Lime Crime
- Company typePrivate
- Founded2008
- HeadquartersWoodland Hills, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Lime Crime does
Lime Crime is a privately held direct-to-consumer beauty brand specializing in vegan, cruelty-free semi-permanent hair color. Its core product portfolio centers on the Unicorn Hair line — Full Coverage (20+ saturated shades in 200ml and 3oz formats) and pastel Tints — complemented by Bleach Kits (20V and 40V developer options for pre-color lightening) and a Color Prep Kit of application tools. Formulations are positioned as ready-to-use (no mixing required), free of harsh chemicals (no PPD, peroxide, ammonia, parabens, phthalates, gluten), and contain conditioning ingredients that moisturize hair during wear. The semi-permanent format is designed to fade gradually, driving repeat purchase behavior on a 4-8 week cadence typical of the category.
The business operates a multi-channel go-to-market anchored by its owned Shopify e-commerce storefront at limecrime.com, with physical and online distribution through Sally Beauty (including recurring BOGO 50% off and B2G1 free promotions) and a presence on the Amazon marketplace. Lime Crime ships to 60+ countries across North America, Europe, APAC, LATAM, and Middle East/Africa, and offers Afterpay buy-now-pay-later installments on all products. Marketing is concentrated on organic social (Instagram, TikTok, Pinterest, Facebook, Twitter), influencer and UGC partnerships, an email newsletter, and a content blog — all aligned with the "#NEVERBLENDIN" brand positioning targeting DIY consumers seeking bold, fashion-forward hair color.
Lime Crime firmographics
Firmographics- Name
- Lime Crime
- Website
- https://limecrime.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Lime Crime industry classification
Industry- Product category
- Hair Color Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Hair Color & Bleaching (CRABABAD)
Keywords
Where Lime Crime is headquartered
LocationHeadquarters
- HQ city
- Woodland Hills
- HQ country
- United States
- HQ region
- North America
Markets served
Lime Crime business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure
Revenue model
- Direct Product Sales (E-commerce): Revenue generated through direct-to-consumer sales via the company's owned e-commerce storefront at limecrime.com. Products include hair dyes, bleach kits, color prep kits, and accessories.
- Retail Distribution: Revenue generated through retail partnerships including Sally Beauty and Amazon store, where products are sold through third-party retail channels.
- Gift Cards: Digital gift cards sold in denominations of $25, $50, $75, $100, and $150, delivered via email with no additional processing fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Unicorn Hair Full Coverage - Standard Size |
| Unit Pricing | Pay-as-you-go | Unicorn Hair Full Coverage 3oz |
| Unit Pricing | Pay-as-you-go | Unicorn Hair Bleach Kits 20v/40v |
| Unit Pricing | Pay-as-you-go | Unicorn Hair Color Prep Kit |
| Unit Pricing | Pay-as-you-go | Unicorn Hair Tints |
| Unit Pricing | Pay-as-you-go | Unicorn Hair Tints 3oz |
| Unit Pricing | Pay-as-you-go | Gift Cards |
| Other | Monthly | Afterpay Installment Payment |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Lime Crime product offering
Product offeringCore offering
Lime Crime is a direct-to-consumer beauty brand that sells vegan, cruelty-free semi-permanent hair color products through its own e-commerce site and retail partners. Its core products are the Unicorn Hair Full Coverage and Unicorn Hair Tints lines, offering 20+ vibrant shades, supported by Bleach Kits (20V/40V) for pre-color lightening and a Color Prep Kit of application tools. All formulas are free of PPD, Peroxide, Ammonia, Parabens, Phthalates, and Gluten.
Product overview
Lime Crime is a direct-to-consumer beauty brand specializing in DIY semi-permanent hair color products. The core product line consists of Unicorn Hair Full Coverage (full-size and 3oz tubes) and Unicorn Hair Tints (pastel formulas), both available in 17+ vibrant shades across color categories (blue, green, neon, orange, pastel, pink, purple, red). Supporting products include the Unicorn Hair Bleach Kits (20v/40v) for hair lightening and the Unicorn Hair Color Prep Kit for application tools. The brand also offers Makeup & Hair Gift Cards. All products are 100% vegan and cruelty-free, formulated without harsh chemicals like PPD, resorcinol, parabens, and phthalates.
