improve and enhance your own lip appearance and lip volume.”

Maxi-Lip is also the key ingredient in the new overnight lip mask, with the product using 50 percent more of the ingredient than the lip gloss.

Lawless explained that running the clean beauty brand through the pandemic has made her reassess what kinds of products she wants the brand to offer and what kinds of benefits she and her customers value.

What COVID-19 has done is it’s made me think way more about the way makeup looks, but what it’s doing for me when it’s on,” she said. “I don’t necessarily need to be wearing makeup all the time anymore. I’m not going to be seeing people most days, which I hate to admit, but that’s the truth, so if I’m going to put makeup on to feel great, is it doing something for me? Is it good for my skin? Is it going to enhance my collagen production?

The lip gloss’ success coupled with other big product launches led to a record year for Lawless Beauty, with sales in the high triple digits at Sephora and its own website. Lawless Beauty is also one of the fastest-growing brands at Sephora and is outpacing Sephora’s makeup growth, according to Lawless Beauty.

Lawless Beauty also expanded to QVC last June, which has introduced a new set of customers to the brand. The brand outpaced sales projections on QVC in its first year by 22 percent.

I’ve had such a great time connecting with the audience and people that have never accessed the brand or tried us, but then saw it because they’re regular QVC watchers who buy most of their beauty on QVC,” Lawless explained. “We’re able to access a different audience and a different geographic location and see what they respond to because some of the products that work really well at QVC work OK for us at Sephora and vice versa. It’s just been great to learn about a new customer.”

For Lawless, the connection with customers has always been an important factor in how she operates the brand and her own social media platform. Although she has over 200,000 Instagram followers, Lawless doesn’t consider herself a social media influencer, but rather uses her platform to give an inside look at her daily life as a mother and brand founder and show behind-the-scenes moments from Lawless Beauty.

I know the term influencer gets thrown around all the time, but I’m definitely not an influencer in the sense that I don’t blog for my job and I don’t do brand partnerships,” she said. “[Lawless Beauty] can really do all of the technically digital savvy things where I can just post content that you can’t get. You can go to Sephora to the thumbnail and see a model applying the gloss, but I can show you how it looks on me this morning. I think that’s the nice thing about having my own separate channel versus having this big influencer brand community. I don’t have any pressure on my account and I can just post whatever, whenever. It just gives people other ways to see the products in a more real-time everyday way.

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WWD

11 Cult Favourite Drunk Elephant Skincare Products

While Drunk Elephant originally started as a skincare brand, the company has since expanded its product line into the body and makeup categories — and most recently, hair care. As always, you can rest assured that each product is designed to keep your skin (and now hair) healthy, nourished, and radiant, thanks to the innovative vitamin-, antioxidant-, and mineral-infused formulas.

There’s plenty of praise to be sung for this brand, and a long list of products to choose from. If you’re new to Drunk Elephant or already a fan and looking to try the latest launches, I’ve narrowed down several — 11, to be exact — of the top picks that I think are worthy of a spot in your routine. 

B-Hydra Intensive Hydration Serum

Applying serum before your moisturizer is one of the easiest ways to keep your skin looking and feeling healthy since many are packed with highly concentrated doses of active ingredients. The B-Hydra Intensive Hydration Serum features a lightweight formula containing brightening pineapple ceramide and hydrating vitamin B5. It’s also infused with sodium hyaluronate, which cosmetic chemist Kelly Dobos tells Allure is “very effective for plumping lines.” 

$48 (Shop Now)

C-Firma Vitamin C Day Serum

The Best of Beauty Award-winning C-Firma Vitamin C Day Serum is another great option. The vitamin C- and antioxidant-rich serum repairs sun damage. It also features pumpkin ferment and pomegranate extract, both of which help to dissolve dead skin cells, thus reducing the appearance of pores and overall dullness.

$80 (Shop Now)

Umbra Sheer Physical Daily Defense SPF 30

You already know the importance of wearing sunscreen daily (even indoors), but with so many options on the market, it can be challenging to narrow it down. The ultra-lightweight Umbra Sheer Physical Daily Defense SPF 30 pretty much eliminates the guesswork. It’s designed for — you guessed it — everyday wear. The editor-favorite sunscreen has won an Allure Readers’ Choice Award three consecutive years in a row, and it’s easy to see why. The creamy, silicone-free formula is ideal for even the most sensitive skin types and contains 20 percent zinc oxide (to protect the skin from harmful UV rays), as well as antioxidant-rich algae, sunflower sprout extracts, and raspberry seed oil. 

