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Digital First Beauty Brand, Lime Crime Unveils First European Retail Presence in Selfridges

BEAUTY MARK: Cult makeup brand Lime Crime marked its 10-year anniversary with its first European retail presence at Selfridges’ beauty hall. The color cosmetics brand, known for its colorful, vegan and cruelty-free products, launched digitally around the time when beauty e-commerce was relatively new.
The brand became popular after being featured and reviewed by YouTube beauty bloggers. “We’re proud that we’re digitally native, but we have the need to get out there because it’s about our customers wanting to touch and feel the products, rather than about the sales,” said Stacy Panagakis, Lime Crime’s new chief executive officer.
The decision to launch in Selfridges was simple: The U.K. is the brand’s second largest market. “The London customer is superplayful, colorful and has the confidence to wear head-to-toe and pops of color,” Panagakis said. She predicts the ground-floor concession stand will help the brand triple its sales in the U.K. comfortably within a short time frame.
“We only have a very small brick-and-mortar presence in the U.S., but being digitally native is amazing because it’s created our foundation and brings us closer to the consumer,” Bianca Bolouri, vice president of marketing at Lime Crime. “Having a physical presence and having consumers test our products

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Via:: https://wwd.com/beauty-industry-news/beauty-features/digital-first-beauty-brand-lime-crime-debuts-first-european-retail-presence-in-selfridges-1202766162/