(Photo : Lawless Beauty)
Lawless Beauty has announced the launch of its new blush collection, Pinch My Cheeks Soft-Blur Cream Blush. This move follows the brand's increased presence across the United Kingdom and Canada.
Lawless Beauty describes the Pinch My Cheeks blush as a product that can be layered and blended effortlessly, avoiding unwanted drydown. The new blush line is designed to offer a unique, cloud-like texture that provides versatile pigment and ease of application.
Annie Lawless Jacobs, the founder and CEO of Lawless Beauty, emphasized the brand's commitment to high-impact, stress-free products made with clean ingredients. She highlighted the challenges of finding a cream blush that applies well over powders without causing greasiness or accentuating pores.
According to Jacobs, the goal with Pinch My Cheeks was to develop a cream blush that blends seamlessly over a set base, providing a velvety, softly matte finish that blurs pores and diffuses imperfections.
The Pinch My Cheeks blush line includes active ingredients such as green tea extract, which acts as an antioxidant to protect and energize the skin, hybrid elastomer microsphere powders for a soft-focus finish, and micronized pigments for vibrant color and superior blendability.
The product aims to offer a weightless, creamy texture that delivers long-wearing, buildable color for both cheeks and lips.
Furthermore, it is available in six shades: Angel (nude rose), Cherry Pie (bright cherry pink), Gumdrop (bright baby pink), Rosebud (dusty cool rose), Starburst (soft peach), and Valentine (bright watermelon).
Each blush retails for $29 and can be purchased on the Lawless Beauty website and at Sephora stores, both in-store and online.
Lawless Beauty's Sephora Expansion
Meanwhile, Lawless Beauty's expansion will see its presence in Sephora increase by 2 and a half times in the U.S., and the brand will make its debut in Sephora locations in Canada and the U.K. throughout 2024.
This growth comes in response to a significant rise in customer demand, with the brand experiencing triple-digit growth since 2020.
In conjunction with the launch, Lawless Beauty has partnered with Project Glimmer, a non-profit organization supporting girls from foster care and adolescent service programs.
From May 24 through June 30, the brand will donate 10% of Pinch My Cheeks sales purchased on its site to Project Glimmer. This collaboration marks the second consecutive year that Lawless Beauty has worked with the organization.