$34 (Shop Now)

A-Passioni Retinol Cream

A-Passioni Retinol Cream picked up a 2020 Best of Beauty Award after one Allure editor credited the product for reducing hyperpigmentation and breakouts. Retinol is one of the most versatile, dermatologist-lauded skin-care ingredients and can do just about anything, including brightening skin, reducing wrinkles, and minimizing breakouts. That said, it’s an all-around win for a range of skin concerns. 

$74 (Shop Now)

T.L.C. Sukari Babyfacial

With professional facials few and far between these days, the T.L.C. Sukari Babyfacial at-home peel is a more-than-suitable substitute. It’s designed for weekly use and is formulated with 25 percent alpha hydroxy acids (AHAs) like glycolic, tartaric, lactic, and citric acids — and two percent beta hydroxy acids (BHAs), otherwise known as salicylic acid. These chemical exfoliants eliminate dead skin cells and smooth texture. The creamy, non-traditional formula will leave your skin feeling fresh, clean, and rejuvenated. No wonder it won a Best of Beauty Award.

$80 (Shop Now)

Virgin Marula Luxury Face Oil

Once you’ve smoothed skin over with a peel, top it off with the brand’s moisturizing Virgin Marula Luxury Face Oil. It’s a pure one-ingredient oil packed with skin-restoring and vitamin E-infused marula seed oil to protect against free radicals and pollution. 

$72 (Shop Now)

Slaai Makeup-Melting Butter Cleanser 

The Best of Beauty-winning Slaai Makeup-Melting Butter Cleanser is chock-full of soothing fruit extracts and oils including marula, baobab, and Kalahari melon seeds to keep skin moisturized and nourished. The oil-based cleansing balm also features bamboo and charcoal powders to gently exfoliate dead and dry skin.

Lippe Balm

Drunk Elephant’s Lippe Balm is especially ideal for the winter months when many of us suffer from dry, dehydrated, and chapped lips. The buttery balm is also made with moisturizing avocado oil, which is rich in fatty acids, along with mongongo oil to keep skin smooth, and hydrating peptides. 

$18 (Shop Now)

D-Bronzi Anti-Pollution Bronzing Drops

For a natural-looking, all-over glow in any season, try the antioxidant-rich D-Bronzi Anti-Pollution Bronzing Drops. The lightweight formula is infused with soothing cocoa extract, fine line-eliminating peptides, rejuvenating vitamin D, and vitamin F (fatty acids), the latter of which promotes a healthy skin barrier. 

$36 (Shop Now)

E-Rase Milki Micellar Water

If you’ve yet to dive into the greatness of micellar water, you’re surely missing out. The beloved, ultra-gentle cleaning format gently grabs dirt, tones skin, and removes makeup all at the same time — and all without stripping or harming the skin. The hydrating, non-irritating E-Rase Milki Micellar Water offers a milky formula with nourishing omega fatty acids. “This is a great ceramide-based micellar water that’s perfect for removing makeup pre-wash,” board-certified dermatologist Deanne Mraz Robinson previously told Allure.

$28 (Shop Now)

Wild Marula Tangle Spray

Knots won’t know what hit ’em when the Wild Marula Tangle Spray makes contact. The leave-in treatment works three-fold to detangle, condition, and act as a heat protectant, thanks to moisturizing sacha inchi and pracaxi seed oils. Strengthening amino acids, on the other hand, will help prevent breakage-induced dryness that can settle in during colder winter months. 

$25 (Shop Now

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The Best New Skincare Products Hitting Shelves In May

Sun Bum Mineral SPF 30 Sunscreen Spray

Sun Bum’s Mineral Sunscreen Spray makes applying SPF easy. Its spray nozzle effortlessly coats skin with just one spritz — just apply 15 minutes before you’re exposed to the sun and then reapply every two hours while you’re out and about. The formula is made mineral-based and made of zinc oxide, but don’t worry about any white cast issues, this formula is basically invisible. Once the sunscreen is all evenly applied, make sure you pat it in to ensure it’s fully absorbed and ready to protect.  

