Lime Crime Was Born
I always gravitated towards bright and unusual colors but back in 2008 they were impossible to find because the makeup industry was still very much into that super natural look. Beige gloss, you know all of that kind of stuff. But I loved those [bright] colors and I just couldn’t find them anywhere so I started to make them. And I was so surprised to see just how many girls gravitated towards the same. So the company was profitable for that reason.