Lime Crime expands digital in store experience for Ulta Beauty shoppers

The cult beauty brand has also rolled out the digital experience to Riley Rose stores

Cult beauty brand Lime Crime has extended its retail offering with Ulta Beauty.

Set to hit 300 Ulta stores across the US, shoppers will now be able to tap into the brand’s reality mobile app via its interactive in-store gondolas.

The brand’s AR technology takes customers on a ‘virtual journey’ inside its products, led by the brand's character Venus.

Currently, the app works in conjunction with its Venus XL 2 eye shadow palette and Softwear Blush product.

Lime Crime's Softwear Blush launched in May

Lime Crime has also increased the number of beauty products stocked with the retailer from eight to 52-SKUs.

“We’ve strived to create a fun and colourful world where individuality and uniqueness is celebrated, whether that be through our consumers expression of the brand, our colour cosmetics or creating a never-before-seen experience for our fans,” said its CEO Stacy Panagakis.

“We’re thrilled to expand the product selection in Ulta Beauty stores to full immerse customers in the Lime Crime universe,” she added.

The brand has also rolled out its digital concept to Riley Rose stores.

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