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Lawless Beauty: A Return to Roots with Fresh Vision
After several years focusing on the creative direction of Lawless Beauty, founder Annie Lawless Jacobs is stepping back into the role of CEO. Her return comes at a time when many brands in the prestige makeup industry are facing declining sales and shifts in consumer behavior. Jacobs aims to weave together innovative product development with day-to-day operations, guiding the brand through challenging times with her unique vision.
The Transition: A Foot Forward in a Tumultuous Market
Jacobs’ mission to reconnect with the team and consumers is rooted in the brand’s recent growth. Under the previous leadership of Rachel Shelowitz, who departed after a brief tenure, Jacobs is eager to capitalize on momentum. “We’ve seen explosive growth in the last 12 to 24 months. I want to build upon that,” she shares. The brand has seen double-digit growth in a landscape where prestige beauty sales took a 1% hit, making Jacobs' leadership even more pivotal.
Deepening the Connection with Consumers
Jacobs recognizes that the modern consumer is cautious with their spending and seeks products that deliver true value. This is especially true for women aged 35 and older, who often prioritize quality and sustainability in their beauty choices. “More than ever, it’s important for us to storytell what the values of our products are,” she emphasizes. This customer-centric strategy is reflected in Lawless Beauty’s commitment to high-quality, clean ingredients and multi-functional products, particularly under their successful Forget The Filler line.
Innovations in the Product Lineup
The Forget The Filler franchise represents a significant shift in how consumers view beauty products. Launching the Skin-Plumping Line-Smoothing Foundation this year, Lawless Beauty has introduced formulations containing 40% skincare ingredients, marrying makeup with effective skincare. The consumer response has been enthusiastic, with sales exceeding expectations by 33% shortly after launch.
Expanding Horizons: Future Plans for Lawless Beauty
With a firm foundation established in the U.S., Jacobs is eyeing potential international expansions while ensuring the brand thrives within its existing partnerships. “I don’t want to bite off more than I can chew,” she remarks, indicating a strategic approach to growth. Currently, Lawless Beauty is available in over 2,000 retail doors, including its exclusive partnership with Sephora and plans for future endeavors in markets like the UK, further solidifying the brand’s global footprint.
Conclusion: A Promising Future for Clean Beauty
As Lawless Beauty navigates a rapidly evolving beauty landscape, Jacobs’ leadership aims to not only maintain but also enhance its core offerings. Her focus on storytelling, product integrity, and robust consumer engagement will be crucial in ensuring Lawless Beauty not only survives but thrives in challenging times. For consumers looking for value-driven beauty, Jacobs' return as CEO signals renewed hope for the clean beauty movement.
Join in on the journey of Lawless Beauty by following their updates, trying out their groundbreaking products, and supporting a brand that emphasizes sustainability and quality!
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