One of Kylie Jenner's favourite cruelty-free brands is coming to Boots and you're going to love it

Keeping Up With Kylie.

03 Jul 2019

She's officially a beauty billionaire whose every makeup recommendation sends Instagram into a frenzy and sales soaring, so when Kylie Jenner lauds a brand, you can trust it's worth your hard-earned money.

One of the makeup mogul's favourite brands is about to get a whole lot more accessible because it's landing on your local high street.

Cult-status, digital-first makeup and hair colour brand, Lime Crime, is landing in Boots on July 17 - and we couldn't be more excited if we tried.

Staunch fans of the brand will know they're masters in setting trends that take the internet by storm (we're sure you've spotted one of their Unicorn Hair Dyes on your favourite influencer's Instagram feeds). Plus, they're experts at creating high performance products with unique formulas that offer unapologetic, colourful self-expression; think Kylie's punchy pink hair.

For Lime Crime virgins, here's what you need to know. Founded by makeup visionary Doe Deere in 2008, the beauty brand aim to allow people to express themselves unapologetically, experiment with every colour of the rainbow and 'escape from looking like everyone else'.

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Think pink 💖 LOVE this pink we did on @kyliejenner To get the look I was super gentle on the hair and used @limecrimemakeup Unicorn Hair Tint in Kawaii and Bunny and used Lime Crime’s Dilute Hair Mixer to make a super soft frosted pink. #limecrimeunicornhair #olaplex #colorwowhair

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The brand is known and loved for creating colourful trends and innovations, from the Velvetines, one of the first liquid matte lipsticks on the market (sorry, Kylie!), to the best-selling Venus palettes (which have mega colour pay-off) and unicorn hair hues. Plus, all of their products are super affordable with lip glosses costing around £14 and hair colours costing around £11.

Kylie is a huge fan of the brand's iconic Unicorn Hair Dyes, which apparently have an ultra-conditioning formula that delivers high-intensity, vibrant and bold results.

What we love most about the brand is that it's certified vegan and cruelty-free by both PETA and Leaping Bunny. Yaaas.