The Current Status: From Makeup Maven to Hair Care Specialist
For years, beauty enthusiasts knew Lime Crime as the quintessential indie brand for bold, boundary-pushing cosmetics. From the iconic Velvetines liquid lipsticks to the Venus eyeshadow palettes, its signature whimsical style dominated the digital beauty landscape. However, the company has undergone a dramatic transformation. In a move that surprised many long-time customers, Lime Crime announced it would stop producing and selling its makeup products, redirecting all focus to its popular and successful hair care range. This means that while the brand is very much still operating, the makeup many people associate with its name is no longer available through official channels.
A History of Change: Founder, Acquisitions, and Controversies
To understand the brand's current state, it is important to look back at its tumultuous history. Founded in 2008 by Doe Deere, Lime Crime quickly gained a loyal following for its distinct aesthetic and digitally-native approach. The brand was built on a vegan and cruelty-free ethos, a key selling point that attracted many consumers. However, Lime Crime's journey has been marked by several significant controversies and shifts in ownership.
Early Controversies and Online Backlash
- Legal threats against bloggers: The brand faced criticism for allegedly threatening legal action against beauty bloggers who published negative reviews, fostering a hostile environment toward critics.
- Cultural appropriation issues: In 2012, a product named the “China Doll” palette drew widespread condemnation for its insensitive marketing and cultural appropriation.
- Credit card data leak: In 2015, a cyber security breach compromised customer credit card information, leading to a class-action lawsuit and further erosion of public trust.
Leadership Changes and Acquisition
In 2018, the private equity firm Tengram Capital Partners acquired Lime Crime, leading to Deere stepping down from daily operations. This acquisition was a pivotal moment, aimed at rehabilitating the brand's image and expanding its retail footprint. The company was later acquired by THG, a larger e-commerce group, integrating it into a broader portfolio of beauty brands. Under new leadership, the brand attempted a comeback, lowering some prices and launching new products. However, the past controversies continued to linger in the minds of many consumers, making a full image recovery difficult.
The Strategic Pivot: Focusing on Hair Care
In the final months of 2024, rumors began to surface about Lime Crime's impending exit from the cosmetics market. By early 2025, these rumors were confirmed, marking the end of an era for the brand's makeup line. This strategic pivot was a business decision to focus on the area of the brand that was most successful and less controversial: its hair dye. The Unicorn Hair dye line had maintained a strong, dedicated customer base, and concentrating on this niche was a more viable business strategy for the brand moving forward.
Old Focus vs. New Focus
| Feature | Original Brand Focus (Predominantly) | Current Brand Focus |
|---|---|---|
| Product Line | Full range of cosmetics: lips, eyes, face, hair | Exclusively hair products: Unicorn Hair dye, hair care |
| Target Audience | Millennials, Gen-Z, beauty enthusiasts | Hair color DIY community, creative individuals |
| Primary Image | Cult-favorite indie makeup brand | Vegan, cruelty-free hair care specialist |
| Sales Channel | Official website, major retailers (Ulta, etc.) | Official website, select retailers, online only |
| Key Message | "Makeup for unicorns," bold self-expression | "Never blend in," vibrant hair color |
Where to Buy and What to Expect Now
With the makeup line officially gone, former fans and new customers alike may be wondering where to find the brand's remaining products. Lime Crime's hair care line is available through its official website and at various retailers. Online beauty stores like Ulta still list Lime Crime hair products, but stock of discontinued makeup items will become increasingly rare as it sells out. Moving forward, consumers can expect the brand to innovate and expand exclusively within the hair dye and hair care categories.
- Check the Official Website: The most reliable place to find the latest hair care releases and to confirm the discontinuation of makeup is the official Lime Crime website. The company uses this platform for all major announcements and product listings.
- Verify at Major Retailers: Retailers that previously stocked Lime Crime makeup, such as Ulta Beauty, now primarily carry the hair products. Check these sites for availability of the new focus products.
- Use Third-Party Sites with Caution: While some third-party sellers on sites like Mercari or eBay might offer discontinued makeup, proceed with caution. These products are not fresh and can be marked up significantly. It's best to stick to officially sanctioned retailers for new purchases.
Conclusion: The End of an Era and the Start of a New One
In conclusion, the answer to the question "Is Lime Crime still in business?" is yes, but the brand has changed fundamentally. The chapter of Lime Crime as a makeup company is closed, with the focus now squarely on its hair care line. This pivot represents a significant moment in the brand's history, a move designed to shed its controversial past and secure its future in a more profitable, less scrutinized market segment. For those who loved the makeup, it is a bittersweet farewell, but for the brand, it's a clear strategic move toward longevity. You can read more about the company's official direction on their official website: Lime Crime Official Website.
