A first look at the "biggest ever" Lime Crime beauty counter

Set to open from 26 April, the 'make-up for unicorns' brand has increased its retail offering at Selfridges Oxford Street, London

Hit US brand Lime Crime has unveiled its “biggest ever” beauty counter in British department store Selfridges London.

Launched in 2008, the digital native brand specialises in bright colour cosmetics branded as ‘make-up for unicorns’ and first ventured into the luxury retailer in August.

In 2018, private equity company Tengram Capital Partners acquired Lime Crime from founders Doe Deere and Mark Dumbleton for an undisclosed amount. The move was said to bolster new retail partnerships.

Beauty industry veteran Stacy Panagakis was named as Lime Crime’s new CEO.

To promote the Selfridges deal, Lime Crime is hosting a series of in-store activations, product demonstrations and themed makeovers to offer consumers an “escapism from all conventional beauty rules”.

Emily Saunders, Beauty Workshop Buyer at Selfridges, said: “We’re excited to be increasing our beauty offering within Selfridges London, and are pleased to now be housing the biggest Lime Crime counter in the world.

“As one of the first digitally-native beauty brands, Lime Crime has become a cult favourite for our customers and we are proud that Lime Crime is exclusive in-store to Selfridges.”

A closer look at the new Lime Crime in Selfridges Oxford Street:


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