Make-up is the ultimate form of self-expression. Lime Crime, created eight years ago by Doe Deere, has been providing consumers with a vegan, cruelty free brand available in shades and textures not found anywhere else on the web. Deere not only keeps up with make-up trends, she has also kept up with the fact that people are turning to social media as a platform to express who they really are. She’s turned her company into a social media giant, inviting users of the make-up to post photos of themselves wearing it with the hashtag #limecrime, and using those photos on the official Lime Crime Twitter and Instagram feeds. This practice puts the consumer in the spotlight and has proved to be extremely popular with users of the make-up. The type social media attention has also helped propel Lime Crime into the global spotlight, as the Los Angeles based make-up company just surpassed two million Instagram followers worldwide.
One of the reasons for the growing popularity of the line’s social media profiles is that users of the make-up can see what the colors look like in real life, giving people a realistic idea of how the various shade will look on their skin tones and hair colors. Deere also states that the shared looks her unicorns, her affectionate name for users of the brand, come up with not only serve to inspire others but also herself. Integrating the looks her customers create with future products will continue to strengthen brand loyalty and allow Lime Crime to continue to build an ecommerce brand that may eventually turn into a household name. Check out the full line on Amazon.com.