Lime Crime is a fun-loving, trendsetting brand of makeup products and hair color that is vegan and cruelty free. Tangram Capital Partners has recently bough the company. This firm solely places on emphasis on companies that are in the retail and branded niches. New staff is joining the company to lead the company into Tangram Capital Partners family.
Tangram Capital Partners has big plans for this acquisition. They are planning to implement strategies to support the growth of their new brand. They want to create more opportunities for the customer base to have access to new branded products that have the fantasy land, unicorn theme created by the original founders. Limecrime.com will continue to be the forefront of the company. Being a digital first brand in the makeup industry, is what has garnered the company so much to success. The new owners want to continue to keep the digital aspect and fantasy land theme as major parts of the Lime Crime identity.
A broader array of products are in the works. Tangram Capital Partners want to create more categories to introduce to customers. They are also working on formulas that will enhance the overall cosmetics brand. The passion behind this new brand has always been about creating makeup and hair color that allows for people to express themselves. The new owners will continue this. Additionally, the new owners will make sure that the brand’s passion for animals will not be forgotten.
Tengram Capital Partners chose to acquire this company for a number of reasons. First, this brand has a dedicated amount of followers that truly understand the expression and products of the brand. Secondly, this brand caught their attention due to how this brand allows its customers to break pass the traditional barriers of what the cosmetic industry has always offered on the market.
Tangram Capital Partners is ready to take this brand to the next level.Innovation and authenticity will drive this digital first cosmetics brand to new heights. Lime Crime will be a great addition to Tangram’s beauty portfolios. With the retail experience of Tangram, this brand will achieve its full growth potential.