Differentiator
Problem solved
Functional benefit
Brands
- Unicorn Hair: Brand line of semi-permanent hair color products including Full Coverage, Tints, and Bleach Kits
- Unicorn Hair Full Coverage
- Unicorn Hair Tints
- Unicorn Hair Bleach Kits
- Unicorn Hair Color Prep Kit
Products and services
- Unicorn Hair Full Coverage Semi-permanent vegan hair dye in 20+ saturated shades, formulated to fade gradually with conditioning ingredients that boost shine and moisturize hair. Sold in a 6.76 fl oz / 200 mL jar at $18.00, free of PPD, Peroxide, and Ammonia.
- Unicorn Hair Full Coverage 3oz Smaller 3 fl oz / 88.7 mL tube format of the Unicorn Hair Full Coverage formula, priced at $12.00. Same vegan, cruelty-free, semi-permanent dye in a more compact size.
- Unicorn Hair Tints Pastel semi-permanent hair color designed for faded, subtle shades on light-colored hair. Vegan and cruelty-free formula priced at $18.00 per standard size, offering a hint of color rather than full coverage.
- Unicorn Hair Tints 3oz Smaller 3 fl oz tube version of Unicorn Hair Tints, priced at $12.00, offering pastel semi-permanent color in a compact size.
- Unicorn Hair Bleach Kits (20V / 40V) Hair lightening kit available in 20 Volume (lifts 6 levels for hair levels 6-9) and 40 Volume (lifts 8 levels for hair levels 1-5). Includes powder bleach, cream developer, vinyl gloves, and aloe vera for moisture retention. Free of PPD, Resorcinol, Parabens, Phthalates, and Gluten. Priced at $22.00 per kit.
- Unicorn Hair Color Prep Kit Application tools kit containing a non-slip reusable mixing bowl, synthetic brush, 2 alligator clips, and 1 pair of gloves for at-home hair dye application. Priced at $12.00.
- Makeup & Hair Gift Card Digital gift card for Lime Crime products delivered via email with no additional processing fees. Available in denominations of $25, $50, $75, $100, and $150.
Quantifiable outcome
- Products rated 4.3-5.0 out of 5 stars based on thousands of reviews
- +2 more outcomes
Companies that use Lime Crime
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Lime Crime technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
Lime Crime partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Sally BeautycoreSally Beauty is a major retail partner for Lime Crime, offering products both in-store and online. The partnership includes exclusive promotional campaigns such as 'BUY ONE GET ONE 50% OFF' and 'BUY 2 GET 1 FREE' sales events. Products are available at Sally Beauty locations nationwide.
- AmazonminorLime Crime operates an Amazon store for expanded reach to customers who prefer shopping on the Amazon marketplace platform.
- AfterpayminorAfterpay provides buy-now-pay-later payment services, offering customers 4 interest-free installments on all Lime Crime purchases.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Lime Crime competitors and assessment
Company assessmentMarket position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Lime Crime social profiles
Digital presenceLime Crime financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lime Crime leadership team
Management profileNumber of profiles
Lime Crime funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lime Crime M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lime Crime
What does Lime Crime do?
Lime Crime is a direct-to-consumer beauty brand that sells vegan, cruelty-free semi-permanent hair color products through its own e-commerce site and retail partners. Its core products are the Unicorn Hair Full Coverage and Unicorn Hair Tints lines, offering 20+ vibrant shades, supported by Bleach Kits (20V/40V) for pre-color lightening and a Color Prep Kit of application tools. All formulas are free of PPD, Peroxide, Ammonia, Parabens, Phthalates, and Gluten.
Is Lime Crime a public or private company?
Lime Crime is a private company. It is classified as unknown and is currently operating.
When was Lime Crime founded?
Lime Crime was founded in 2008. It employs 11 to 50 people.
Where is Lime Crime based?
Lime Crime is headquartered in Woodland Hills, United States, in the North America region.
How does Lime Crime make money?
Three revenue lines are on record. Direct Product Sales (E-commerce) is the primary driver. The others are retail Distribution and gift Cards.
Does Lime Crime have an API?
No public API is recorded for Lime Crime.
What industry is Lime Crime in?
Lime Crime's product category is Hair Color Products. Its primary akta.pro industry code is CRABABAD, Hair Color & Bleaching. Its NAICS code is 456120 and its SIC code is 2844.