Add another layer to your #Business literacy. We at Serebral360° would love to know if the Forbes – Entrepreneurs article was helpful, leave a comment, like and share. Let’s dive in and discuss the information and put it to use to grow your business. #BusinessStrategy #ContentMarketing #WebDevelopment #BrandStrategy
Info@serebral360.com 762.333.1807 www.serebral360.com
Grap a copy of our NEW Business Stratgety Books #FFSS VOL1 and #FFSS VOL2
Suja Juice founder, Annie Lawless, is reimagining clean makeup. Lawless’s obsession for making her life and the lives around her cleaner stemmed from suffering from celiac disease as a law school grad student. Before juice shops were on every other corner, Lawless cured herself from her celiac and eczema symptoms from making her own cold pressed juice. Fast forward to 2015- Suja sold a minority stake to Coca-Cola for $90 million and Lawless has not stopped since. After stepping away from Suja, Lawless became an NYT Bestselling Author while growing her online presence which gave her a huge platform to connect with her fans. As makeup girl who loves clean living, Lawless found it difficult to find products that were certified clean, but still offered full coverage. Her followers also voiced similar concerns which led Lawless to launch Lawless Beauty in 2018 to bring clean, fun and full coverage makeup to the beauty industry.
Lawless shares why she decided to disrupt the clean industry once again.
Yola Robert: You were in law school when you founded Suja Juice. Is there anything from law school that you still apply to your businesses today?
Annie Lawless: I ended up quitting law school because I realized I was pursuing that path for all the wrong reasons. I had zero passion for it, and I was becoming depressed, over-stressed, and overall just unhappy. So, without a plan, I quit and I immediately felt a wave of relief. I think my experience at law school taught me a few things. Of course, I learned how to be disciplined, apply myself and that I’m really good at research. Most importantly though, I learned that I truly only thrive when I am unequivocally passionate about what I’m doing. I absolutely apply passion to my business today. Outside of just loving what I do now, there are so many factors when creating formulations for a makeup brand, plus all the legalities involved in making sure things are approved and up to standard. It’s also been really helpful I already have a base understanding of law so I understand the verbiage and overall how the process works.
Robert: With your first company, Suja, you had several investors involved. Now, with Lawless Beauty, you are self-funded. What did you learn as entrepreneur about working with investors and why did you decide to self-fund Lawless? What advice do you have to new entrepreneurs who want to raise money for their startup?
Lawless: I think when you’re young, it’s really exciting to have people offering you money and investing in your idea. I learned though that working with investors is like being in a marriage. You have to like these people on a personal level, not just a professional one. You are dealing with these people constantly and they have a strong say in the direction of your business. If they are not aligned with your vision, it’s never going to work. For me, I was at a place where I could self-fund Lawless and it’s really empowering have full control over my business. For new entrepreneurs, I think it’s so important to remember that the business, whatever it is, is your idea! It’s your vision, your passion, so make sure whoever you are aligning yourself with understands that and has the same goals.
Robert: Lawless Beauty was founded out of your need to find clean makeup. What are misconceptions that consumers have about clean makeup on the market today? How is Lawless Beauty a) educating consumers and b) offering a better option to consumers?
Lawless: I think a big problem in the clean makeup market is that a lot of these “natural” products, really aren’t that clean. Yes, they may have one or two clean ingredients, but they still have a lot of other toxic ingredients. I also think a lot of the natural makeup out there, frankly does not perform to the level we want. With LAWLESS, our formulations truly are Clean AF (that’s our brand tagline!) because I really wanted people to understand that every ingredient is carefully considered. Plus, I am a makeup girl! I want full-coverage, high-pigment and fun packaging. Makeup is supposed to be fun! I felt a lot of the natural makeup on the market was really missing the mark for me, so that’s how LAWLESS was born.
Robert: What has been the most challenging aspect of starting your second company? What has been the most rewarding?
Lawless: The most challenging has been the production timeline for makeup. With my first company in the food industry, turn around for a new product was so much faster. It was a big learning curve for me to understand the lead times involved with everything from formulation, to production, to packaging, etc. Even though that’s been one of the bigger challenges for me, it has been the most rewarding. Seeing my creation on the shelf at Sephora, was truly a pinch me moment. Nothing makes me happier than seeing fans of the brand tag me on social or use in their YouTube tutorials. Some amazing people have used my brand and shared it with their audiences and it is so rewarding to see.
Robert: What can we expect from Annie Lawless in 2019?
Lawless: Lawless is just one-year old and in our second year, I have so much planned! We’re looking to more than double the number of SKU’s in the line. I’ve been working on these new products for months making every assurance they are perfect. We are also expanding into more doors at Sephora, which is only going to make the brand more visible and easier to get your hands on. I can’t wait to share all my new creations with you! The first reveal is coming in February, so keep an eye out!
Robert: What is one failure you have been able to turn into a success?
When I left law school, I felt that I had failed in following through with the plan I had committed to, and when I left I had no idea what I was going to do. I felt a little lost and unsure of the future and what I wanted to do. When I shifted my perspective away from failure, and saw this change in my direction as an opportunity to change my life for the better, life opened up for me. I became very clear about my passions, where I wanted to go, and what I wanted to do. When I followed what was in my heart, and focused my energy on health and wellness, I was able to co-found Suja and ultimately end up in a career that really inspired me and me motivated me to create more.
Robert: Now knowing everything you know, what advice would you give your 21-year-old self?
Lawless: Trust yourself! I stayed in jobs, relationships, and situations that didn’t align with where I knew deep down I wanted to go in my life. I felt that I didn’t have enough experience or knowledge, or that i was too young to go out on my own and take risks. I didn’t trust my intuition the way I should have and looked to older and more experienced people in my life to tell me what to do. Looking back, I see that everything good in my life has been a result of listening to my own internal voice and following what I know is right for me regardless of what others think I should or should not be doing.
January 1, 2019 at 03:33PM
Forbes – Entrepreneurs