$18 (Shop Now)

Sara Happ Lip Elixir Intensive Treatment

Reapplying lip balm to avoid chapped lips can require constant vigilance, but not anymore. Sara Happ (a long-time favorite brand known for its lip scrubs) just launched its first lip balm-gloss hybrid. Created with hyaluronic acid, this lip treatment makes lips feel smooth and soft.

$34 (Shop Now)

Peter Thomas Roth Water Drench Broad Spectrum SPF 45 Hyaluronic Cloud Moisturizer

Since Peter Thomas Roth’s Water Drench Cloud Moisturizer was such a success when it first launched years ago, the brand finally formulated a version of the iconic cream with sunscreen. This non-greasy moisturizer shields skin from the sun while hydrating with hyaluronic acid, so get ready to have skin that’s protected, hydrated, and soft as a cloud.

$52 (Shop Now)

Kate Somerville Delikate Recovery Serum

The Kate Somerville Delikate Serum is ideal for those who have sensitive skin. Its lightweight formula is made with cucumber seed oil to help calm and soothe redness, as well as ceramides to help protect and strengthen the skin’s barrier.

$85 (Shop Now)

Ole Henriksen 3 Mega Wonders

Ole Henriksen is bringing together three of its game-changing products to create the ultimate kit: 3 Mega Wonders. Included here is the Glow2OH Dark Spot Toner, the Banana Bright Vitamin C Serum, and the C-Rush Brightening Gel Crème, three products that work together to give your skin a serious glow. Stick with this trio and you’ll have hydrated, radiant skin in no time.

$74 (Shop Now)

Kylie Skin Sugar Lip Scrub

When I found out Kylie Skin was launching a lip exfoliator, I thought, It’s about time the queen of lip kits dropped a prepping product. This formula is made with a mix of nourishing oils (jojoba and grape seed) and vanilla-scented sugar, which leaves lips soft, kissable, and hydrated after a gentle scrubbing.

$20 (Shop Now)

Saturday Skin Wide Awake Brightening Eye Cream

Perfect for all skin types, Saturday Skin Wide Awake Brightening Eye Cream is a lightweight undereye cream formulated with avocado to improve hydration and date seed extract to give the eye area a subtle glow. 

$46 (Shop Now)

Thrive Causemetics Moisture Flash Active Nutrient Toner

Thrive Causemetics Moisture Flash Active Nutrient Toner is a pH-balancing liquid exfoliant that helps smooth and brighten skin. The witch hazel in the formula cleanses and targets unevenness, while salicylic acid aids with any pore congestion and acne. Get ready for bright, even, clear skin without added dryness.

$36 (Shop Now)

Kinship Mint Mud

In my opinion, the Kinship Mint Mud mask was practically made for an at-home facial. The refreshing treatment clears out pores, thanks to kaolin clay, while lactic acid gently dissolves dead-skin build-up, brightening skin. Above all else, you’ll love how it smells: like a freshly opened sleeve of Thin Mints.

$23 (Shop Now)

Goodhabit Rescue Me Clean Scene Micellar Gel

A full face of makeup is no match to the Goodhabit Rescue Me Clean Scene Micellar Gel. Just one pump of the formula, which is made of hydrating hyaluronic acid and chamazulene (to help with redness), whisks away any makeup, including those of the waterproof variety.

$38 (Shop Now)

Laneige Glowy Makeup Serum

If you’re looking for some serious luminosity, look no further: Laneige just dropped Glowy Makeup Serum to make any base makeup more radiant. Apply two pumps as the last step in your skin-care routine and apply your makeup as normal; the diamond mineral powder in the formula will create a translucent glow that looks gorgeous on all skin tones.

$32 (Shop Now)

Versed Guards Up Mineral Sunscreen

Even though we’re indoors right now more than ever, it’s still super important to wear sunscreen. Versed Guards Up Mineral Sunscreen boasts SPF 35, and its finish is creamy — not too dewy, not too matte — is a great option. Oh, and it never leaves a white cast on any skin tone. A winner in my book.

$22 (Shop Now)

Then I Met You Honey Dew Lip Mask

Then I Met You Honey Dew Lip Mask is a versatile pick because it can be used as a glossy daytime balm or an intense nighttime treatment. The squalane in the tube will leave lips feeling moisturized, while the honeydew melon will soothe the sensitive and delicate skin on your lips.

