On June 18, 2018, Lime Crime, known for vivid, vegan cosmetics and hair colors, was acquired by Tengram Capital Partners. Stacy Panagakis joins the trend-setting makeup brand as Chief Executive Office.
Lime Crime was founded in 2008 by Doe Deere and husband Mark Dumbelton. It is a cult favorite among the avant garde because of its creative approach to beauty. Doe’s vision embraces personal expression in all the colors of the rainbow and beyond. The digitally-native international brand has followers from Los Angeles to London to Singapore. It’s offered at Bloomingdales, Ulta.com, Cult Beauty, FeelUnique, and Selfridges, and other outlets.
The Tengram acquisition will make the brand more widely available through new retail partnerships. Based on customer feedback, a broader selection of innovative products and new category lines is pending. Doe Deere’s whimsical universe is still available to all unicorns on the company’s flagship website, Limecrime.com.
According to Tengram partner Richard Gersten, Doe Deere, Sasha Valentine, and the Lime Crime team have created a pioneering brand. He cites a loyal fan base and a strong understanding of their customers. He says the brand has empowered its customers to express themselves beyond the traditional perception of beauty.
Stacy Panagakis, Chief Executive Officer, brings deep industry experience in scaling beauty brands. Formerly the General Manager of Fresh, she built the North American affiliate within the existing company structure. She re-imagined the direct to customer strategy with a focus on a customer-centric omni model.
Ms. Panagakis says, “I’m delighted to be joining the company at this pivotal moment.” She celebrates its message: “’It’s OK to be bold, experiment and have fun!” She promises that the expansion will fulfill the brand’s mission to “revolutionize makeup, empower women and smash traditional boundaries.”
Ms. Panagakis works with Chief Creative Officer Sasha Valentine, who has been with the brand for eight years. Co-founder Doe Deere is now a member of the Board of Directors. She focuses on her passion of exploring, dreaming, and inspiring unicorns the world over.