The future is bold and beautiful for LAWLESS Beauty founder and CEO Annie Lawless Jacobs.
ALL PHOTOS BY TIM MELIDEO; SHOT ON LOCATION AT RANCHO VALENCIA RESORT & SPA
Whether you know San Diego local Annie Lawless Jacobs as the face and CEO of LAWLESS Beauty or as the stunning philanthropist that’s often seen with her husband, Jeff Jacobs, 4-year-old daughter, Daisy, and stepsons, Jett and Jagger, at Rancho Valencia Resort & Spa, there are a few things about her you may not know. She’s a Phoenix, Ariz. native who moved to San Diego in 2010 to pursue a law degree at the University of San Diego, where she quickly realized being an attorney was not her dream. And she’s battled autoimmune diseases for as long as she can remember, a journey that would ultimately hold the keys to her happiness and success in both business and love.
“When I moved to San Diego, I realized I was extremely unhappy in law school and did not want to be a lawyer. I dropped out of law school and began working and teaching at a local yoga studio in La Jolla where I met someone who was cold press juicing like me,” recalls Lawless Jacobs, who was drawn to juicing to heal her impaired gut with high levels of nutrients. “We instantly connected and bonded over our love of nutrition and wellness and began a local home-delivery juice service together.” The juice she was offering was Suja Organic, the cold-pressed juice brand that would go on to line the shelves at Whole Foods, Target and Costco. “Our clientele was primarily friends and fellow yogis in our community,” she shares. “It took off very quickly, and we took on partners and investors to scale the business. In 2015, we sold half of the business to Coca-Cola and Goldman Sachs.” Yes, the juice was certainly worth the squeeze.
Through Suja, she met Jacobs—the son of Qualcomm titan Irwin Jacobs and philanthropist Joan Jacobs—who co-owns Rancho Valencia Resort & Spa, the San Diego Padres, the Sacramento Kings and his beloved Jeffs' Beach Burgers. “I was delivering juice myself at that time, and in a brief interaction, it was clear there was a spark. We kept talking, and he kept ordering juice. Over many months, we slowly became inseparable, and it was clear to both of us that we felt like home to each other,” shares Lawless Jacobs. “He has been my biggest supporter and encourages me to chase my dreams and go for everything I want to do. We have been together for 12 years, married for almost seven, and we welcomed our precious daughter, Daisy, four years ago.”
It was around the time of their marriage seven years ago that Lawless Jacobs was ready to pursue another passion: makeup. In late 2015, she wrote a post on her former blog, Blawnde, about making the switch to clean skincare, but realized she didn’t own any clean makeup. “I purchased everything I could find on the market at the time. I found that clean makeup was just not at the performance level of what I was accustomed to from the conventional legacy brands I was using,” she says. “I am a glam girl and love full coverage, long-wearing, high-performance makeup and figured if I couldn’t find clean makeup that I was willing to use in place of my conventional favorites, as an ingredient-conscious woman with autoimmune issues, there have to be so many other women out there who also love beautiful, luxury makeup but want to avoid certain ingredients too.” From there, the wheels began turning. “I immediately recognized a big white space in the clean beauty world. I wanted to create a makeup brand that wasn’t necessarily a ‘clean’ brand but just a great makeup brand that was also clean. Th at was the birth of LAWLESS.”
Sold at Sephora, LAWLESS Beauty is known for its high-performance formulas featuring uncompromising, clinically tested ingredients. When pressed to share her favorites, the founder is quick to share that she genuinely loves all of her products. “If I have to choose, I am always going through our Forget the Filler gloss in Daisy Girl in an excessive way. I also cannot get enough of our new Pinch My Cheeks cream blush in Starburst; it is my summer obsession. And I can’t ignore my devotion to our overnight lip mask in cherry vanilla and our Forget the Filler plumping face cream. My husband might actually go through our face cream faster than me!”
Ultimately, she hopes to leave the world a more beautiful place for her daughter, Daisy. “She has been the most heart-expanding, important, meaningful thing I will ever do in my life. Everything I do comes back to her, and in my work, I prioritize every second I spend away from her on the things that I really love and let the rest fall away,” she shares. “She has given me a priceless perspective on life that I didn’t have before. My greatest wish is to be someone my daughter is proud of. If she grows up, looks up to me and wants to be like her mom, that is my legacy.”
WAKE-UP TIME: 5 a.m.
WORKOUT: Hiking Torrey Pines
BRUNCH: A Lawless Rancho Water, ceviche and guacamole in a cabana at Rein, the spa pool restaurant at Rancho Valencia
CURRENTLY WATCHING: Palm Royale and The Real Housewives of New Jersey. Don’t judge me!
THEME SONG TO YOUR LIFE: “Three Little Birds” by Bob Marley
ZODIAC SIGN: Scorpio
ESCAPE: Amalfi Coast
LAST MEAL ON EARTH: Spaghetti Bolognese
DINNER: Hamachi and steak frites at The Pony Room at Rancho Valencia
BEST ADVICE: Play in the game of life; don’t sit on the sidelines.
MANTRA: If it’s not a hell yes, it’s a hell no.
SOULMATE: My husband
ON MY WISH LIST: A whole week off
BEDTIME: 10:30 p.m.
Photography by:
