Lime Crime – Wikipedia

Lime Crime
Kind Public
Trade Cosmetics
Based 2008
Founder Doe Deere

Los Angeles


United States of America

Proprietor Stacy Panagakis

Variety of staff

Web site

Lime Crime is an American cosmetics model that was based and launched by Doe Deere. The model is well-known within the magnificence group for its eccentric and vibrant merchandise, in addition to the controversies surrounding Deere and the corporate. As well as, the model was independently owned by Deere till its acquisition by Stacy Panagakis and the Tengram Capital Companions in 2018.[1] Lime Crime can also be licensed as vegan and cruelty-free by each PETA and the Leaping Bunny.[2][3] The model is at present stocked at retailers similar to ASOS, Revolve, Cult Magnificence, Ulta and Bloomingdale’s.[4]

In 2004, Doe Deere (beforehand Xenia Vorotova) initially launched Lime Crime as an unique, handmade vogue line, which was solely offered from her eBay account.[5] The model was cofounded by her companion, Mark Dumbleton.[6] Deere was 23 years previous on the time of the launch.[7] The unique aesthetic of Lime Crime vogue was Lolita-inspired, presenting vibrant colors and summary patterns.[8] The official launch of Lime Crime Make-up was in October 2008,[7] which featured a small assortment of vibrant glitters, free pigments, brushes and blush.[8] The unique costs of those merchandise ranged from US$12 to US$25.[7]


As of Could 2019, Lime Crime gives varied beauty and sweetness merchandise, that are separated into the next classes on their web site: Lips; Eyes; Face; Hair; Bundles; Equipment.[9] The model is reported to supply 24 shades of its hair dye and 102 make-up merchandise.[4]

Lip Merchandise[edit]

Their lip merchandise embody liquid cream lipsticks (“Lip Blaze”), matte lipsticks (“Plushies Comfortable Matte Lipstick”) and metallic lipsticks (“Velvetines Liquid Lipstick”), lip liners (“Velvetine Lip Liners”), lip glosses (“Moist Cherry Glosses”) and iridescent lip toppers (“Diamond Crushers”).[10] Their lipsticks are both in a liquid lipstick tube with a doe foot applicator or the normal lipstick tube (as seen on Lime Crime’s diamond lipstick).[9] The model gives over 150 varied colors and formulation of lip merchandise.[9]

Eye Merchandise[edit]

Lime Crime’s eye vary options varied eyeshadow palettes (together with the “Venus” grunge eye palettes), pocket-sized eyeshadows (known as the “pocket sweet”), in addition to their “diamond dew” liquid eyeshadows.[10] The corporate additionally sells pressed-pigment eyeshadow quads.[10] These eyeshadows are one of many best-selling merchandise on the Lime Crime web site and have matte, satin and metallic finishes.[9]

Face Merchandise[edit]

In response to the Lime Crime web site, the corporate additionally gives smooth matte blushes, glow blushes, and “Hello-Lite” highlighter palettes.[9] These merchandise are very harking back to the unique intentions of Lime Crime as a consequence of their vibrant hues, notably because the “Hello-Lite” palettes are mermaid and unicorn themed.

Hair Merchandise[edit]

Lime Crime’s hair vary consists of glitter and pastel hair color sprays, full protection hair dyes, color tints, hair color mixers, in addition to pattern dye packets.[9] Their vary of semi-permanent hair dyes has been praised for being one of many solely vegan hair dye formulation available in the market.[11]

Bundles & Equipment[edit]

Lime Crime gives varied bundles for his or her hair colors, eyeshadows and lipsticks in an try to encourage their goal market to buy extra merchandise with a barely discounted worth. Furthermore, the model additionally gives equipment similar to make-up brushes and make-up baggage, which perpetuate the model’s unconventional picture with the shimmer, vivid colors and holographic supplies utilised of their make-up brushes and cosmetics baggage.[9]

Advertising and marketing[edit]

