THE WHAT? Lime Crime has named Andrea Blieden as its CEO. The vegan beauty brand’s backers Tengram Capital led the search for a new top executive.
THE DETAILS An e-commerce pioneer, Blieden has held several roles in the digital beauty world including Vice President of Brand and Retail Marketing at L’Oréal-owned Kiehls and VP of Marketing and GM of the US for The Body Shop.
“There is no denying that the demand for Lime Crime is there – if you just look at the engagement across its social media channels, it’s amazing,” commented Blieden. “Even in times like these when so many brands are struggling to make genuine connections with their customers, Lime Crime’s engagement is higher than ever and consumers are having so much fun engaging with this brand and the products.”
THE WHY? Matt Eby, Co-Founder and Managing Partner of Tengram said, “Andrea’s knowledge of the digital landscape, her ability to understand and effectively communicate with the customer base, and her passion for the Lime Crime brand and what it represents made her a perfect match for Lime Crime. With over 3.5 million Instagram followers, Lime Crime has an incredible social reach. We believe Andrea and her skillset will be able to build off of this strong foundation and grow the brand into something even more amazing and unique.”