Annie Lawless

This entrepreneur sold her company to Coca-Cola and Goldman Sachs for $150M.

Annie Lawless was 23 and depressed.

She was sitting in law school, acing her classes, and feeling miserable.

So she walked out.

Diagnosed with celiac disease as a kid, Annie had always been obsessed with what she put in her body.

She was juicing for her health.

Teaching yoga to pay the bills.

And then one day, she met a fellow cold-press juicer.

They started delivering organic juices around San Diego, out of her two-door coupe.

The brand was called Suja.

By 2015, it was in Whole Foods, Target, and Costco.

That year, Coca-Cola and Goldman Sachs bought 50% of the company for $150M.

Valuation: $300M.

Annie then launched a blog, BLAWNDE, where she talked about wellness, nutrition, and beauty.

But when she tried switching to clean makeup?

It was all trash.

She spent thousands testing “natural” brands that wore off in two hours and didn’t deliver on pigment.

So in 2017, she launched LAWLESS Beauty: a clean, full-glam makeup line that actually performed.

Her non-negotiables?

No silicones. No parabens. No talc. No endocrine disruptors.

But still: bold pigment, long wear, and gorgeous finish.

LAWLESS took off.

Her hero product, Forget The Filler Lip-Plumping Gloss, went viral on TikTok.

Now, one unit sells every minute.

She’s expanded the line into skincare, blush, lipstick, tinted balm, and her latest: a full-coverage foundation powered by her proprietary Maxi-Youth™ complex.

Clinically tested. Vegan. Non-comedogenic. 33 shades. 12-hour wear.

In 2025, she partnered with LoveShackFancy to launch two limited-edition lip shades.

Complete with floral-print caps and scents inspired by the brand’s signature mists.

The collab is expected to pull in $2M+ in retail sales.

What drives her?

Her daughter, Daisy.