Lime Crime utilises buyer engagement, public relations and advertising methods that revolve round creativity, individualism and uniqueness.[12] As a result of the truth that the model may solely be bought on-line till just lately, Lime Crime needed to make use of on-line advertising and develop a big social media presence with a view to spotlight their merchandise. Their merchandise are positioned as instruments for self-expression, particularly as they encourage creativity by means of the buyer’s creation of distinctive seems to be with their brightly-coloured merchandise.[12] On social media, the model actively encourages followers to publish pictures of their make-up seems to be that utilise Lime Crime merchandise. The model reposts these footage with a view to concurrently help their prospects and while inspiring different followers to buy these merchandise and use them creatively. Moreover, the model’s motto is “make-up for unicorns”, which emphasises how the corporate believes in cosmetics as a technique of self-empowerment and artistic expression.[13]

Lime Crime have been closely marketed in response to their cruelty-free, vegan model ethos.[14] In 2018, there have been rumours circulating that the corporate was desirous about increasing the distribution of their merchandise to China.[15] This isn’t stunning contemplating the truth that in 2017, the retail gross sales within the nation’s cosmetics sector equated to US$36.four million, with gross sales persevering with to extend at an exponential fee.[16] Nevertheless, this growth could be difficult to the ethos and picture of the model, as beauty merchandise manufactured from overseas firms are required by legislation to endure animal testing with a view to promote in China.[17] So as to retain the corporate’s cruelty-free and vegan nature, Lime Crime offered their merchandise by means of Revolve, who have been capable of ship to China straight from america of America and keep away from the animal testing legislation.[15] On account of this, the earlier International Normal Supervisor of Lime Crime, Kim Partitions, has acknowledged that this methodology of gross sales in China has eradicated roughly 1,700 month-to-month listings from counterfeit e-retailers.[4] Furthermore, this has led to the confiscation and destruction of over US$2 million in product worth in counterfeit items from the earlier yr.[4]


Lime Crime was initially based as an impartial firm by Doe Deere and her husband, Mark Dumbleton, in 2008.[6] Nevertheless, in 2018, the model was bought by Tengram Capital Companions, a non-public fairness agency that aimed to develop Lime Crime as a standard and commercially acceptable model.[1] As a result of Tengram’s acquisition of Lime Crime, Stacy Panagakis would change Doe Deere because the Chief Government Officer.[1] The model’s shift from an independently owned model to an organization that’s supported by company funding would permit the model to develop its market choices and product distributions. Thus, Deere has joined the model’s board of administrators and stepped down from the each day operations.[1] Moreover, Sasha Valentine, a long-time worker and Chief Artistic Officer of Lime Crime, would proceed to collaborate with Panagakis to succeed its progress prospects.[18] In June, 2018, it was confirmed by a consultant from Lime Crime that Kim Partitions, the model’s International Normal Supervisor had departed from the corporate.[18]


Authorized motion towards on-line critics[edit]

Lime Crime has threatened authorized motion towards varied influential bloggers who’ve given criticism to the model and its merchandise. These criticisms principally revolved across the subject of repackaging wholesale pigments for a larger markup and the shortage of transparency that Lime Crime offered to their prospects relating to this subject.[19] As a result of this repackaging subject, many bloggers publicised the inconsistencies in product formulation, notably within the colors and formulation of lipsticks, which have been the identical shade title.[19]

A magnificence blogger recognized as Le Gothique claimed that she was legally warned by Lime Crime in 2009.[20] She claimed that the model insisted that she delete her damaging overview of her Lime Crime merchandise and as an alternative publish their offered apology verbatim.[20] An analogous incident occurred in 2014, when Lime Crime sued blogger, Michelle Jascynski on the idea of defamation of character and copyright infringement.[20] Jascynski operated a weblog entitled “Doe Deere Lies”, which was devoted to exposing Lime Crime’s alleged wrongdoings by offering proof.[20] This lawsuit totalled roughly US$250,000, however was later dismissed because it had no authorized grounds.[20] Along with this, there are various unconfirmed claims from magnificence influencers and bloggers which have acknowledged that Lime Crime had despatched them stop and desist letters.[8] The model has additionally been recognized for deleting essential or damaging feedback from their social media pages till late 2014 in an try to take care of their model picture.[19]

“China Doll” palette and cultural appropriation[edit]

