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Digital-Born Brand Expands in Brick ‘n Mortar

Looks like (Lime) Crime does pay for Ulta.

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By: Christine Esposito

Editor-in-Chief

Digital-born beauty brand Lime Crime is making the move into 300 Ulta Beauty doors across the nation.  The Los Angeles-based company had initially be part of  Ulta Beauty's “Hottest in Beauty” section with just 8 SKUs. Now, 52 SKUs will be stocked on 3-foot gondolas inside the retailer's stores across the US.   “We've strived to create a fun and colorful world where individuality and uniqueness is celebrated, whether that be through our consumers expression of ...

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