Lime Crime, the digitally native makeup brand, announced in June that it was acquired by Tengram Capital Partners. Stacy Panagakis, the former General Manager of Fresh, joins the brand as its new Chief Executive Officer.
Through the acquisition, Lime Crime will expand its partnership with brick-and-mortar retail stores and focus on growing its online presence through its flagship website and other digital retailers. Lime Crime is also working on developing new products that feature the whimsical innovations the brand is known and loved for.
The acquisition does not change Lime Crime’s dedication to its core values. The brand was founded by Doe Deere in 2008 as a makeup brand for unicorns – people who live fearlessly. Lime Crime is a vegan and cruelty-free makeup brand that has been certified by PETA and the Leaping Bunny Program.
Tengram Partners also recognizes the tremendous loyalty that Lime Crime has inspired among its users. Through social media, word-of-mouth, and email, Lime Crime unicorns are devoted to the brand and its products. To date, Lime Crime has over 4.4 million followers from around the world tuning in to its social channels.
Many Lime Crime products quickly become cult favorites the moment they’re introduced. The Velvetines Matte Liquid Lipsticks were one of the brand’s original products and remains a mainstay. The Velvetines are inspired by rose petals and have a unique formula that glides on as a liquid but dries down to a matte finish. Lime Crime founder Doe Deere has said that the Velvetines were among the first of their kind in the beauty world.
Last spring, Lime Crime also introduced Unicorn Hair, a series of semi-permanent hair dyes with big color impact. Since the launch, Lime Crime fans have been posting pictures and videos of the ways they’ve combined Unicorn Hair dye colors to create bold new shades.