Colour cosmetics and hair colour brand Lime Crime has announced that it has appointed former General Manager of The Body Shop, Andrea Bliedon as its new Chief Executive Officer. Andrea began her career working on several e-commerce platforms and start-ups before being appointed Vice President of Brand and Retail Marketing at Kiehl's. She joined The Body Shop in 2016 as VP of Marketing before being promoted to General Manager of the US. 

As General Manager Andrea led a team of nearly 1,000 employees and was responsible for The Body Shop's entire US market. She led the integration of the business after the brand was acquired by Natura from L'Oreal in 2017. Her responsibilities included all retail, wholesale and digital channels, growing brand awareness and marketing in the US. Under her leadership, The Body Shop launched a new website, loyalty program, and CRM initiatives and invested heavily into the growth of its digital business.

At Lime Crime Andrea will lead the company's digital expansion and retail presence.