The colorful and bright digital-first makeup brand Lime Crime celebrated it’s 10 year anniversary with a grand opening at Selfridge’s beauty hall in The United Kingdom. The self-proclaimed “cult-status” brand is well known and highly acclaimed for it’s PETA and Leaping Bunny certified cruelty-free and vegan cosmetics and hair products, which caught the attention of animal lovers and creative individuals worldwide.
The company, founded in 2008, influences it’s consumers to be vibrant and to express themselves unapologetically with products like metallic lipsticks and sparkly opalescent highlighters. Lime Crime’s multi-colored eyeshadow palettes, matte lipsticks and pastel hair dyes are just a few among the best sellers list on their website, including the Venus palette, which sparked a dark red grunge eyeshadow trend. Edgy and bold make-up looks are created with ease due to their extensive shades and color palettes.
Lime Crime’s fresh bold look resonates well with millenials that love to experiment and have fun in this “magical universe”. Listening to the demands of it’s “unicorns“, the brand is broadening it’s selection of products to further please their global community while taking advantage of the growing demand for vegan beauty products. The recent U.K. launch was nothing less than epic to no surprise. The brand has recently been looking to make changes to make the line more conventionally and comercially acceptable, beyond traditional beauty standards.
Lime Crime’s recent acquisition by Tengram Capital Partners, a leading private equity firm, will support and boost the company’s ability to expand and reach even more potential unicorns to join the “makeup for unicorns” squad, on a mission to revolutionize the make-up world. Lime Crime announced the deal back in June 2018 and are hopeful to continue to flourish and expand into new categories and partnerships and to “push past the traditional limits of beauty.”