Lime Crime poaches The Body Shop GM Andrea Blieden as new CEO

The brand said the e-commerce expert will lead it into its next phase of growth with a focus on digital

US colour cosmetics brand Lime Crime has appointed The Body Shop’s former General Manager Andrea Blieden as its CEO.

The e-commerce expert spent three years with the ethical beauty brand, according to her LinkedIn, in which time she headed the brand’s US market and led the integration of the business after its acquisition by Natura in 2017.

Prior to that, Blieden spent six years with L’Oréal’s Kiehl’s, latterly as its VP Brand & Retail Marketing.

Under her leadership, Blieden will lead the brand into its next phase of growth in the digital space.

“Andrea’s knowledge of the digital landscape, her ability to understand and effectively communicate with the customer base, and her passion for the Lime Crime brand and what it represents made her a perfect match for Lime Crime,” said Matt Eby, co-founder of Tengram Capital Partners, the brand’s financial backer.

Blieden added: “There is no denying that the demand for Lime Crime is there, if you just look at the engagement across its social media channels, it’s amazing.

“Even in time like these when so many brands are struggling to make genuine connections with their customers, Lime Crime’s engagement is higher than ever and consumers are having so much fun engaging with this brand and the products.”

Lime Crime products are available in bricks-and-mortar retailers including Ulta in the US, and Selfridges and Boots in the UK.

The brand has also invested in the Asian market and last year landed a distribution deal in China.

Companies