Lime Crime, A Wildly Popular Beauty Brand Among Millennial Women, Expands Its Footprint

Millennial women tend to be bold, they love to experiment and whatever is going on, they like to have fun. So does Lime Crime, the fast-emerging make up company that just last week got a real boost that will help the brand get into the beautiful hands of even more fashion trendsetters. On June 18, 2018, it was announced that Tengram Capital Partners, one of the more innovative private equity firm in the U.S., has acquired the company, with the intent to grow the brand’s global footprint and add to its already-popular product line. In addition, Stacy Panagakis, who used to be the top executive at Fresh will be joining the beauty leader as its new CEO.

Within the industry, the company is known and respected for its vegan make up products, all produced cruelty free. In business, it’s becoming apparent that one can look good while doing good for the environment and the world, too. Some of the company’s most popular products include Unicorn Lipsticks with as many shades as the rainbow, as well as Velvetines, a velvety ultra-matte liquid lip stick that actually started the global liquid lip stick craze. Unicorn Hair is the name of the company’s exclusive hair product line that’s spread by word of mouth from the Americas, to Europe and Asia.

Known as a digital first company, Lime Crime sells many of its products from its main web presence at Limecrime.com. On the retail front, some of the major retailers where Millennial women can already buy the company’s products include Bloomingdales and Riley Rose, and at Ulta.com, where the company’s products are rated as the #1 cosmetics brand in the store.

In recent months, the company has launched across the pond in the United Kingdom, appearing on counters at Selfridges, Cult Beauty, and FeelUnique. The acquisition by Tengram Capital Partners will give the company the funding necessary to pursue and more select retail partnerships, making Lime Crime products as mainstay wherever young women shop. The acquisition will also enable the company to create even more products and Earth-friendly formulations and move into some new beauty product areas. In the coming years, Lime Crime will truly become a global beauty brand.

Since the announcement last week, Stacy Panagakis has spoken about Lime Crime’s new ventures. Ms. Panagakis brings much to the table. Besides being the former General Manager of Fresh, she also held leadership positions at Sephora, Clinique, Stila Cosmetics and Origins Natural Resources. Ms. Panagakis has an excellent track record in motivating teams, driving targeted traffic to beauty websites, and reaching and exceeding company profit goals.

Making sure the company is always reaching out to its loyal female customers, gaining their feedback, and then acting on these valuable recommendations is one of her top priorities. Fresh products demand fresh customer insights. In her own words, Ms. Panagakis is out aiming to create a “revolution” in makeup by empowering women worldwide, encouraging them to break boundaries by being bold and different in their beauty purchases and their own sense of style.

The company has been around since Doe Deere and Mark Dumbelton started it in 2008. Ten years later, Ms. Panagakis will work with Chief Creative Officer Sasha Valentine, who has been at the company eight years to grow its footprint. To maintain continuity, Doe Deere will transition to the company’s Board of Directors, where she will continue to create new ideas for the company, which is all about exploring and dreaming.

With this change in ownership and cash infusion, the company is in an excellent position to “inspire unicorns around the world.”

For more information about the acqusition, you can email: limecrime@alisonbrodmc.com