When Kim Walls, Global General Manager for Lime Crime Cosmetics, began making plans to launch the product in China, she knew she would face a few obstacles. One of the biggest hurdles was shipping. Chinas market mandates that all cosmetics be tested on animals before they can be sold. Lime Crime is a vegan brand and does not participate in such testing. The only way to avoid this would be to ship orders directly from the U.S., but that could possibly cause issues with tax, tracking, and logistics.
Revolve is a Los Angeles based e-commerce platform that connects fashion brands to their consumers. And, for Lime Crime, the solution to their problem. To announce their product launch in China, Lime Crime hosted an event encouraging fans and followers of the brand to visit Revolve’s website. Those who regularly followed the brand were given access to the e-commerce site two hours before its official launch, which prompted anticipation in others who waited for their turn to be a part of the LimeCrime movement.
LimeCrime was founded in 2008 with one simple goal: To revolutionize the cosmetic industry. For as long as she can remember, Doe Deere, the mastermind behind the brand, often struggled to find lip shades and eye color that matched her personality. Refusing to settle for the typical natural hues or red shades, she began building her own brand. Deere believes we use our bodies as a form of expression, and self-expression should be uninhibited, right? Lime Crime has completely broken the mold and redefined what it means to express yourself, unapologetically.