Dive Brief:

• On Monday, Lime Crime, the cosmetics and hair color brand, appointed Andrea Blieden as its new CEO. Tengram Capital Partners, which invested in Lime Crime several years ago, steered the process for her hiring, according to the company press release. 

• Blieden previously held roles at Kiehl's and The Body Shop prior to joining Lime Crime. She most recently held the title of general manager of the U.S. at The Body Shop. While with the company, she oversaw the rollout of a new website, loyalty program and CRM initiatives, per a company announcement. 

• Under her leadership at Lime Crime, the brand aims to "dominate as an innovator in the digital space, while maintaining and growing its retail presence," per the company statement.

Dive Insight:

Lime Crime's rise comes as the cosmetics industry re-evaluates its approach to inclusivity and technology. Before Blieden joined Lime Crime, she spoke in an interview with Retail Dive about her belief that the gender product divide in beauty will fade from the sector.

In its announcement, Lime Crime highlighted its in-store success with retailers like Ulta, Selfridges and Boots, but Blieden's hiring signals the brand's commitment to improving its digital operations. 

"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," said Matt Eby, co-founder and managing partner of Tengram, said in a statement. 

Last May, the brand introduced an AR app to share product shades and tutorials with customers. Of course, Lime Crime isn't the only beauty company integrating new technologies into its strategy. Before the COVID-19 pandemic forced non-essential retailers to close, beauty companies like Younique, Sally Beauty and Perfect Corp. had been exploring the possibilities of AR and AI technologies for themselves or other businesses.