Indie cosmetics brand Lime Crime, which has a huge online cult following, has created a new section on its website called Hairspiration, "Unicorn Hair Gallery," designed to help online shoppers find makeup to compliment their hair color. Two screenshots of the website are shown above.

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Lime Crime knows its fans - called "unicorns" - don't need the typical advice about what to wear with brunette or blonde tresses, since many of its customers have hair colored in rainbow hues. The brand sees this first hand, as its fans upload their photos to Instagram. The brand's founder, Doe Deere, also has a wild look.

Deere says, "I've been wearing my hair in candy colors for many years. I remember making the first switch from my natural red hair to powder blue and being super annoyed that my makeup no longer worked with my new look. I would have loved inspo on how to accentuate my newly colored hair with makeup that pulled the whole look together - which is exactly what our fans will find in our Hairspiration feature."

The "Unicorn Hair Gallery" under the website's Hairspiration tab features different photos of hair color - pink, purple, lavender, grey, blue, green, orange, and the multi-colored hue, Mermaid. Click on a hair color, and you'll find the makeup colors it is paired with, to best compliment that hue. Each hair color page also features an Instagram feed showing photos of Lime Crime fans sporting that hair color, along with lip and eye colors they are wearing.

Lime Crime is a cosmetic company that was born on the Internet, and the brand says it pioneered the "on-the-lip-swatch," as well as created its most well-known viral campaign, Pop Romance.

"We are constantly looking for new ways to improve our customer experience," explained the Lime Crime Executive Vice-President, Kim Walls. "Hairspiration is yet another opportunity for us to showcase our fans' unstoppable creativity."

Lime Crime is also getting ready to launch a line of hair dye, which makes perfect sense. The formulations will be vegan, and the products will be labeled cruelty-free. The brand isn't without its challneges, however, and recently received a warning letter from the FDA about the additives in its lipstick.