Lime Crime is the brain child of Doe Deere, a Unicorn Queen. Deere was not pleased with the variety of make-up that was being presented at the time. Most beauty companies were in this neutral stage and Deere saw a chance to present people with a make-up company that she would want to shop at and so Lime Crime was dreamed up.
Deere created a unicorn themed make-up line starting with focusing on lipstick at first and turned it in a cult followed brand. Lime Crime was one of the first, strictly online brands and still does not have a brick n mortar store. It is now based in Los Angeles even though it was created in New York, two weeks before Halloween 2009. They first launched the unicorn lipstick which came in a mystical package and in 2012 they launched the Velvetiness liquid lipstick which pushed liquid lipstick into being a must have for everyone. All of Lime Crimes products are vegan and cruelty free and they are certified by PETA and Leaping Bunny.
They take pride in not testing on animals and being cruelty free. Since launching their lipsticks, the company has expanded in to different beauty segments. They now have two Venus eyeshadow palettes and have recently released highlights as well. Another segment that they enter was hair dying. They now offer hair color in a lot of different shades, that would keep any unicorn happy. They have greens, oranges, blues and just added grays. They also now sell pop on nail in an amazing array of styles and colors including a lot of hologram designs.
One of their newest releases are makeup brushes and they are planning to continue to expand. This make up brand was created to add a little pop to normal beauty products and make up. Deere created a beauty line that let’s anybody express themselves however they feel and she welcomes creative, out of the box fans because they inspire her to create wonderful things. The Queen of the Unicorns, wanted to create a brand that was never boring and had a rebellious side and she succeeded. see of the sale of their item.