What LAWLESS Beauty does

LAWLESS Beauty is a privately held, direct-to-consumer clean color cosmetics company founded in 2017 by Annie Lawless and headquartered in La Jolla, California. The company develops and sells high-performance makeup products formulated with clinically validated skincare ingredients, targeting consumers who refuse to compromise between ingredient safety and cosmetic efficacy — particularly those with sensitive skin, mature-skin concerns, or autoimmune conditions. Its core product franchise is "Forget The Filler" (FTF), spanning lip plumpers (gloss, tinted balm, lipstick, liner, overnight mask), foundation, concealer, powder, blush, eye products, and skincare hybrids. Two proprietary complexes anchor the brand's efficacy claims: Maxi-Lip™, a natural peptide complex documented to increase lip volume by 40% and reduce wrinkling by 29%; and Maxi-Youth™, a bio-fermented Hyaluronic Acid Complex used in foundation and perfecting cream products.

The business operates exclusively through its owned e-commerce storefront at lawlessbeauty.com — no third-party retail distribution is evidenced, and operations are confined to the United States. SKUs are priced from $15 (mini mascara) to $75 (lip kits), with bundle discounts (BYOB15/20/25) and a Subscribe & Save subscription (Recharge-powered) offering a 10% recurring discount. Customer acquisition is digital-first: Instagram (@lawless), email capture with a 15% first-order incentive, user-generated content, and an AI-powered Tangent.ai shade-matching quiz for the foundation line. A tiered loyalty program (Silver/Gold/Platinum) runs on the TYB community platform, and Klarna provides buy-now-pay-later financing at checkout.

The company has raised approximately $10 million in disclosed funding across two rounds — $5.0M led by Cult Capital in December 2019 and a ~$5.0M round in June 2021 — and operates with 11–50 employees. Its products are certified cruelty-free, vegan, paraben-free, silicone-free, and talc-free; foundation and perfecting cream are non-comedogenic, non-acnegenic, and dermatologist-tested. The Skin-Smoothing Perfecting Powder won the Allure Best of Beauty 2023 award for Best Pressed Powder, providing third-party validation of formulation quality.

Name

LAWLESS Beauty

Legal name

Lawless Beauty

Website

https://lawlessbeauty.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

LAWLESS Beauty is a private, direct-to-consumer clean color cosmetics company founded in 2017 by Annie Lawless, selling clinically proven, vegan and talc-free makeup and lip-care products with skincare benefits through its owned e-commerce site to US consumers seeking high-performance, non-toxic formulations.

Ownership category

akta.pro rank

Product category

Clean Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Retail-Nonstore Retailers (5960)

akta.pro primary industry

Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)

akta.pro secondary industries

Natural/Organic & Clean Skincare (CRABAAAH), Natural Personal Care & Clean Beauty Retail (within Health Food Stores) (CRAHAEAF)

Keywords

• Clean color cosmetics
• Lip plumping gloss
• Full-coverage foundation
• Vegan makeup brand
• Anti-aging skincare makeup

Headquarters

HQ city

La Jolla

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

1. Direct Product Sales: One-time purchase model for all beauty products including lip care, foundation, concealer, powder, blush, eyes, skincare, and accessories. Products sold at various price points from $15 to $75.
2. Subscription/Recurring Revenue: Subscribe & Save model offering 10% discount on automatic recurring deliveries. Customers can choose delivery every 30, 60, or 90 days. Powered by Recharge Payments.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

LAWLESS Beauty is a clean color cosmetics company that designs, manufactures, and sells its own "Forget The Filler" (FTF) line of high-impact makeup products with clinically-proven skincare-grade ingredients, including lip plumping glosses, satin cream lipsticks, definer liners, overnight lip masks, full-coverage foundations, concealers, perfecting powders, cream blush, mascara, eyeshadow palettes, brow pencils, and priming/skincare hybrids. Products are sold direct-to-consumer at lawlessbeauty.com for $15–$75 individually or $30–$125 as part of curated bundles and kits, with subscription and bundle-discount options. The brand emphasizes vegan, cruelty-free, paraben-free, silicone-free, and talc-free formulations.

