Launched in 2008, LimeCrime was born out of a search to find makeup that would match founder Doe Deere’s Halloween look. Deere, who’s dubbed herself the Unicorn Queen and a rebel at heart, wanted something vibrant and playful that would standout in a crowd and on the cosmetics market. The brand’s slogan “makeup for unicorns” sums up the colorful, imaginative nature of their products. The brand focuses on makeup as a form of self-expression instead of a way to disguise imperfections. When asked about her company, Deere replied, “I make makeup for girls and boys like me who express themselves unapologetically.” The company was also a pioneer in marketing themselves solely on digital and social media platforms, giving the brand an underground following.
Deere is actively engaged with her brand and incorporates her personal convictions into its culture by 100% vegan and cruelty free products. Vegan makeup has no animal ingredients or byproducts, such as lanolin, whey, carmine, and beeswax often found in cosmetics. All products are cruelty free, which means they were never tested on animals. LimeCrime has a Leaping Bunny Certification, which is the approval of eight different national animal protection organizations, and a PETA (People for the Ethical Treatment of Animals) certification.
Some of the brand’s bestselling products are the Velvetines, a collection of matte liquid lipsticks “inspired by rose petals.” The Velvetines are available in 40 shades, ranging from neutrals to classic reds to blues and purples. Another popular makeup collection is the Venus eye shadow palettes, described as a “mash of Botticelli’s classical painting with the rebellion of the 90s.” The collection has three different palettes, which incorporating brighter colors with grunge scene aesthetics. A recent addition to the brand is Unicorn Hair, a line of do-it-yourself semi-permanent hair dye providing full coverage, tints, and mixers. Unicorn Hair is available in 32 shades, allowing for endless dyeing possibilities when customizing hair color. LimeCrime’s vast array of products all work to make their customers feel like the most vivid, magical version of themselves.