Lawless Beauty Receives Investment from Cult Capital

Growth equity firm Cult Capital (formerly JMK Consumer) has made a significant minority investment in clean color cosmetics brand Lawless, which was founded by Annie Lawless.
 
"We love that Annie set out to create a brand that was clean (AF), but also sexy and fun," commented Sarah Woelfel, co-founder and partner at Cult Capital. "Annie is such an inspiring individual and we are delighted by the opportunity to partner with her and the Lawless team. When building a Cult Brand, partnership is key, and partnership is what we found with Annie Lawless."
 
The new capital will be used for product innovation, team expansion and marketing efforts while simultaneously deepening the brand's relationship with Sephora, who has proven to be an excellent partner.
 
Annie Lawless is a second time entrepreneur, successfully selling a stake of her previous company, Suja, to Coca-Cola and others. "As someone who has raised capital before, I was hyper-focused on finding a partner that I was completely aligned with," Lawless said. "I found true partnership with Sarah and the entire Cult Capital team. Cult has a deep understanding of what it takes to create a lasting brand name, and a has unique eye for the beauty space. Cult has the experience and partnership I needed to authentically scale my brand."