# Pigmented Non-Toxic Lipsticks The Co-Founder of Suja Juice Launched Clean Beauty Brand 'Lawless' By Laura McQuarrie | Published 2017-10-25 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/lawless References: [popsugar](https://www.popsugar.com/beauty/Lawless-Beauty-Launch-44167570) & [lawlessbeauty](https://lawlessbeauty.com/collections/all) Suja Juice co-founder Annie Lawless is now venturing into the world of beauty with her own [clean beauty brand](https://www.trendhunter.com/trends/sonela) called 'Lawless.' [Lawless Beauty](https://www.trendhunter.com/trends/cherry-vanilla) prides itself on creating cosmetics that are "Natural AF"—always free from carcinogenic, toxic, hormone and endocrine-disrupting ingredients and other additives that have been linked to cancer. Lawless reminds women that the face absorbs five to 10 times more chemicals than the body, and that women may absorb up to five pounds of chemicals from cosmetics annually. Lawless is making its foray into the world of natural, non-toxic beauty with a collection of [ultra-pigmented liquid lipsticks](https://www.trendhunter.com/trends/matte-lip-tint) that vary in shades from Ryan, a metallic rose gold, to Romeo, which the brand describes as a deep vampy red. ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 59% | Activity: 68% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What Makes This Trend Stand Out - **Clean Beauty:** Disruptive innovation opportunity: Create a line of clean beauty products that are free from harmful ingredients and appeal to health-conscious consumers. - **Non-toxic Cosmetics:** Disruptive innovation opportunity: Develop a range of non-toxic cosmetics that prioritize the health and well-being of consumers, offering an alternative to traditional beauty products. - **Natural Ingredient Makeup:** Disruptive innovation opportunity: Introduce a line of makeup products made with natural ingredients, promoting sustainability and transparency in the beauty industry. ### Sectors Adopting This - **Clean Beauty Industry:** Disruptive innovation opportunity: Pioneer the clean beauty industry by creating and promoting cosmetics that are safe, non-toxic, and environmentally friendly. - **Natural Cosmetics Industry:** Disruptive innovation opportunity: Tap into the growing demand for natural cosmetics by offering a wide range of makeup products made from organic, plant-based ingredients. - **Health-conscious Beauty Industry:** Disruptive innovation opportunity: Cater to health-conscious consumers by developing a line of beauty products that prioritize wellness and sustainability, aligning with their values and lifestyle choices. ## Related on Trend Hunter - [Inclusive Toxin-Free Makeup Products](https://www.trendhunter.com/trends/defiance-beauty-by-nechami.md) - [Plant Pigment Lipsticks](https://www.trendhunter.com/trends/le-rouge-francais.md) - [Limited-Edition Healing Lip Oils](https://www.trendhunter.com/trends/healing-lip-oil.md) - [Smoothing Skincare-Inspired Lipsticks](https://www.trendhunter.com/trends/covergirl-clean-lip-color.md) - [Creamy Multitasking Lipsticks](https://www.trendhunter.com/trends/multitasking-lipstick.md) - [Clean Lip-Plumping Collections](https://www.trendhunter.com/trends/cherry-vanilla.md) - [Versatile Long-Lasting Lipsticks](https://www.trendhunter.com/trends/longlasting-lipstick.md) - [Cake-Inspired Lip Oil Launches](https://www.trendhunter.com/trends/well-people1.md) - [Juicy Serum Lipsticks](https://www.trendhunter.com/trends/legendary-serum-lipstick.md)