Annie Lawless founded her clean, cruelty-free makeup line back in 2017, right as the clean movement was taking off. She was quickly approached by Sephora, which picked up her brand online and subsequently in-store. Paired with her direct-to-consumer business, the line saw explosive growth. From the start, Lawless has been clear on who her customer is and how to provide her with unique value. “I’ve tried all this clean makeup on the market, and it’s really for the no-makeup makeup girl, and that is just not my journey,” she says with a laugh. “I love full-coverage, full-pigmentation, long-wearing performance.” And that’s exactly what she was creating in her assortment: products for the true makeup lover.