Product overview

LAWLESS Beauty is a clean makeup brand founded by Annie Lawless that offers high-performance, clinically-proven makeup products with skincare benefits. The core product line is the 'Forget The Filler' (FTF) franchise, which includes lip plumpers (gloss, tinted balm stick, lipstick, liner, overnight mask), foundations, concealer, powder, blush, eye products (mascara, eyeshadow palettes, brow pencil), and skincare items (perfecting cream). The brand emphasizes clean, non-toxic formulations that are cruelty-free, vegan, paraben-free, silicone-free, and talc-free. Key proprietary technologies include Maxi-Lip for lip plumping and Maxi-Youth for skin smoothing and anti-aging benefits. The brand offers a shade matching AI tool for foundations and subscription options. Products range from $15-52 for individual items, with bundles and kits priced at $30-90.

Differentiator

Problem solved

Functional benefit

Products and services

• Forget The Filler Lip-Plumping Line-Smoothing Gloss High-shine lip plumping line-smoothing gloss powered by Maxi-Lip; clinically proven to deliver lip volume and hydration without sting or irritation; 19+ shades; sold direct at lawlessbeauty.com.
• Forget The Filler Lip-Plumping Line-Smoothing Tinted Balm Stick Tinted lip balm stick combining lip plumping benefits with color payoff; available in Sweetie, Candy Girl, Cupid, and Whisper shades.
• Forget The Filler Lip-Plumping Line-Smoothing Satin Cream Lipstick Satin-finish lipstick with plumping benefits; available in Platinum, Annie, Wedding Day, and Fawn shades.
• Forget The Filler Definer Liner Defining and contouring lip liner with plumping benefits; available in 14 shades including Nude Honey, Rosewood, and Kiss.
• Forget The Filler Overnight Lip-Plumping Mask Overnight lip treatment mask delivering plumping and intensive hydration; available in Sweet Daisy, Cherry Vanilla, Juicy Watermelon, and Sweet Dreams flavors.
• Forget The Filler Skin-Plumping Line-Smoothing Foundation Weightless, full-coverage, non-acnegenic foundation with Maxi-Youth complex for anti-aging benefits; 33 inclusive shades (0.25F–33D), 12-hour wear, fragrance-free, vegan, dermatologist-tested, non-comedogenic.
• Forget The Filler Oil-Free Skin-Plumping Line-Smoothing Perfecting Cream Oil-free velvet cream moisturizer and primer powered by Maxi-Youth; plumps, smooths, hydrates skin, and reduces fine lines; usable as a primer or overnight treatment; non-comedogenic and dermatologist-tested.
• Conseal The Deal Lightweight, Long-Wear Concealer with Caffeine Long-wearing, self-setting, silicone-free concealer with Caffeine and Antioxidant Complex for under-eye coverage and dark-circle reduction; 20 shades from Cloud to Umber; medium-to-full coverage.
• Skin-Smoothing Perfecting Powder Talc-free pressed powder providing medium, buildable coverage with a soft-matte finish; 12 shades spanning perfecting and brightening ranges; Allure Best of Beauty 2023 winner.
• Pinch My Cheeks Soft-Blur Cream Blush Soft-blur cream blush imparting a natural flush of color; available in Cheeky, Duchess, Angel, and Cherry Pie shades.
• The One and Done Long-Wear Volumizing Mascara Long-wear volumizing mascara providing all-in-one lash enhancement; clean formulation.
• Talc-Free Eyeshadow Palettes (Dreamy Daisy and Little One) Talc-free eyeshadow palettes in daisy-themed and compact configurations for everyday wear.
• Shape Up Soft Fill Brow Pencil Brow pencil for soft fill and shaping; available in Blondie, Teddy Bear, Pecan, and Cacao shades.
• Makeup Brushes (Multi-Use, Bronzer, Powder, Concealer, Body Buff) Application brushes for face and body makeup, including ultra-plush Multi-Use Powder Brush, Bronzer Brush, Powder Brush, Concealer Brush, and Body Buff Brush.
• The Rosy Nude Lip Kit Limited-edition lip kit bundling Definer Liner in Rosewood, FTF Lipstick in Soft Truffle, and FTF Gloss in Blushed Sand as a curated trio.
• The Nudie Lip Kit Curated nude lip kit featuring Definer Liner in Nude Honey, FTF Lipstick in Annie, and FTF Gloss in Nudie.
• The Defined 90s Lip Kit 90s-inspired lip kit featuring Definer Liner in Kiss, FTF Lipstick in Wedding Day, and FTF Gloss in George; sold at $60 against $75 value.
• Prime Perfect Plump Bundle Combined foundation and plumper bundle creating a complete Prime + Plump FTF routine; sold at $88 against $125 value.
• LAWLESS Digital Gift Card Digital gift card for lawlessbeauty.com in $25, $50, $100, and $250 denominations, delivered instantly via email for gifting.
• Build-Your-Own Bundle (BYOB) Custom bundle builder letting customers combine 2+ products with auto-applied tiered discounts: BYOB15 (15% off 2 items), BYOB20 (20% off 3 items), BYOB25 (25% off 4+ items); coupon-based.

