Lime Crime is an innovative and forward-looking beauty company that offers a huge product line to customers. The company started as an online outlet, and the products have expanded into the world of retail stores. The mission is to empower consumers to express themselves fully through a colorful product line. The idea of beauty as a way to express personal freedom is a foundational idea of the company. Doe Deere and her partner, Mark Dumbelton, began the business in 2008.
The company was based on a powerful concept. The basic idea was to provide consumers with a range of innovative beauty products that will enable them to fully express their inner creativity. These beauty products offer a lot more than just the powerful creative options; they are also produced in an ethical manner, and this is a core part of the company’s marketing strategy.
The products are represented as vegan and free from cruelty to animals. This message resonates with a large range of customers who are from a new generation. These are young people who are fully aware of the importance of the role that the production process has in creating ethical products. They also provide a loyal following to Lime Crime because of the organizational commitment to ethical production.
This base of customers tends to receive news of a new product line with a great amount of excitement, and the results of this marketing strategy are well-documented. It also attracted the attention of a large investment firm, which subsequently arranged a transfer of ownership in 2018. This signals a massive change in the future of the company, and there has been a lot of noise and speculation around the change in ownership and leadership within the business.
Past Successes, Future Growth Strategies
After 10 years of building the brand, products and customer base, a change in the leadership is occurring. The founding member of Lime Crime has now joined the Board of Directors while passing the leadership of the business to Stacy Panagkis. This change happened in 2018, and it was met with a lot of speculation by unicorns who are always following the company closely to see what will be happening next. The change in leadership was also accompanied by a change in ownership, which raised even more questions.
The company was acquired by Tengram Capital Partners in the same year, and the partner of this investment firm remarked that the brand had achieved a lot during the first decade in business. The addition of the investment firm to the organization is certainly a major milestone when it comes to the growth of the organization. There are additional plans to expand the existing products and introduce new ones to global markets. This will take place through existing online channels as well as physical retail outlets.
Tenegram Capital Partners uses private equity to promote brands that have established a base of support and public recognition. The acquisition of Lime Crime signals a certain degree of market success, which was accomplished during the first decade in business. The new CEO plans to continue the original vision of providing unicorns with innovative and ethical beauty products that empower self-expression. She also brings a wide range of experiences from the fashion industry after serving as general manager of Fresh, which is based in New York.
This combination of experience and innovative promises to lead Lime Crime into new areas of growth while preserving the core vision of the brand. The future of the company will be determined by the new structure. However, the founding member’s participation on the Board of Directors assures existing customers that the original vision of the makeup brand will continue throughout the changes. The Lime Crime products will continue to be associated with cruelty-free makeup despite any internal changes within the organization. This will be done while maintaining the colorful packaging that sets this brand apart from the competition.
Lime Crime’s Product Lines
Lime Crime has established a brand that is associated with creativity, self-expression and ethical production practices. This foundation was built over a decade of hard work and dedication. The customers who are most loyal to the brand are affectionately called unicorns, and they constitute the base of support. Future product lines promise to build on this foundation. Additional product lines will embrace the innovative looks generated by loyal consumers who often enjoy talking selfies and posting them online.
These are the customers that create the most valuable publicity for the brand because they are genuinely thrilled about the looks they can achieve. The typical Lime Crime makeup kit includes nail polish, eyeliner, mascara, lipstick and hair color products. There are also color palates available to assist customers who are concerned about the compatibility of various shades. This brand will continue to inspire unicorns for many years to come.