$22 (Shop Now)

Juice Beauty Prebiotix Instant Flash Facial

Give yourself an at-home facial with the Juice Beauty Prebiotix Instant Flash Facial. This all-in-one treatment acts as an exfoliating mask and cleanser. Plant beads and tartaric acid exfoliate away dead skin while iris extract and prebiotic ingredients help encourage balance, giving skin a fresh-faced glow.

$52 (Shop Now)

Chantecaille Radiance Elixir

Hydrate and replenish your complexion with Chantecaille’s new Radiance Elixir. This illuminating serum will give your skin a healthy, fresh glow. Either wear it alone or mix it with your foundation — either way, you’ll be feeling lavish and radiant with just one drop.

$210 (Shop Now)

Neutrogena Soothing Clear Turmeric Mousse Cleanser

Turmeric is well-known for its soothing properties, which is why it’s an ingredient great for calming acne breakouts. Neutrogena’s latest launch, Soothing Clear Turmeric Mousse Cleanser, utilizes this ingredient in a lightweight formula that removes dirt, oil, and makeup from pores without stripping the skin of natural oils.

$10 (Shop Now)

Belif True Cream Aqua Bomb Aloe Vera

Belif’s True Cream Aqua Bomb just got a soothing upgrade. The new Aloe Vera version gives you the same hydration of the original gel-cream (thanks to the glycerin and ceramides), but it contains the aforementioned aloe, which is known to calm irritation and acne.

$38 (Shop Now)

Heyday x Supergoop! Defense Refresh (Re) Setting Mist

To celebrate the Supergoop! Defense Refresh (Re) Setting Mist’s fifth anniversary, it’s getting a complete makeover — at least package-wise. Over the course of five months, Supergoop! will be releasing its SPF-packed setting spray in five newly-designed packages. This month, the skin-care brand has partnered with Heyday for a bright yellow bottle that just brings me a lot of joy.

$30 (Available May 1 at supergoop.com)

Malin+Goetz Resurfacing Face Serum

Asking for bright and smooth skin just got a lot easier, thanks to Malin+Goetz’s new launch. The Resurfacing Face Serum is made with glycolic and lactic acids to exfoliate dead skin cells and vitamin C to give you a more radiant complexion. All you need is two or three drops before moisturizer and you’ll be good to go.

$70 (Available May 1 at malinandgoetz.com)

Clinique Moisture Surge Sheertint Hydrator SPF 25

Get dewy-looking skin with Clinique’s new Moisture Surge Sheertint Hydrator SPF 25. It’s made of hyaluronic acid, aloe water, and a sugar called trehalose to provide moisture for up to 12 hours. In addition to broad-spectrum SPF 25 to give you some protection against the sun’s harmful UV rays, it also has a sheer tint to give you a touch of color and glow.

$39 (Available May 1 at clinique.com)

Elemis x Olivia Rubin Collection

Who doesn’t love a gift set? In this Elemis and Olivia Rubin collaboration, you get seven full-sized products from the skin-care brand (Pro-Collagen Marine Cream, Peptide Night Recovery Cream-Oil, and Sea Lavender & Samphire Body Cream to name a few) all housed in a super fun rainbow-colored makeup bag designed by the British fashion designer.

$99 (Available May 1 at elemis.com)

ALLURE article

9 Glossier Products That Customers Are Obsessed With

If there’s one beauty brand universally loved by editors, bloggers, and makeup artists alike, it’s Glossier. Founded in late 2014 by Emily Weiss, the brand singlehandedly ushered in a new era in beauty: One in which minimalism and no-makeup makeup is favored over chiseled cheekbones created by contouring palettes often seen all over Instagram. The brand became a fan favorite overnight and its millennial-pink packaging can be seen everywhere — including, but not limited to, the vanities of beauty editors and the bags hauled to red carpet events by top-billed makeup artists.

Boy Brow

Arguably the product that put Emily Weiss’s beauty brand on the map, Boy Brow is everything we want in an eyebrow product: Tinted, but not overly so; long-lasting (because having your brows melt off midday is not a good look); and super easy to use. The 2016 Best of Beauty Award-winning pomade comes in three natural-looking shades (plus a clear version that keeps hairs in place sans any tint), and brushes on easily for brows that look full and groomed, but not bushy. Yes, please.