Lime Crime launched a five-pan palette in early 2012, which sparked backlash from the make-up group as a consequence of its cultural appropriation of Chinese language tradition.[8] The “China Doll” palette sparked outrage by means of each the product itself in addition to the promoting marketing campaign, which showcased a caucasian mannequin in a Japanese kimono while interchangeably exploiting an aesthetic primarily based on 1920’s Chinese language girls.[21] This perpetuated the stereotype of the ‘Lotus Blossom’ and orientalism.[21] This cultural stereotype was additional reiterated by means of the outline of the palette:

“Do not let her milky pores and skin, pouty mouth and flushed cheeks idiot you, beneath the poised facade, there lies a coronary heart of a tigress”.[21]

Quickly after this controversy arose, Lime Crime’s founder, Doe Deere, issued an apathetic apology and justification of the “China Doll” promoting marketing campaign on her weblog.[15] However, many members of the sweetness group have been left feeling unfulfilled by Deere’s apology, claiming that it was nonetheless culturally insensitive and ignorant as she made restricted efforts to regulate the product and marketing campaign.[21]

The Lime Crime Boycott at IMATS[edit]

Regardless of Lime Crime’s shift in goal markets, there has not been a shift within the model’s ethics. The model started to focus on youthful audiences as many members of YouTube’s ‘magnificence guru’ group, similar to Jeffree Star, publicised their dislike for the model.[19] That is thought-about one of many primary causes as to why Lime Crime started to say no in reputation. After a few years of attending the Worldwide Make-Up Artists Commerce Present in Los Angeles (IMATS LA), a famend magnificence and cosmetics conference, the model failed to indicate in 2014.[19] Members of the web magnificence group believed that this was a consequence of a petition that was established to boycott the model at IMATS NYC (Worldwide Make-Up Artists Commerce Present in New York Metropolis).[19] This petition garnered roughly 12,600 signatures out of the objective of 20,000 signatures.[19]

Lime Crime’s Cyber Safety Leak[edit]

On 15 February 2015, Lime Crime reported on their Instagram account that their web site had been infiltrated by bank card hackers.[22] This safety breach was energetic from four October 2014, to the date of the Instagram announcement, supposedly exposing buyer knowledge similar to names, bank card particulars and addresses.[23] Nevertheless, many patrons of the positioning claimed that Lime Crime was accountable and that they dishonestly dealt with this bank card leak. Some claimed that the corporate had knowingly been utilizing an expired SSL certificates with a view to safe and retailer prospects’ bank card data.[22] Moreover, the plaintiffs claimed that Lime Crime had been conscious of those safety breaches since November 2014, however have hid this data from shoppers by ignoring early buyer studies of the problem.[23] The client data that was uncovered was additional utilised to make worldwide purchases for months.[19] Though nearly all of the victims misplaced roughly $200–300 USD by means of unauthorised worldwide purchases, some prospects reported fraud of as much as US$10,000.[19]

In December, 2017, Lime Crime confronted steady negotiations between counsel and mediation periods with a retired decide earlier than agreeing to a $110,000 class motion settlement.[23] This funding was to be allotted amongst qualifying Class Members who submitted well timed and legit claims.[23] The potential award for these Class Members was a cost of as much as $44 in addition to entitlement to a fifteen-percent low cost off future purchases from Lime Crime make-up.[23] This low cost was redeemed by means of a coupon code, which was despatched to every class member, and was legitimate for about one yr.[23] The victims of this cyber safety leak responded negatively to this compensation as they not needed to help the model and its merchandise.[19]

FDA Scandal[edit]

On 29 July 2015, the U.S. Meals and Drug Administration (FDA) reviewed the Velvetines Liquid Matte Lipsticks and issued an official warning letter for the shade “pink velvet.”[24] This letter acknowledged that Lime Crime’s use of ferric ferrocyanide and ultramarines within the method of this specific lip stain violates the Federal Meals, Drug, and Beauty Act.[25] Lime Crime’s social media pages articulated that this violation was due to a misprint on the product’s packaging.[25] Megan McSeveney, an FDA press officer, claims that the FDA investigation was launched because of receiving six complaints from shoppers inside a interval of two months.[25] Nearly all of those that complained have been ignored by the model or have been merely blocked on social media platforms, similar to Instagram and Twitter.[19] Equally to the safety breach scandal, Lime Crime didn’t e-mail shoppers when the FDA warning letter was launched – addressing the problem by means of particular person Instagram feedback relatively than by publishing a public declaration instantly.[19] In November, 2015, Lime Crime revealed a FDA close-out letter on their web site, which verified their corrections to the mislabelling on their product packaging.[19]


