AI-powered shade matching that increased buying confidence, lifted AOV, and drove measurable complexion growth.
Lawless Beauty is a high-performance clean makeup brand built on the belief that glamour and clean ingredients should never be mutually exclusive.
Best known for its complexion heroes including the Forget The Filler Foundation, the brand combines full-coverage payoff with skin-conscious formulations across DTC and retail channels.
The rollout was supported by Power Digital Marketing, who introduced Tangent to Lawless Beauty as part of a broader DTC growth strategy. Their involvement ensured the personalization layer aligned with paid acquisition and conversion goals.
Foundation is one of the highest-intent categories in beauty and also one of the highest friction. Helping shoppers confidently select the right shade and finish was critical to reducing hesitation and increasing conversion.
Customers hesitated when selecting undertone and depth without guidance, leading to drop-off before adding to cart.
Coverage level, finish, and skin type added complexity to the buying journey, creating friction at every step.
High consideration purchases increased the risk of cart abandonment without guided product discovery.
Without structured discovery, shoppers browsed without a clear path to the right product for their needs.
To reduce hesitation and increase buying confidence, Tangent built a guided discovery layer tailored to Lawless Beauty's complexion category.
Three structured quizzes guiding shoppers by intent, entry point, and complexion need.
Depth, undertone, coverage, and finish mapped to deliver confident shade recommendations.
Results pages built to drive immediate add to cart and reduce purchase hesitation.
High-intent complexion data captured at every step to power personalized lifecycle flows.
Shoppers guided toward complete complexion routines, increasing basket value beyond a single product.
Quiz and Conversion Performance
Personalized shade discovery turned foundation hesitation into confident conversion across every key metric.
Acquisition and Retention Performance
Guided discovery drove new customer acquisition and strong post-quiz engagement.
For a complexion-led brand, shade confidence drives conversion. By introducing structured guided discovery, Lawless Beauty reduced hesitation and increased buying confidence. Foundation matching became a measurable growth lever.
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