Annie Lawless: Lawless Beauty Founder and CEO

Second Life

Who What Wear

Society & Culture, Careers, Arts, Personal Journals, Business, Fashion & Beauty

4.8 • 3K Ratings

🗓️ 21 September 2020

⏱️ 43 minutes

🔗️ Recording | iTunes | RSS

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Summary

Annie Lawless is the founder and CEO behind the high-performance, highly pigmented, and clean makeup line, Lawless Beauty. The line has seen explosive growth since its 2017 launch, including being picked up by retail giant Sephora, in addition to its direct-to-consumer business. But before Lawless was creating high-impact natural makeup, she was obsessing over clean ingredients in another industry altogether: food and beverage. Lawless was a co-founder of one of the largest cold-pressed juice companies in the US, Suja, which, at the time of her exit, was valued at $300 million after investments from Coca-Cola and Goldman Sachs. On this week’s episode, Lawless discusses what it’s like for a company to grow larger than she could have ever predicted and how to know when it’s time to walk away from something to find a more fulfilling path. Plus, she shares a killer breakdown of the factors to weigh when you’re seeking investment.

Transcript

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0:00.0	Hi everyone, I'm Hillary Kerr, the co-founder and chief content officer of Who What Wear,
0:11.6	and this is Second Life, a podcast spotlighting women who have truly inspiring careers.
0:18.5	We're talking about their work journeys, what they've learned from the process of setting
0:22.6	aside their doubts or fears, and what happens when they embark on their Second Life.
0:28.4	Today on the podcast, I'm speaking with the founder and CEO of Lawless Beauty, Annie Lawless.
0:36.0	Founded in 2017, the cosmetics brand is using clean, non-toxic ingredients to create highly
0:42.9	pigmented, long-wearing formulations for the true makeup lover.
0:48.1	The brand secured a $5 million Series A investment last December, and is now available both
0:54.6	as direct consumer and as a forer.
0:57.8	But Annie's devotion to natural ingredients and a holistic lifestyle actually started
1:03.0	many years prior to her foray into beauty.
1:06.8	After being diagnosed with celiac disease at the age of 12, Annie was heavily focused
1:12.6	on wellness.
1:14.2	She became a certified health coach and a yoga instructor, and it also led to her juicing
1:20.1	and not just for herself.
1:22.6	Annie co-founded one of the largest cold-press juice companies in the United States, SUJA,
1:28.5	back in 2012, and then exited the company three years later after an investment from Coca-Cola
1:35.4	and Goldman Sachs, which valued the company at $300 million.
1:42.0	Now Annie is applying the same passion for high quality natural ingredients to Lawless.
1:47.9	It is quite the road from juice to beauty, and she's here to take us through it all.
1:53.6	Now on Second Life, it's Annie Lawless.
1:57.4	Okay, so let's start by taking it way back to the beginning.
	...

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