Lime Crime unveils brand refresh

Lime Crime is undergoing a major change.

The vegan and cruelty-free vegan makeup and hair care brand unveiled its new brand refresh, which includes a brand-new tagline — “Never Blend In.”

Created to help users embrace self-expression through its makeup and hair care products, with this new tagline, Lime Crime also looks to champion the exploration of individuality and finding joy through color, the Los Angeles-based company said.

“Lime Crime’s core values are so relevant in today’s world as we all look for a space to play, have fun, and find the ways we want to self-express through color. There is a powerful feeling that comes from the freedom to self-express. We’re so thrilled for this next chapter of the brand and can't wait to see where it takes us,” Andrea Blieden, Lime Crime CEO said.

To kick off this new era, the beauty brand is working with several influencers on a series of short videos that celebrate what makes each of them unique, while also highlighting one of its own products.

In addition, there is now a digital hair hub, Do & Dye Quiz, which provides personalized education and influencer content that helps consumers based on their individual hair levels and what they are looking for in a dye, the company said.