When Annie Lawless launched her eponymous beauty brand in 2017, she did so with the mission of bringing fun and glamour into natural makeup at a time when the market was largely dominated by “no-makeup makeup.” Her highly pigmented, non-toxic liquid lipsticks— and, after that, non-toxic volumizing mascaras, pigmented eye and cheek products, and full-coverage foundation—were unlike anything the industry had ever seen. Six years (and many, many new launches—including her famed Forget the Filler lip collection—later), she’s changing the game once again with the introduction of Lawless Beauty’s first dedicated skin-care product: the new Forget the Filler Skin-Plumping Line-Smoothing Perfecting Cream ($52).
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