TikTok-viral brand Lawless is honoring the power of female founders across beauty and fashion through a new partnership with LoveShackFancy, it’s first brand collaboration. Launching Friday on the Sephora app and Saturday on lawlessbeauty.com and sephora.com, the collaboration will include two new shades of Lawless’ Forget The Filler Lip-Plumping Line-Smoothing Gloss: Blooming Heirloom and Happy Thoughts.
The two lip products represent founder Annie Lawless Jacobs and LoveShackFancy‘s Rebecca Hessel Cohen. “Lawless and LoveShackFancy both celebrate a romantic, unapologetically feminine point of view,” Jacobs told WWD.
“Both Lawless and LoveShackFancy are rooted in a playful-yet-elevated aesthetic, and we both speak to the girl who wants to feel confident, glamorous and a little bit extra. The idea to create something together happened so organically — it just felt meant to be. We knew we had to make something magical.”
LoveShackFancy founder Rebecca Hessel Cohen partners with Lawless Beauty founder Annie Lawless Jacobs for new lip product launch.
Described as “the perfect opalescent pink” by Cohen, Blooming Heirloom is designed to mimic Jacobs, shimmer and all. Meanwhile, Happy Thoughts, a pale lavender hue, was created with Cohen in mind. The flavor of Happy Thoughts boasts the same vanilla notes present in LoveShackFancy’s latest fragrance creation and the cap is wrapped in the brand’s heritage floral print.
“It’s truly the perfect marriage — Lawless Beauty’s bestselling gloss and our most-loved scents and prints. We paired their iconic Forget the Filler lip formula with our top-selling Sugar Blush Hair & Body Mist scent, plus two of our most romantic fragrance-inspired prints: Happy Thoughts for Endless Dreams and Blooming Heirloom for Forever in Love,” Cohen said. “It’s a full-sensory LoveShack moment — dreamy, flirty and feminine, with all the high-performance magic Lawless Beauty is known for. Every detail feels like our worlds colliding in the prettiest, most playful way.”
The Forget the Filler lip gloss line — made up of 21 shades, from translucent white hue to deep burgundy — has become a cult-favorite within the TikTok beauty mecca, with its Maxi-Lip technology and shea butter formula that’s clinically proven to increase volume by 40 percent, according the brand. The LoveShackFancy additions are made with the same ingredients.
The new Forget The Filler Lip-Plumping Line-Smoothing Gloss shade Blooming Heirloom.
Jacobs recognized the significance of this collaboration, which marks the first time Lawless has partnered with a brand on a “full-scale” collection. “It’s a milestone moment for us. Partnering with a brand like LoveShackFancy, one we truly love and admire, allowed us to explore a softer, more romantic side of Lawless while still staying true to our bold, full glam roots. And because this collection is limited edition, it truly feels like a moment in time — something special you’ll want to grab before it’s gone,” she said.
According to Jacobs, industry experts predict the LoveShackFancy Forget the Filler glosses will garner more than $2 million in retail sales, making it “the year’s most successful holiday beauty collaborations.” She added: “Given the limited-edition nature of the collaboration, it is expected to sell out quickly.”
The new Forget The Filler Lip-Plumping Line-Smoothing Gloss shade Happy Thoughts.
Like Lawless, LoveShackFancy — best known for its East Coast, pink and white aesthetic — has generated widespread buzz online in recent years, with popular New York City influencers posting creative advertisements for the ethereal clothing, vacationing at the brand’s decorated cottage in the Hamptons and visiting Cohen’s illustrious West Village townhouse. Cohen’s home, specifically, was a hot topic on TikTok in July 2024 after she did a video tour, which garnered over 42.8 million views and 6.4 million likes on the app alone.