Cruelty-free and vegan makeup brand Lime Crime launches in UK stores

Read Time:   |  6th August 2018

Cruelty-free and vegan cosmetics brand Lime Crime is now selling beauty products at Selfridges, UK.

lime crime uk

From lipsticks to hair dyes, Lime Crime’s bright, statement beauty products have been in the US public eye since the brand’s foundation in 2008. Bouncing back from years of controversy and under new management, Lime Crime’s current mission is to ‘do beauty differently’, offering vibrant colour and long-lasting wear without any animal products or animal testing.

The brand offers 100% vegan, PETA certified products, refusing to use any animal ingredients or by products like beeswax, whey, carmine and lanolin. The Leaping Bunny Program has also certified Lime Crime products as cruelty-free.

This year, the cosmetics brand partnered with Revolve to sell its products to customers in China without having to compromise on its anti-animal testing policies. By selling directly from the US to China (using Revolve), the products can remain cruelty-free.

Among the bestsellers now at Selfridges are the Venus XL Eyeshadow Pallette, the Aquarium Brush Set, the Unicorn Hair colours and the Diamond Crushers Lip Toppers. You can find them at Selfridges (in-store and online), with prices starting from £18.00. Lime Crime products can also be purchased from Asos and Cult Beauty.

lime crime uk

This brand reaches a UK audience at exactly the right time, with vegan beauty sales increasing dramatically. Research by the NPD Group in March showed that vegan beauty sales had risen by 38% in just twelve months.

Speaking about the rising demand for cruelty-free beauty and the boost they have given to sales in the beauty industry, NPD UK Senior Account Manager Helen Duxbury said: “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.”

She continued: “[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 traceability and how animal friendly they are.”

Browse Lime Crime products today at selfridges.com.

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