The Line-Smoothing Foundation claims to improve skin adhesion, while delivering enhanced color vibrancy and uniformity. “It features a blurred finish due to a first-of-its-kind, microplastic-free spherical powder,” the brand states. The innovative powder delivers an impeccable soft-focus blur effect to minimize visible imperfections, fine lines, and pores.
The brand’s proprietary formulation technology fueled product development, the brand says, describing the new addition to its wildly successful “Forget the Filler” frabnchise. (More about this is below, read on.)
“When I joined Lawless Beauty five years ago, we had big dreams to challenge the status quo in beauty…we saw makeup as self-care—and an opportunity for makeup to go much further and to truly move the needle…that is how we think about our hero franchise, Forget The Filler,” states Rachel Shelowitz, CEO of Lawless Beauty.
The new foundation is in a glass bottle with a pump. It comes in 33 inclusive shades, from fair to deep, and the formula is fragrance-free, vegan, and non-comedogenic.
More About the Innovative Microplastic-Free Formula
The Line-Smoothing Foundation’s star ingredient is the brand’s trademarked “Maxi-Youth,” a hyaluronic acid skin-smoothing agent that the brand says is proven to visibly smooth skin texture, reduce the appearance of wrinkles, and improve skin elasticity. It also includes glycerin, caprylic/capric triglyceride, and Vitamin E—along with the brand’s proprietary pigment and texture technology.
The formula includes the brand’s “Planet Powders,” a first-of-its-kind, responsibly sourced and bio-derived microplastic-free spherical powder that provides color transparency, while blurring imperfections and reducing the appearance of fine lines and pores, the brand states.
The Lawless team explains:
“Our ‘Octopus’ pigments are coated so that they behave like ‘tentacles’ anchoring pigments together, creating a matrixed network which improves skin adhesion (wear) with enhanced color vibrancy and uniformity. The coating delivers low surface tension (doe to smoothness of the pigment) allowing the pigments to extend to a maximum surface which translates to easy application, better coverage, unprecedented pigment concentration (better color and longer wear) and a hydrophobic (water-repelling) surface with advanced skin adherence.”
Annie Lawless Jacobs, Founder of Lawless Beauty, says, “It was critical to develop this formula as a multi-tasking powerhouse that provides clinical grade preventative skincare while also providing the coverage, finish, and longwearing qualities we all want…simply, it needed to be the most beautiful, smoothing, blurring foundation upon application, while also improving the skin’s hydration, elasticity, and appearance of fine lines and wrinkles.”
Lawless continues, “After 200+ iterations, rigorous clinical testing, and expansive research, we created our version of complexion perfection…formulated with clean ingredients and validated by clinical studies, we can confidently say there is nothing else like this on the market.”
During clinical testing of the product, participants noted the following:
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100% showed increased skin hydration and visible skin firmness -
96% said it feels fresh and provides the perfect amount of coverage -
90% said skin looks immediately smoother and has a healthy glow -
90% said it blends seamlessly and feels weightless
One ‘Forget the Filler’ Product Sells Every Minute, Lawless Says
The new foundation launch expands Lawless Beauty’s “Forget the Filler” franchise. “Forget The Filler Foundation encapsulates everything we aspire to be and to offer as a brand, and continues to build upon the aggressive growth trajectory of Lawless,” Shelowitz says.
The first “Forget The Filler” product debuted in January 2021 with the launch of the Lip-Plumping Line-Smoothing Lip Gloss, which quickly sold out. Overnight Lip Plumping Mask, Lip-Plumping Line-Smoothing Tinted Balm Stick, and Lip-Plumping Line-Smoothing Satin Cream Lipstick soon joined the product lineup.
In the Fall of 2023, Lawless expanded into skincare with its Skin-Plumping Line-Smoothing Perfecting Cream, a top-seller for the brand since its launch. “In just under five years, one Forget The Filler product now sells every minute,” the brand stated.
Lawless Spreads the Message—’Embrace Your Face’
Lawless Beauty’s product development team aims to create products with clean formulas, designed to help consumers simplify their makeup routine.
“We don’t believe you should need a needle to love the way your skin looks. Beauty should be empowering, effortless, and rooted in self-celebration, not compromise. That’s why we gathered top editors and influencers, not just to experience the product, but to spark real conversations about redefining beauty standards. At our exclusive dinner, we gained invaluable feedback on both the product and the deeper message around ditching the procedures in favor of loving your skin,” says Amanda Tong, SVP Global Marketing of Lawless Beauty.
Tong added that Lawless Beauty’s products help consumers prioritize self-care—and aim to ensure that makeup delivers more benefits.
The Forget The Filler Skin-Plumping Line-Smoothing Foundation will be available on the brand’s website and in Sephora stores.
