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The $26 Concealer That’s the Secret Weapon in This Beauty Mogul’s Routine


For as long as I can remember, I’ve been fascinated by founders and how they got their start. How did they come up with their ideas? Did they want to be founders from a young age? Did they happen to stumble upon a line of work that interested them? Well, for Annie Lawless, becoming a founder kind of happened naturally. As a kid, she suffered from severe eczema all over her face and body until she reached her teenage years and was finally diagnosed with celiac disease. “This was life-changing for me,” she tells me. “When I cut gluten out of my diet, my eczema completely went away. It was mind-blowing because I never considered that there was a correlation between my diet and my skin condition.”

Clearly, Lawless’s interest in health and wellness stemmed from her personal experience dealing with skin and gut issues, and she started focusing on the idea that what you put in and on your body can affect how you look and feel. This led her to learn more about nutrition and co-found the mega-popular organic cold-pressed juice company, Suja Juice. “A couple of years later, I felt a disconnect between the way that I cared about ingredients in the foods I was eating and the skincare products I was using, but I didn’t really pay attention to my makeup. I purchased a lot of ‘clean’ makeup products to test and see if I could replace some of my conventional favorites, but everything was geared toward a no-makeup makeup aesthetic with very sheer coverage, lots of cream products, and minimal staying power,” she explains. Lawless is a full-face-of-makeup kind of girl most days, so when she realized that clean makeup with full coverage just didn’t exist at that time, she knew she wanted to create it.


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