CEO Andrea Blieden: 'We need to stay to true what Lime Crime is'

When indie makeup brand Lime Crime appointed Andrea Blieden as CEO in May 2020, her first order of business was to chart a more transparent and vocal era for the business. Despite being one of the first digitally-native indie makeup brands, Lime Crime was plagued by a series of controversial incidents in the 2010s. In 2018, Lime Crime was acquired by Tengram Capital Partners.  

“It was time to start humanizing the brand and being transparent, because [our internal team works] transparently. I want us to operate with our customers in that same regard,” Blieden said on the latest episode of the Glossy Beauty Podcast.

Blieden is also focused on continuing Lime Crime’s legacy of never putting a price on creativity. As comparable beauty brands increase price due to supply chain and inflation, Lime Crime has dropped its prices. Its Glimmering Skin Stick went from $25 to $15, for example. Lime Crime’s recent expansion into Walmart, Target and Sally Beauty has helped offset the price drop strategy, she said.