Makeup brand Lime Crime has had a remarkable 8 or so years. Founder and CEO Doe Deere launched her line back in 2008 upon discovering that there was not enough brightly-pigmented makeup on the market to match her bold fashion sense and dreamy imagination. The company started with some lipsticks and some whimsical packaging, and now the company has taken over the makeup industry with girls emulating Deere’s bright and sparkly look.
Upon launching, Lime Crime introduced its first big hit, Unicorn Lipsticks, worn here by Celia Leslie. Unicorn Lipsticks come in intensely bright colors with lots of pigmentation and have a shiny finish. The packaging is unique as well, as the tube is bright pink and features metallic unicorns, making the lipstick a conversation piece among beauty lovers. The product was hugely successful and remains so to this day, with reviewers raving about the lipstick itself as much as the packaging.
From there, Lime Crime expanded its product line to include other lipsticks such as the Velvetines line, a liquid matte lipstick which has since been copied by almost every high-end makeup brand in the world. The product description on the websites states that Deere was inspired by the texture of rose petals.
It’s these dreamy and whimsical product descriptions that give the company its edge. Customers feel like they are entering a magical dream land with every purchase. Lime Crime’s Diamond Toppers lip glosses, which add a layer of intense sparkle on top any lipstick, promise to make you “sparkle like a fairy on acid.”
The website itself makes you feel as though you are entering a land of make-believe. Unlike many makeup brand websites which are minimally-designed and polished, Lime Crime’s website is unapologetically loud, bright and kitschy. Product pages are decorated in bright pastels and images of unicorns, rainbows and bunnies surround the product images.
Doe Deere has created an empire which lets makeup consumers give in to their wildest imaginations. This permission for aesthetic escapism is what has brought the company to success, ushering in a new generation of makeup lovers who want their personal image to reflect their bold and creative personalities. Stay abreast of news on the official Lime Crime blog curated by Doe Deere here: http://www.ilovelimecrime.com/