Lime Crime, a Los Angeles based Indie makeup brand, looks ‘fun.’ The brand’s makeup colors include everything from vampy Goth darks to pastels and Day-Glo hues. Doe Deere, the company’s founder and CEO, has a personal style that is reflected in the brand’s attention-getting designs. 

Gaining Momentum

One of the brand’s celeb fans is burlesque star and lingerie designer, Dita Von Teese. She commented about Lime Crime’s ‘Liquid Lipstick,’ called Velvetine, posting this on May 7th, 2014, @DitaVonTeese on Twitter: “Tip for fellow red matte lipstick lovers: Red Velvet lip color: richly-pigmented powdery red, stands up to PG-rated kissing!”

The Velvetine ‘Liquid Lipstick” goes on smooth and creamy, before drying to a matte finish. Von Teese’s favorite, Red Velvet, as well as Suedeberry, were the two original Velvetine colors that launched on the brand’s own website in 2012 – and they quickly gained a cult following. 

“Our first run sold out in two weeks – and the next in just two days,” says Deere. “We never expected the demand – we had only done two shades, since the new formulation was an experiment,” she says.

Next came a few more glitches when trying to obtain one of its ingredients from a supplier in France, so production was further delayed. 

Since then, the brand has added to its original lineup, with Pink Velvet, Black Velvet, Salem and Wicked – but, Suedeberry is on backorder again. In addition to selling on its own site, plus a few small boutiques in the U.S. and London, Lime Crime is now available at Urban Outfitters. 

The Design Inspiration

Lime Crime’s image might not seem cohesive to a typical package 

designer, but it does all seem to come together like the parts of an old-fashioned travelling circus – if it has travelled to the future. The packaging looks like it could’ve been inspired by unicorn stuffed animals, circus performers in glitter, and a fortune-telling gypsy dressed like a Goth-witch. 

But Deere describes the brand’s image as just “fun and quirky,” saying that her goal is not to give every item a cohesive look. “We believe every product has its own story to tell, and deserves an individual approach to design,” she says. 

Decorative Details

The Velvetines Liquid Lipstick is in a frosted vial, which shows off the color of the product, paired with a metal cap. “The frosted finish has a velvety tactile sensation when you pick up the product,” says Deere, who thought through every design detail. “The red cap has an unusual metallic-matte finish, with a low sheen – but it's matte to the touch. We wanted to make sure the lipstick was a pleasure to hold and use,” she explains. 

The brand’s Fantasy Eye Shadow Palette, in a decorative metal case, looks like it was modeled after a child’s paint set. “The challenge was to get the embossing just right on the metal,” says Deere. “It’s a fairly complex pattern, but we were very happy with the result.”

Carousel Lip Gloss is in a bottle molded with a swirling pattern, reminiscent of a spinning merry-go-round. Even its 

octagon-shaped carton resembles a circular pattern.

There’s also Zodiac Eye Glitter in pots, with colors that are named after astrology signs. The latest addition to the brand’s product line-up is called Eye Shadow Helper, which is a base in a lilac tube that’s described as an “industrial strength” waterproof primer. 

What’s Next?

Growing its product selection is Lime Crime’s goal for the near future. “We’re hoping to launch face products, and expand in our nail polish selection – and, of course, we need to make more lipsticks,” says Deere. And all in more eye-catching packages, no doubt. 

Knowing what its young trendy fans need, Deere says, “The Lime Crime girl likes to take risks and rejects anything ordinary. We like to think that our packaging communicates a certain air of coolness that she appreciates.”

The brand is growing slowly, but Deere says they will continue to look for the right retailer and supplier partners. For now, Lime Crime’s innovative formulations, cruelty-free and vegan beliefs – combined with its bold, unexpected makeup colors - seems to be a winning combination.