Lime Crime has a new tagline—Never Blend In.

Known for its bold, non-traditional makeup colors, Lime Crime says it aims to “inspire and invite self-expression” with its new influencer campaign that shares its tagline with the hashtag #neverblendin.

The first look above is by @teishajenaie , via Instagram, followed by @lunamontana demonstrating Lime Crime’s Unicorn Hair Dye.    

Andrea Blieden, Lime Crime’s CEO, comments, “Lime Crime’s core values are so relevant in today’s world as we all look for a space to play, have fun, and find the ways we want to self-express through color. There is a powerful feeling that comes from the freedom to self-express. We’re so thrilled for this next chapter of the brand and can’t wait to see where it takes us.”

The brand says it is also paying homage to its influencer-driven roots by partnering with a diverse group of “digital mavens” as the face of the new campaign. It was shot remotely, through the lens of each influencer. 

Lime Crime also partnered with singer/songwriter Kehlani to sponsor her makeup look for her first virtual concert, “It Was Live Until It Wasn’t” on May 10th and 11th.