Lime Crime founder speaks out on Instagram, assures fans company will stay true to roots

By

Cassidy Mantor

Published
Jul 20, 2018

Lime Crime founder Doe Deere took to Instagram to assure her fans that she will keep an active role in the company and that it will remain true to its roots despite being bought out by Tengram Capital Partners.

"As founders, we are the guardians of this brand and it's our job to ensure that the original animal-friendly values and culture of female empowerment and radical inclusion remain intact," Deere wrote on the photo sharing platform. 

Founded ten years ago, Lime Crime was purchased by Tengram last month for an undisclosed sum. The sale included the appointment of Stacy Panagakis, a beauty industry veteran with experience at Stila Cosmetics and Fresh, as the brand's new CEO. Deere and her co-founder Mark Dumbelton were to step into advisory roles on the board but cease being involved in the company's daily operations.

Deere explains on Instagram, "I will also still happily contribute to product development and even pitch in on Social Media sometimes. We may no longer be in charge of the day-to-day, but our hearts and minds are still passionately invested in Lime Crime."

Deere noted that she carefully chose Tengram for its ability to help continue to grow Lime Crime's business. Under its new ownership the brand will see expanded distribution, efficient product releases, fewer and shorter out-of-stocks, more efficient shipping, and better online order resolution.

Deere added, "Mark and I were very careful in vetting potential partners. We chose Tengram because they understand that [our commitments to vegan, cruelty-free products] are essential to Lime Crime's identity, and therefore to its long-term success."

Wrapping up her post, she added that she is already working on a new jewelry project called Poppy Angeloff. The fine jewelry line will emphasize color and symbolism and, at launch, will only be made available to customers with an exclusive online "key".

Her final note announced that she and husband Dumbelton are expecting a daughter in September, coinciding with the Fall 2018 launch of Poppy Angeloff.