  1. ^ a b c d Utroske, Deanna (19 June 2018). “Lime Crime acquired by Tengram Capital Companions and now led by Stacy Panagakis”. William Reed Enterprise Media.
  2. ^ “Cruelty-Free and Vegan Halloween Make-up Manufacturers”. PETA. Retrieved 12 Could 2019.
  3. ^ “Leaping Bunny Authorised Manufacturers”. Leaping Bunny. Retrieved 12 Could 2019.
  4. ^ a b c d Wischhover, Cheryl (6 March 2018). “The Redemption of Lime Crime, the Web’s Most Infamous Magnificence Firm”. Racked. Retrieved 12 Could 2019.
  5. ^ “2004: Lime Crime, the style label, launches on eBay”. Retrieved 12 Could 2019.
  6. ^ a b LLC, Doe Deere Industries. “Lime Crime Founder Doe Deere Reassures Followers, Speaks Out on Resolution to Promote Firm, Her New Function, and Thrilling Future Plans”. Retrieved 6 June 2019.
  7. ^ a b c Nicola (18 November 2013). “Doe Deere & Lime Crime: A Sordid Historical past”. Cake & Scorching Tease. Retrieved 12 Could 2019.
  8. ^ a b c d “Why Lime Crime won’t ever pay for its problematic previous”. Retrieved 12 Could 2019.
  9. ^ a b c d e f g “Lime Crime: Vegan & Cruelty Free Make-up for Unicorns – Lime Crime”. Retrieved 12 Could 2019.
  10. ^ a b c “Lime Crime – REVOLVE”. Retrieved 12 Could 2019.
  11. ^ “Lime Crime Launches Vegan Unicorn Hair Dye”. Retrieved 12 Could 2019.
  12. ^ a b htc (2 January 2019). “Lime Crime: New Management, Identical Magnificence Mission”. HiTechChronicle. Retrieved 12 Could 2019.
  13. ^ “Lime Crime: Leveraging the Crowds for “Make-up for Unicorns” – Digital Innovation and Transformation”. Retrieved 12 Could 2019.
  14. ^ “Cruelty-Free and Vegan Halloween Make-up Manufacturers”. PETA. Retrieved 6 June 2019.
  15. ^ a b c “2018: Lime Crime expands to China”. Retrieved 6 June 2019.
  16. ^ “China’s Cosmetics Market | HKTDC”. Retrieved 6 June 2019.
  17. ^ “Animal Testing In China: Required For International Cosmetics Corporations”. Cruelty-Free Kitty. 12 August 2014. Retrieved 6 June 2019.
  18. ^ a b Wischhover, Cheryl (18 June 2018). “Lime Crime, Magnificence’s Most Controversial Model, Was Simply Bought”. Racked. Retrieved 6 June 2019.
  19. ^ a b c d e f g h i j okay l m Sicardi, Arabelle (28 September 2015). “Why Lime Crime Is the Most Hated Magnificence Firm on the Web”. Vox. Retrieved 6 June 2019.
  20. ^ a b c d e “Lime Crime has threatened authorized motion towards numerous influential bloggers who’ve made these claims or criticize the model in different methods”. Retrieved 6 June 2019.
  21. ^ a b c d Mai. “Lime Crime: The Concern of Cultural Appropriation”. Retrieved 6 June 2019.
  22. ^ a b Posamentier, Emma (15 December 2015). “Cyber Ethics Referring to Phrases and Situations Agreements” (PDF). Tufts College. Retrieved 12 Could 2019.
  23. ^ a b c d e f “Lime Crime Information Breach Class Motion Settlement”. High Class Actions. 20 December 2017. Retrieved 12 Could 2019.
  24. ^ “Lime Crime – 07/29/2015”. 23 April 2019. Retrieved 12 Could 2019.
  25. ^ a b c Chapman, Grey. “Lime Crime & The Scary Fact About Product Security”. Retrieved 12 Could 2019.

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