Lawless Beauty rolls out Forget The Filler cream

Lawless Beauty’s Forget The Filler lip-plumping product line is expanding with a new launch that targets skin’s overall health.

Forget The Filler Skin-Plumping Line-Smoothing Perfecting Cream, which is powered by Maxi-Youth, is a deep treatment and priming moisturizer that looks to plump, smooth and perfect the look of skin.

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Using Maxi-Youth, a biometric hyaluronic acid complex that contains Glycokines that are obtained by fermentation, the cream also is supported by peptides and hero anti-aging ingredients and a cloud-like formula that looks to restore moisture, suppleness and smoothness to the skin, the company said.

“As the Founder of Lawless Beauty, but also a busy mom and someone who suffers from multiple auto-immune diseases, it is of the utmost importance that our products go beyond standard parameters for ‘clean beauty’ and outperform conventional beauty favorites. We work relentlessly to move the benchmark of what's possible, to create a legacy brand that just so happens to be clean,” says Annie Lawless. “Because of our stringent guidelines, we have to navigate around traditional ingredients that are typically utilized in order to maintain superior efficacy. It took us a dizzying number of modifications to ensure the texture was perfect, include the highest concentration of skincare actives, and ensure the formula would enhance the performance of makeup.”

Suitable to be used as a priming base for makeup, the product subtly blurs texture and extends the wear of complexion products, the brand noted.

[Read more: Ayesha Curry enters skin care space with Sweet July Skin]

Lawless Beauty’s Forget The Filler Skin-Plumping Line-Smoothing Perfecting Cream retails for $52 and is available online and in stores at Sephora.