When LimeCrime announced they would be launching their brand in China, there was a lot of speculation and doubt on if they’d be able to stay true to their company’s ethical policies.
LimeCrime is known for being one of the most exclusively vegan and cruelty-free cosmetics companies in the beauty industry. On the other hand, Chinese law requires companies to test any wholesale cosmetics on animals before selling to consumers.
Kim Walls, the Global General Manager of Lime Crime, confirmed the worry of working around this dilemma in an ethical and legal way that left both LimeCrime and China satisfied.
In addition, Walls also admitted worry over another obstacle during their Chinese launch: counterfeit products. The majority of Lime Crime fakes sold last year (over 1 million) came from China. Officially launching in China would only make it easier for unauthorized vendors to sell counterfeit products and more difficult for consumers to confirm whether their product was the real deal, ultimately discouraging sales.
The most obvious solution to the problems presented would be to ship directly from USA warehouses to Chinese consumers. However, the massive scale of transportation logistics this would require would be too much for a smaller brand like Lime Crime. They needed a different, more practical work around.
Enter Revolve, an e-commerce fashion platform. By partnering with Revolve and through the magic of social media, Lime Crime was able to target a large enough audience in China and encourage them to try Revolve’s e-commerce service. After that, all it took was a two-hour early access window before the official launch for pre-existing fans to spread the online word and gain Lime Crime the attention they wanted.
By selling their product exclusively to Chinese consumers through Revolve, Lime Crime both eliminated the problem of having to test on animals and ensured that customers would be guaranteed a legitimate product. Revolve is now the only source for authentic Lime Crime products in China.
Along with Revolve, Lime Crime has joined forces with a plethora of up-and-coming influencers who are passionate about advocating for the brand.