"We've strived to create a fun and colorful world where individuality and uniqueness is celebrated, whether that be through our consumers expression of the brand, our colorful cosmetics or creating a never-before-seen experience for our fans," said CEO Stacy Panagakis. "We are thrilled to expand the product selection in Ulta Beauty stores to fully immerse customers in the Lime Crime universe."
The brand is also introducing its' new augmented reality mobile app into the Ulta Beauty gondolas to “further welcome shoppers to the world of Lime Crime by whisking consumers away on a virtual journey with just a quick mobile scan.” The brand's persona of Venus, featured on its eyeshadow palettes. comes to life to speak to the brand's latest iteration of eyeshadow palettes, the Venus XL 2 eyeshadow palette, to share its key features and a series of makeup tutorials. The brand's new Softwear Blush also features the AR component on its packaging, where the orchids on the packaging jump to life, notes the brand.