Annie Lawless on making lipstick that's safe enough to eat

Annie Lawless is on a mission to make clean makeup as luxurious as its classic counterparts.

"As a makeup girl who loves full coverage and wears a full face of makeup every day, I just couldn't find clean products on the market that performed the way a lot of the conventional makeup I was used to using did," Lawless said on this week's episode of the Glossy Beauty Podcast.

Though clean skin care had trickled down to consumers, thanks to brands like Drunk Elephant, clean makeup was largely still unchartered territory.

"It seemed so crazy to me that I was spending more on clean skin care and then putting those ingredients right back on my face five minutes later with my makeup," she said. "We've all put on lipstick, and an hour later, it's off. Where did it go? I mean, we ate it, essentially," Lawless said.

In the latest Glossy Beauty podcast, Lawless talked about her brand founder story, what she thinks of acquisition and how why she's eager to get back to basics.