Los Angeles-based vegan and cruelty-free beauty brand Lime Crime, aka “the makeup for unicorns,” has launched in the UK.

Founded by Doe Deere a decade ago, Lime Crime’s mission is “to create products and experiences that transport you to a magical world where you can express yourself apologetically, experiment with every color of the rainbow and escape from looking like everyone else.”

The brand provides a range of products, from metallic lipsticks, grungy eye-shadow palettes, and opalescent highlighters, to Unicorn Hair Tints and Mixers. And to create its wide variety of offerings, Lime Crime refuses to exploit animals in any shape or form — it has even been certified as vegan by PETA and cruelty-free by the Leaping Bunny.

“Lime Crime HQ is full of animal lovers of all kinds,” the company notes. “Most employees actively adopt and foster furry friends who need our love. Everyone at our company is committed to creating animal-friendly cosmetics for everyone. It’s a part of our culture about which we’re most passionate and proud!”

💄 Happy #NationalLipstickDay 💄

A post shared by Lime Crime (@limecrimemakeup) on

The vegan beauty market is booming, with more and more consumers expressing concern over animal welfare and cosmetic animal testing practices. In March, it was revealed that, in the previous 12 months, sales of vegan beauty products in the UK had increased by 38 percent. Conducted by The NPD Group, the report claimed that sales were fuelled primarily by social media and vegan campaigns, such as Veganuary.

“There has certainly been a rise in the number of vegan brands in prestige beauty and this coincides with consumers adopting a more conscientious approach when purchasing products,” said Helen Duxbury, the senior account manager of NPD UK Beauty. “[Consumers are] looking closely at the underlying philosophies and actions of the brands. They not only investigate ingredients and efficacy, they want to know about trace-ability, and how animal friendly they are.” 

Lime Crime joins UK leading beauty brands such as Lush, The Body Shop, and Superdrug that consistently launch new, cruelty-free and vegan products to market. Its products are available permanently both in store in Selfridges and online.

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Cruelty-Free Vegan Beauty Brand Lime Crime Launches 'Makeup for Unicorns' in UK
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Cruelty-Free Vegan Beauty Brand Lime Crime Launches 'Makeup for Unicorns' in UK
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Los Angeles-based vegan and cruelty-free beauty brand Lime Crime, aka "the makeup for unicorns," has launched in the UK, in Selfridges.
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