Lime Crime is a makeup brand that set a major trend the world was not expecting. It is the first makeup guaranteed to be cruelty-free and vegan-friendly. On June 18, 2018, Lime Crime announced that it was acquired by a well-known company, Tengram Capital Partners. Tengram Capital Partners is a private equity firm that focuses only on retail companies and branded consumers.
The company was initially founded in 2008 by Doe Deere and Mark Dumbelton. The company was native to the online world and did not have a brick and mortar location. The company has prided itself on becoming a leader in helping women be creative with their personal expression of beauty and helping them express themselves in ways they could not before. Users of Lime Crime are encouraged to do their make up in ways that help them stand out from the crowd and the extensive line of products provides them with more opportunity than ever before.
What products have helped them allow women to redefine themselves?
- Diamond Crushers lip toppers
- Unicorn hair
- A more extensive lipstick color palate
Over time, they became a well-known brand and quickly developed a high-demand at retailers like Bloomingdales, Riley Rose, and Ulta.com. It became the largest leading color cosmetics brand in the United States and London. More recently, it launched in the UK. They also have connections with Cult Beauty, FeelUnique, and Selfridges.
Tenagram plans to maintain the uniqueness of the makeup line and the integrity and purpose of the company as a whole. They also plan to expand upon the product’s current offerings and provide a broader range of makeup products and colors for women who want to stand out and show just how unique they are. Many followers of this makeup line can’t wait to see what will come next now that the brand has the opportunity to grow at a more significant scale now.
Find out more about Lime Crime: https://www.nordstromrack.com/brands/Lime%20Crime