getting to having to it all

Selected for“HiConcepts in Profile,” Annie Long Sullivan, Executive Director at Beautycounter and CEO of Team Sullivan has found the magical formula to juggle the demands—kids, co-pilot, career, fashion, fitness, friends--of the modern woman to work for her instead of against each other.  She shares the values and approaches that led to her finding the elusive “having it all” mantra of feminism by paradoxically “giving it all” for the benefit of others.

A quick perusal of the “Annie Beauty Chic” Facebook page (whose members are affectionately known as “ABC”-ers) shows a vivacious, hilarious, too-good-to-be-true perky wife and mother of four equally active pre-teens/teenagers.  But what sets Annie Long Sullivan apart from the Donna Reeds of the ‘50s and the Charlotte Pickles of the ‘90s is that she embodies the ideals of both by-gone eras to present her followers with a woman who is all without pushing the beleaguering agenda of “having it all.”

Annie is an Executive Director and Founding Member at Beautycounter, a lifestyle brand focused on getting safe cosmetics and personal care products into the hands of everyone.  Since its inception in March of 2013, Beautycounter has grown to a partnership with Target and celebrity testimonials from Victoria’s Secret models to U2’s Bono.  Busily raising her bubbly brood of four (twins Caroline and Catie, Ellie, and good sport/only son Dermot who has been subjected to the Beautycounter charcoal mask), Annie was at first doubtful of joining Beautycounter, but was truly inspired and determined to spread the message of clean-living to her family and friends.  “We ate vegan, we exercised, stayed hydrated---everything you’re supposed to do, but I didn’t know what I was allowing into my family’s bodies every day as far as personal care products.  I was shocked and moved to action because alerting consumers to unsafe ingredients in products—giving moms like me a voice and the option to provide the best, most high-performing products for their children---is a real game changer and one of the biggest fights in our generation.” 

On May 16, 100 Beautycounter consultants from all 50 states held over 90 meetings in Washington, D.C. to lobby for new public health protective laws, i.e. more explicit labeling standards, in the grossly unregulated beauty industry (where the lack of transparency has allowed ingredients like formaldehyde to be a staple of even luxury cosmetics).  Chic and snazzy, capturing the most adorable photo of herself in front of Senator Cory Booker’s office, Annie was a one of the proud delegates sporting a “B” button on the steps of Capitol Hill.  “I want to be a role model for my children, that a woman can have it all, but on her terms.  I believe in my work beyond the bottom line, so my kids get to see how passion fuels professional success without the cost of personal sacrifices to them.” 

Along with her updates on Beautycounter’s latest products (and her Founding Member status means Annie has the best 411), she includes head-to-toe fashion tips with whimsical tidbits of everyday life to relate to---e.g. a full Sullivan family karaoke tribute to the late, great David Bowie complete with dancing to “Under Pressure,” an on-the-go tutorial for applying under-eye concealer while shuttling the kids to different schools (filmed by one of her daughters a riding shotgun), debate forums on the WASPy hunk, Shepherd Rose of “Southern Charm,” and MONOGRAMS, MONOGRAMS, MONOGRAMS.  

Annie is indeed a role model for a new age of women…and men.  “It’s important to me to show my daughters what women are capable of, but also my son.  If we’re true to ourselves, our values, our families---there’s no limit, but without that devotion to what really matters there’s no bottom either, so it’s of tantamount importance to be true to yourself.”  Smart, gorgeous, and probably so youthful looking because of all the smiling (or Beautycounter products…nice plug, right?), but most importantly a woman who has made work part of her life and family, not vice versa.