For as long as I can remember, I’ve been fascinated by the founders and how they got started. How do they come up with their ideas? Do they want to be founders from a young age? Did they stumble across a job they were interested in? Well, for Annie Lawless, being a founder was a natural thing. As a child, she suffered severe birthmark all over her face and body until she reached her teenage years and was finally diagnosed with celiac disease. “This changed my life,” she told me. “When I cut gluten out of my diet, my eczema completely disappeared. It was amazing because I never thought there was a correlation between diet and skin condition. mine.”
Apparently, Lawless’s interest in health and wellness stemmed from her personal experience with skin and bowel problems, and she began to focus on the idea that what you put on and on your body can affect the way you look and feel. This led her to learn more about nutrition and co-discover Famous organic cold-pressed juice company, Suja Juice. “A few years later, I feel like there’s a difference between the way I care about the ingredients in the food I’m eating and the skincare products I’m using, but I don’t really pay attention to makeup. I bought a lot of ‘clean’ makeup products to test and see if I could replace some of my usual favorites, but everything was geared towards the makeup aesthetic. No makeup with great coverage, lots of cream and minimal staying power,” she explains. Lawless is most girls’ full-face makeup these days, so when she realized that clean makeup with complete coverage didn’t exist at the time, she knew she wanted to create it.