Digital First Beauty Brand, Lime Crime Unveils First European Retail Presence in Selfridges

BEAUTY MARK: Cult makeup brand Lime Crime marked its 10-year anniversary with its first European retail presence at Selfridges’ beauty hall. The color cosmetics brand, known for its colorful, vegan and cruelty-free products, launched digitally around the time when beauty e-commerce was relatively new.

The brand became popular after being featured and reviewed by YouTube beauty bloggers. “We’re proud that we’re digitally native, but we have the need to get out there because it’s about our customers wanting to touch and feel the products, rather than about the sales,” said Stacy Panagakis, Lime Crime’s new chief executive officer.

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