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Lime Crime launches in India. Here’s all you should know about the cult label
Cult makeup label, Lime Crime is now in India and here are its best offerings. We picked out 5 of their bestsellers.
It was touted as digital-first makeup brand – well, there’s a reason for that. In 2008, if you, like us were into all things Live Journal and blogging on WordPress, you would most probably bump online into New Yorker Doe Deere. Later, she moved to California with her husband and her daughter.
The Russian immigrant with red hair caught the attention of everyone online with her fun posts, her quirky clothes and a quirkier husband and cats, OMG, the cats. Her real name was Xenia Vorotova and with bright makeup and coloured-hair that switched in minutes, she would talk about her love for unicorns and vintage items and of course, Russia.
As a Beauty Editor, I was enamoured by her makeup, she wore pigmented lipsticks that never looked like they would ever feather or rub off and finally created an internet personality that people talked about. I was following her journey on Live Journal, her facebook page and her blog that she updated regularly. Over the years, she made friends, fans and also a few enemies considering there was a law suit and some questionable outfits. But it was Lime Crime, the makeup label launched in 2008, that sealed her presence online – the highly pigmented, bright and happy makeup stood for everything unapologetic and bold.
It started off with a series of eyeshadows, glitters, a primer, and brushes and then expanded to lipsticks and highlighters. Recently, the label founded as an independent company by Doe Deere and her husband, Mark Dumbleton was purchased by Tengram Capital Partners, a private equity firm. It had it’s own controversies, like this piece on Racked. But the products were truly stunning and held up, despite everything.
The popularity of Lime Crime has been astounding as always. And after shipping it down from Cult Beauty a couple of times, our journey with Lime Crime isn’t new but the huge customs fees we had to pay did not bode well. And now, thanks to online retailer Nykaa, Lime Crime is now available in India and that’s a huge huge deal. They call themselves ‘ Makeup for Unicorns’ and their packaging reflects just that – bright, iridescent, holographic goodness. Their bestsellers? The Velvetines, one of the first liquid matte lipsticks, Venus palettes which started the reddish grunge rage – big-time blogger-friendly stuff, Diamond Crushers to their award-winning Unicorn Hair Color.
In 2008, when high-quality lipsticks in unconventional colors were unheard of, the brand introduced “No She Didn’t,” a blue-hued Unicorn Lipstick that seemed wild at the time and has attained cult status. What should you look at Lime Crime for? High-colour pay-off with a side of spunk. The label’s offerings are also certified vegan and cruelty-free and supported by both PETA and Leaping Bunny. A selected few products are there on the roster right now but let’s hope that the very popular Pocket Candy Palettes and Unicorn Hair products are available sooner.
Here are the top 5 products you should be picking up from Lime Crime.

Velvetines, Rs 1,900

They are as pigmented as they come. Bleached, Cashmere, Riot Pumpkin, Red Rose, Teddy Bear, Red Velvet, Saint Feelins and Wicked are seen as some of the most popular shades to try. They are inspired by the ‘bloom’ of rose petals, and are packed with skin-nourishing extracts like French vanilla and it gives you a beautiful, suede finish. The real colour to try though – Blood moon, we’ve heard stories about it.

Plushies Soft Matte lipsticks, Rs 1,900

Butterscotch has to be our favourite nude. Non-opaque and soft-focus formula, it’s not drying but moisture-laden and touch-proof. You can touch them up and they come with a nice blackberry candy scent.

Wet Cherry Gloss, Rs 1,700

Like maraschino cherry in a gloss, this lip must-have in next-level shine is lightweight and comfortable and becomes the perfect foil to your lipstick. Just top it up on your regular lipstick or wear on your own – it really gives you plump lips with zero transfer.

Lime Crime Diamond Dew Liquid Eyeshadow, Rs 1,900

Back when lid toppers are not big, Lime Crime really took theirs up a notch. Lightweight, zero-fallout formula, they are totally smudge-proof and crease-proof.

Lime Crime Venus XL Eyeshadow Palette, Rs 5,500

The well-known Venus palette gets an upgrade with 18 long-wearing shades, 4 unique finishes and metallics included. The perfect nude palette comes with rustic reds, golden roses, berries and pinks to bronzed neutrals. The buttery mattes are worth looking into while the matte formula with sparkle is a winner.

Lime Crime is now in India and will be available from today, the 20th of October onwards on the Nykaa website/ app and in select Nykaa stores.

Latha Sunadh
Deputy Editor
When she's not trying on a new serum, researching on yet another classic fragrance and sharing lip balms with her 5-year old daughter, Latha Sunadh keeps it reined in with a nice song and a good book. Special skills include obsessing over handmade, home-made and handcrafted luxuries.