Lime Crime’s Special Formula for Makeup and Expansion

Lime Crime is not only cruelty-free, vegan makeup, it’s also vivid, luminous, and youthful. Los Angeles-based e-commerce brand, Lime Crime, was launched by Doe Deere in 2008; one might say it exploded onto the scene like a radiant color bomb, bringing not only guilt-free products to consumers, but also beautiful, vibrant ones.

Lime Crime discovered they had a large market in China before ever even launching their brand overseas. By learning that fake versions of their makeup were being gobbled up by Chinese consumers, they realized they already had a base. “We found that we had over a million units of our [lip topper] product that were counterfeit sold through marketplaces in China last year.” That was a statement by Kim Walls, global general manager for Lime Crime, quoted in a WARC article by Reed Karaim, titled, “Lime Crime’s formula for entering the Chinese market.”

Perhaps we are accustomed to hearing about the Chinese market, but we don’t realize how complex it can be for a company to extend their business there. There were many factors for Lime Crime to consider, not least of which was a government mandate stating that makeup products sold in China must have been tested on animals. In regard to the complications, WARC quoted Walls as saying, “Looking at China, one of the things I knew based on prior experience is that we couldn’t sell in any of the ways that I knew how to sell.” Since Lime Crime is vegan and does not involve animals, they had to overcome this, and they did that by selling directly from the United States.

Revolve is an online clothing, accessory, and makeup retailer that partnered with Lime Crime to be their exclusive selling platform within the Chinese market. Lime Crime nudged its Chinese fans in the direction of Revolve in order to build their consumer base, as well as reinforce the fact that Revolve was the only place to purchase the genuine Lime Crime product in China. This was a wonderful example of brands working together to reach out globally with a united perspective.