Lawless Beauty Maintains Triple-Digit Growth with Portfolio Expansion

Beauty brand launches Pinch My Cheeks Soft-Blur Cream Blush.

Lawless Beauty, which formulates with clean actives and a high-concentration of clinical-grade skincare ingredients, says it has experienced triple-digit, year-over-year growth since 2020.

As a result of increased consumer demand, the brand says it’s prioritizing an expansion of the brand’s footprint throughout 2024 in the US and abroad with entry into more than double the number of Sephora stores, including Sephora at Kohl’s and Canada and UK stores, for the first time.

New Blush Innovation

The brand has also expanded its product portfolio with a new blush collection called “Pinch My Cheeks Soft-Blur Cream Blush.”

The new cream blush collection features a cloud-like texture to yield a soft-diffused, blurred finish that layers, builds and blends without dry down, per the brand. Key ingredients include green tea extract; hybrid elastomer microsphere powders; and micronized pigments.

“We are so passionate about creating high-impact products that are stress-free, effortless to use, and formulated with beautiful, clean ingredients,” said Annie Lawless Jacobs, founder and CEO of Lawless Beauty. “As a full coverage lover, and someone with oily skin who sets my makeup with powders, I have never found a cream blush that applies nicely over powders, stays in place throughout the day, doesn’t make me look greasy, and doesn’t accentuate my pores.”

The new blush is available in the following six shades:

Angel, nude rose; Cherry Pie, bright cherry pink; Gumdrop, bright baby pink; Rosebud, dusty cool rose; Starburst, soft peach; and Valentine, bright watermelon.

The collection pairs with the brand’s hero products including the Forget the Filler franchise, Forget The Filler Lip Plumping Line Smoothing Gloss and Forget The Filler Lip Plumping Line Smoothing Tinted Balm Stick, per the brand.

Project Glimmer Partnership

Lawless Beauty is partnering with Project Glimmer, a nonprofit organization supporting girls from foster care and adolescent service programs, for the second year in a row. Now through June 30, the brand will be donating 10% of Pinch My Cheeks sales purchased on Lawlessbeauty.com to the organization. Project Glimmer works to help female youth realize their dreams.

LawlessBeauty’s Pinch My Cheeks Soft-Blur Cream Blush retails for $29 and is available on Lawlessbeauty.com, in Sephora stores and Sephora.com.

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