Sideman & Bancroft Partner Alisa Won recently advised LAWLESS, a clean color cosmetics brand, in a growth equity investment from Cult Capital.
Founded by Annie Lawless, LAWLESS BEAUTY offers clean color cosmetics focused on high impact, full-coverage products, allowing consumers to maintain a clean, wellness focused lifestyle. LAWLESS BEAUTY’s new partner, Cult Capital, invests in emerging, high-growth consumer brands that maintain a strong connection to followers and have a deeply committed customer base. The capital from the minority investment will be used for product innovation, team expansion, marketing efforts and deepening the brand’s relationship with Sephora.
Providing beauty brands market sanity checks and advice on key deal terms in early stage financings contributes to a sound foundation for the business and its growth, according to Alisa Won, a corporate partner at Sideman. “And working with Annie exposed me to her intelligence and passion regarding her products and business. It’s fulfilling to advance her company,” she said. Alisa represents emerging and established companies in the consumer product, beauty, personal care and health and wellness industries on financing and merger and acquisition transactions and day to day corporate matters. In addition to her representation of LAWLESS BEAUTY, Alisa also advises other clean beauty companies, including Youth To The People and ILIA Beauty.