Clean makeup brand, Lawless Beauty, has hired its first President, Rachel Shelowitz, who was most recently General Manager of LORAC. In her new position, Rachel will oversee all aspects of the business, including marketing, sales, operations and development in partnership with the brand’s founder, Annie Lawless. With Rachel in place as President, Annie will shift her focus on the creative side of the business, including product development, direct relationships with consumers and working closely with the brand’s retailer, Sephora.

Lawless closed its Series A funding in December 2019 and has since prioritized its team expansion, product development and marketing efforts. The brand’s website will relaunch next month with an improved user experience and enriched content, which includes a new blog within the site, The Annie Edit, where Annie will cover topics such as her beauty brand, pregnancy journey, wellness and entrepreneurship. As part of Sephora’s incubator program, Lawless will continue to partner with the retailer on new brand-building initiatives, both online and in-store. Furthermore, Lawless is investing in digital media, buying across social platforms to run over the summer in order to show off the product portfolio. Also, this summer, two yet-to-be announced products will be launched that Rachel said will rival market-leading conventional products.

“Lawless is paving the way to the future of clean and for makeup girls like us, it’s a game-changer. We are coming for the market leaders – some of which I even helped to build – and we are coming on strong and fast,” stated Rachel, who has worked with luxury makeup brands such as Lancôme, Yves Saint Laurent Beauté, Shu Uemura and Pat McGrath Labs.