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Lawless Beauty names first president, plans growth initiatives

Published
May 12, 2020
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Clean beauty brand Lawless Beauty has named Rachel Shelowitz as its first president. 


Instagram @lawless


In the new role, Shelowitz will oversee all aspects of the business, including marketing, sales and operation, as well as development in partnership with Lawless Beauty founder, Annie Lawless.

"I am thrilled to bring on [Shelowitz] as the company's president," said the founder, who made her name as an entrepreneur by co-founding the multimillion-dollar organic juice brand, Suja Juice. "We are excited to have her continue to build the brand's overall presence and focus on the growth of the business to the next level and beyond."

Before joining Lawless, Shelowitz most recently served as the general manager of Lorac Cosmetics, where she worked to rebuild the brand by strengthening product development, brand awareness and retail marketing, according to a press release. Prior to Lorac, she served in various roles with luxury makeup brands including Lancôme, Yves Saint Laurent Beauté, Shu Uemura and Pat McGrath Labs. 

According to Lawless Beauty, Shelowitz's leadership will allow Annie Lawless to focus on the brand's creative endeavors, including product development, developing direct relationships with consumers, and working closely with the brand's retail partner, Sephora.  

The company's plans to bring on a president were first announced in December of 2019, when Lawless Beauty closed its Series A funding and received a minority investment from Cult Capital. Since then, the company said it has been focused on growth, prioritizing product development and marketing efforts. The company is set to further boost its business with the launch of a newly improved website in June. 

In addition, founder Annie Lawless will launch a new blog within the site called 'The Annie Edit,' where she will discuss her beauty brand, her journey through her first pregnancy and associated topics including nutrition, fitness, business and entrepreneurship, the company said. 

"The Annie Edit will be a lifestyle destination filled with wellness, beauty, and contributor content that dives deeper into the meaning of clean, the mission of Lawless, and the products we create," the founder said. 

Among its growth initiatives, the company said it also plans to launch two new clean beauty products this summer on its e-commerce site as well as Sephora.com, and will continue to partner with Sephora on new brand-building initiatives both online and in-store as part of Sephora's incubator program.

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