$16 (Shop Now)

Futuredew

Full disclosure: If you have oily skin, chances are Glossier’s Futuredew isn’t going to be up your alley, as it’s a serum-oil hybrid that leaves skin super glowy — even when used sparingly. But if your complexion is on the drier side, it might just be your new best friend. Infused with squalane, which hydrates, as well as nourishing oils like jojoba, grapeseed, and evening primrose, it works to smooth, soften, and brighten skin in one fell swoop. Additionally, it can be used as a makeshift highlighter — just tap a dot or two on the high points of your face for a subtle glow.

$24 (Shop Now)

Lash Slick

If you’re looking for an everyday mascara that gives lashes a noticeable-but-natural-looking boost, then Lash Slick is the one for you. Similar to Boy Brow, it coats lash hairs in a glossy pomade that enhances the look of natural lashes and doesn’t get clumpy, gloopy, or flaky. It’s also an excellent option for anyone who can’t be bothered to remove waterproof mascara because it comes off easily and seamlessly with just a little warm water — despite being otherwise budge-proof.

$16 (Shop Now)

Cloud Paint

I have to be honest: liquid cheek tints are sometimes, to put it bluntly, hard to use. They’re either too pigmented, not pigmented enough, or dry too fast and leave the face a blotchy, streaky mess. Not so with Cloud Paint, which provides a sheer wash of natural-looking color for a just-in-from-the-cold flush — aka what blush is supposed to look like. The lightweight formula melts into the skin, making blending ridiculously easy — and the four shimmer-free shades (Dusk, a tawny, rose pink; Puff, a brighter, candy pink; Beam, a pretty, golden coral; and Haze, a cool magenta) are makeup bag must-haves.

$18 (Shop Now)

Milky Jelly Cleanser

For those of us who don’t have the patience, energy, or drive to double-cleanse with an oil and then another cleanser. Glossier’s Milky Jelly Cleanser is the answer to all of your post-Happy Hour makeup-removing struggles. The bouncy, lightweight cleanser easily melts off even the most stubborn waterproof makeup and cleanses the skin, without leaving any residue (or that weird, tight, hand-me-the-moisturizer-quick feeling). It also smells like rosewater, which is a nice change from the subtle chemical smell of many other skin-care products.

$18 (Shop Now)

Balm Dotcom

Myself — and, okay, the rest of the world — have been next-level obsessed with Balm Dotcom since it first hit the market a couple of years ago. Available in an array of skin-brightening shades, the hydrating, waxy balm (blended with beeswax, castor seed oil, and a variety of antioxidants) hydrates dry skin — we’re talking elbows, knees…everything. I like using the Original, untinted version on my body, but for a pretty wash of sheer, glossy color on the lips, the Cherry shade (a juicy, fruity red) cannot be beaten.

$12 (Shop Now)

Mega Greens Galaxy Pack

Slather the mint-colored, kaolin clay mask onto your face to look at least marginally more alive before work the next day. About 20 minutes later, you’ll be pleasantly surprised when your skin is brighter, smoother, and more awake.

$22 (Shop Now)

Haloscope

For those who prefer their highlighter to deliver a glowy (rather than sparkly) finish, Glossier’s beloved Haloscope highlighter (a favorite of pretty much every Allure editor) can’t be beaten. The highlighting stick, infused with a core of solid, vitamin-rich oil, gives the skin a dewy, almost glossy highlight — with just a hint of shimmer (thanks to glimmering particles from actual crystals). It’s super easy to apply and blend, and the three luminous shades (sun-kissed Topaz; pearlescent Rose Quartz; and iridescent Moonstone) are versatile enough to be used on all skin tones.

$22 (Shop Now)

Priming Moisturizer

Glossier’s best-selling Priming Moisturizer is one of those rare products that doesn’t seem particularly special, but delivers spectacular results. The featherlight hydrating cream features a blend of potent complexion-improving ingredients (including hyaluronic acid and redness-reducing botanicals) to keep the skin hydrated all day long. At the same time, it’s gentle enough to use every day and gives the skin a healthy, hydrated glow, making it a great pick for days when foundation just isn’t going to happen. Its only qualm? It doesn’t have SPF — so you have to apply your sun protection separately.

It also comes in a Balance version for oily skin, which one reviewer says is “formulated to prevent and heal blemishes with antibacterial, soothing bamboo extract and willow bark extract, which is a natural derivative of pore-clearing salicylic acid.” 

$22 (Shop Now)

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