Quantifiable outcome

• Improve lip condition +100%, lip softness and comfort +70%, lip hydration +60% (Maxi-Lip™)
• +7 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability4 records

Feature3 records

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Kosas: Direct-to-consumer clean color cosmetics brand positioned at the intersection of skincare and makeup with clinically backed formulations. Closely comparable to LAWLESS in target customer (clean-but-performance-seeking), pricing tier, and product mix across face and lip.
• ILIA Beauty: Clean color cosmetics brand with skincare-grade actives and a multi-category range (skin, lips, eyes). Direct overlap with LAWLESS on clean positioning, hybrid skincare-makeup claims, and premium DTC + selective retail distribution.
• Tower 28 Beauty: Clean, sensitive-skin-friendly color cosmetics brand built around hypoallergenic, non-comedogenic formulations. Comparable to LAWLESS in clean positioning, sensitive-skin consumer focus, and Sephora distribution.
• Merit Beauty: Minimalist clean color cosmetics brand with a focus on essential, multi-use products and clinical-grade formulas. Comparable in clean positioning, DTC-first model, and emphasis on effortless, ingredient-conscious makeup.
• Saie Beauty: Clean beauty brand combining makeup with skincare-grade ingredients (e.g., dew, glow, suncare). Directly comparable to LAWLESS on clean-but-effective positioning, hybrid skincare-makeup product strategy, and DTC-led growth.
• RMS Beauty: Clean, ingredient-focused color cosmetics brand with skin-caring formulations and a multi-category range. Comparable to LAWLESS on clean credentials, founder-led heritage, and emphasis on skincare benefits within makeup.
• Glossier: Iconic DTC-first clean-leaning beauty brand with a broad color cosmetics and skincare assortment. Comparable to LAWLESS on DTC-led growth, social-media-driven marketing, and millennial/Gen-Z clean-but-modern positioning.
• Rare Beauty: Celebrity-founded color cosmetics brand with strong social media presence and Sephora distribution. Comparable to LAWLESS on DTC + selective retail model, founder-led brand storytelling, and broad color cosmetics SKU mix.

Broad incumbents

• Beautycounter: Larger, established clean beauty brand with broad skincare and color cosmetics assortment and a mission-driven 'never list' ingredient stance. Comparable as a broader clean-beauty incumbent against which LAWLESS differentiates on clinically proven performance.
• Pat McGrath Labs: Premium color cosmetics brand known for high-pigment, high-performance lip and face products. Comparable to LAWLESS on the performance-end of color cosmetics, though positioned at a higher price and prestige tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/lawless
• Xx.com/lawlessxbeauty
• Facebookfacebook.com/lawlessxbeauty
• LinkedInlinkedin.com/company/lawless-beauty

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LAWLESS Beauty