LAWLESS Beauty Unveils New Foundation Within Famed Forget The Filler Franchise

Forget The Filler Skin-Plumping Line-Smoothing Foundation's formula is created with Maxi-Youth™ to visibly improve skin.

LOS ANGELES, Feb. 18, 2025 /PRNewswire/ -- LAWLESS Beauty, where high performance makeup meets clinically proven skincare efficacy, adds Skin-Plumping Line-Smoothing Foundation to their award-winning Forget The Filler franchise. The newest innovation is powered by the brand's skin-smoothing Maxi-Youth™ Hyaluronic Acid complex and is supported further with active skincare ingredients that measurably improve skin's appearance while promising weightless coverage, blur, and long wear.

The star ingredient, Maxi-Youth™, is also the powerhouse in the brand's customer favorite, Forget The Filler Skin-Plumping Line-Smoothing Perfecting Cream, thanks to its powerful Hyaluronic Acid skin-smoothing agent. It is proven to visibly smooth skin texture, reduce the appearance of wrinkles, and improve skin elasticity. Forget The Filler Skin-Plumping Line-Smoothing Foundation is dermatologist-tested, fragrance-free, and vegan, and proven to be non-irritating, non-comedogenic, and non-acnegenic to prevent breakouts. With 33 inclusive shades spanning from fair to deep, the range ensures proven skin solutions for all skin tones, while promising at least 12 hours of wear. 

To provide maximum benefits, in addition to Maxi-Youth™, the foundation is formulated with active skincare ingredients and peptides, including a blend of glycerin and vitamin E to protect and repair skin. The pigment is formulated with a proprietary technology to improve skin adhesion with enhanced color vibrancy and uniformity. The noticeable blurred finish of the formula is supported by a first-of-its-kind, micro plastic-free spherical powder which delivers an impeccable soft-focus blur effect, minimizing visible imperfections, fine lines, and pores. 

"The spirit behind innovation at LAWLESS is to trailblaze and Forget The Filler Skin-Plumping Line-Smoothing Foundation embodies this spirit in full glory. As a busy mom, wife, business owner, and founder, who is trying to avoid painful and expensive in-office procedures, my makeup must work hard for me from the moment I apply it in the morning to the moment I wash it off at night, and I know so many people in our community relate to that. 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! More 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. After 200+ iterations, rigorous clinical testing, and expansive research, we created our version of complexion perfection - Forget The Filler Skin-Plumping Line-Smoothing Foundation. Formulated with efficacious, non-comedogenic, non-acnegenic, clean ingredients and validated by clinical studies, we can confidently say there is nothing else like this on the market!" – Annie Lawless Jacobs, Founder of LAWLESS Beauty.

During clinical testing of the product, participants noted the following:

• 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

"When I joined LAWLESS Beauty five years ago, we had big dreams to challenge the status quo in beauty. When so many saw makeup as a material thing, we saw makeup as self-care. When so many saw makeup as purely surface, we saw an opportunity for makeup to go much further – to truly 'move the needle' if you will, and that is how we think about our hero franchise, Forget The Filler. Instead of following a 'no pain, no gain' mindset, we seek to make beauty a pure pleasure, inspiring you to embrace your face with products that make you feel amazing the moment you put them on, and improve your skin while you wear them. Forget The Filler Foundation encapsulates everything we aspire to be and offer as a brand, and continues to build upon the aggressive growth trajectory of LAWLESS." – Rachel Shelowitz, CEO of LAWLESS Beauty.

LAWLESS Beauty first debuted Forget The Filler in January 2021 with the launch of their iconic Lip-Plumping Line-Smoothing Gloss, which quickly sold out and established a cult following. Formulated with Maxi-Lip™ (a similar complex to Maxi-Youth™, but for the lips), Forget The Filler Lip-Plumping Line-Smoothing Gloss is clinically proven to improve lip condition, visibly reduce lip folds, and improve lip hydration. The brand then added an Overnight Lip-Plumping Mask, Lip-Plumping Line-Smoothing Tinted Balm Stick, and Lip-Plumping Line-Smoothing Satin Cream Lipstick. In the Fall of 2023, LAWLESS thoughtfully expanded the line into skincare by releasing its Skin-Plumping Line-Smoothing Perfecting Cream, which has been a top 3 selling SKU since launch. In just under five years, one Forget The Filler product now sells every minute.

"Forget the procedures. Forget the toxic ingredients, the insecurities, the heavy products, the complicated routines. Forget The Filler, and embrace your face! 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. As we neared launch, our three-day influencer summit expanded this dialogue by bringing together diverse voices across gender, age, and ethnicity to further explore the brand's mission and the deeper meaning behind Forget The Filler. Together, we celebrated our community, shared personal journeys, and inspired one another to take our time, prioritize self-care, and demand more from our makeup." – Amanda Tong, SVP Global Marketing of LAWLESS Beauty. 

The Forget The Filler Skin-Plumping Line-Smoothing Foundation retails for $43 and is available in the U.S. at LAWLESSBeauty.com, Sephora.com, and select Sephora stores. For more information on the launch and the brand, please visit LAWLESSBeauty.com. 

About LAWLESS Beauty®
Founder Annie Lawless Jacobs started LAWLESS Beauty out of a genuine need for cleaner, better formulations that actually work! As a mother, entrepreneur, bona-fide glam girl, and someone who has lived with multiple auto-immune issues for her entire life, Annie simply could not find products with the performance she needed, that were also clean. This inspired the brand mission to reimagine beauty as a daily source of pleasure, where high performance makeup meets clinically proven skincare efficacy, inspiring people to show up for themselves, every day.

SOURCE LAWLESS Beauty