LAWLESS Beauty Expands Iconic Forget The Filler Franchise with New Skin-Plumping Line-Smoothing Foundation
The innovative formula powered by Maxi-Youth™ delivers clinically proven skincare benefits with weightless, long-lasting coverage
LOS ANGELES, Feb. 18, 2025 – LAWLESS Beauty, the brand where high-performance makeup meets clinically proven skincare, announces the latest addition to its award-winning Forget The Filler franchise: the Skin-Plumping Line-Smoothing Foundation. This groundbreaking foundation is formulated with the brand’s proprietary Maxi-Youth™ Hyaluronic Acid Complex, a powerful skin-smoothing agent that visibly enhances skin texture, reduces the appearance of fine lines and wrinkles, and improves elasticity—all while delivering a flawless, long-lasting finish.
“Forget The Filler Skin-Plumping Line-Smoothing Foundation was designed to be a multi-tasking powerhouse, combining clinical-grade skincare benefits with the coverage, finish, and wearability that our community expects,” said Annie Lawless Jacobs, Founder of LAWLESS Beauty. “After more than 200 iterations, rigorous clinical testing, and extensive research, we developed a foundation that not only perfects skin instantly but also improves its health over time. It’s truly complexion perfection in a bottle.”
Skincare-Infused Formula for Real Results
This dermatologist-tested, fragrance-free, and vegan foundation is enriched with Maxi-Youth™, the hero ingredient behind LAWLESS’s best-selling Forget The Filler Skin-Plumping Line-Smoothing Perfecting Cream. The advanced formula is further enhanced with:
Active skincare ingredients & peptides – Boosts hydration, elasticity, and skin resilience.
Glycerin & Vitamin E – Provides essential moisture and repairs skin.
Proprietary pigment technology – Ensures enhanced color vibrancy and a seamless, long-wearing finish.
Microplastic-free spherical powders – Creates a soft-focus blurring effect, minimizing visible imperfections, fine lines, and pores.
Clinically Proven Results
In consumer testing, participants reported:
✅ 100% showed increased skin hydration and visible firmness
✅ 96% said the formula feels fresh and provides the perfect amount of coverage
✅ 90% noticed immediate smoothing and a healthy glow
✅ 90% found the foundation blends seamlessly and feels weightless
With 33 inclusive shades ranging from fair to deep, this foundation provides a universally flattering, skin-enhancing finish that wears beautifully for up to 12 hours.
A Brand Committed to Redefining Beauty Standards
Since launching Forget The Filler in January 2021, LAWLESS Beauty has built a dedicated following by delivering innovative, clean beauty solutions that challenge conventional industry norms. The Lip-Plumping Line-Smoothing Gloss, the first product in the line, quickly became a best-seller, inspiring a full lip and skincare expansion within the franchise.
“Our mission at LAWLESS Beauty is to redefine makeup as self-care,” said Rachel Shelowitz, CEO of LAWLESS Beauty. “We believe beauty should be effortless, empowering, and free from compromise. With Forget The Filler, we’re proving that makeup can do more than enhance your features—it can actively improve skin health while making you feel incredible.”
To celebrate the launch, LAWLESS Beauty hosted an exclusive event with top editors and influencers, sparking conversations about embracing natural beauty and moving away from invasive cosmetic procedures. A three-day influencer summit further reinforced the brand’s commitment to inclusivity, bringing together diverse voices to share personal beauty journeys.
Forget The Filler Skin-Plumping Line-Smoothing Foundation retails for $43 and is available now at LAWLESSBeauty.com, Sephora.com, and select Sephora stores.
For more information on the launch, visit LAWLESSBeauty.com.
About LAWLESS Beauty
Founded by Annie Lawless Jacobs, LAWLESS Beauty was born from a desire for high-performance, clean makeup that delivers real results. As an entrepreneur, mother, and advocate for health-conscious beauty, Annie sought to create a brand that reimagines cosmetics as a source of self-expression, confidence, and self-care. LAWLESS Beauty is committed to developing clinically effective, non-toxic formulas that empower individuals to embrace their natural beauty—without compromise.
SOURCE: LAWLESS Beauty
