Lime Crime, a cosmetics and hair color brand known for its bright, neon, and alternative makeup products, has recently expanded its presence in the beauty industry by launching its makeup line into Sally Beauty stores. The brand, which was founded in 2008 by Doe Deere and her husband Mark Dumbleton, is now owned by Stacy Panagakis and led by CEO Andrea Blieden.
View this post on Instagram
The expansion of Lime Crime's makeup products into approximately 2,500 Sally Beauty stores across the U.S. and Canada is expected to result in a 56% increase in overall business with the beauty retailer. Lime Crime already sells a variety of its hair dyes at Sally Beauty, and the brand's DIY hair color has proven to be a good fit for the store's unique customer profile over the past two years.
View this post on Instagram
In addition to its direct-to-consumer website, Lime Crime also sells its products through major retailers such as Target and Walmart. The brand entered these mass retailers a little over a year ago, but Blieden is particularly excited about expanding Lime Crime's offerings to Sally Beauty's customers, who are passionate and knowledgeable about color.
View this post on Instagram
Under Blieden's leadership, Lime Crime has lowered its makeup prices by 20% to 50% and updated some formulas and packaging. The company has also partnered with Black Trans Femmes in the Arts, providing a donation of $10,000. As part of its growth strategy, Lime Crime plans to focus on retail expansion and brand partnerships throughout 2023.
