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At one point, Lime Crime was the most hated beauty company on the internet. Its founder, Doe Deere (real name Xenia Vorotova), has courted controversy almost since the brand’s founding 10 years ago. There’s been a Hitler costume; a security breach and subsequent multiple credit card hackings that resulted in the company settling a class-action lawsuit; accusations of cultural appropriation; and a brush with the Food and Drug Administration over misleading packaging, among other things. (Read summaries here and here.) These dark undertones have always provided a jarring contrast to the image the brand is trying to project: Unicorns! Rainbows! Sparkles!

Recently, however, Lime Crime has been burnishing its reputation and keeping its nose clean. Deere had notably stepped back publicly and tapped beauty industry veteran Kim Walls to function as a CEO in everything but her title, which was general manager. Walls had been responsible for providing more structure within the company and growing new retailer partnerships, including with Ulta and Riley Rose. Walls told Racked that Deere herself was on the board and still consulting on collections but was not involved in day-to-day management. But now the company that Deere founded is about to enter a new era.

A post shared by Doe Deere (@doedeere) on Sep 23, 2017 at 11:19am PDT

After months of rumors, the private equity firm Tengram just bought a majority stake in Lime Crime, according to WWD. A new CEO starts Monday; Stacy Panagakis was previously at Fresh as a general manager. A representative for Lime Crime has confirmed that Walls is no longer with the company. The goal is to triple the size of the brand, estimated to have done $30 million in net sales in 2017, in five years. Sasha Valentine, a longtime employee, will stay on as chief creative officer.

Most notable, though, is that Deere is stepping away from day-to-day management completely. This truly is the end of the era and probably a good thing, given her history of flubs and controversies.

Bloggers who have doggedly documented Deere’s company for many years in order to keep her accountable have recently noted the lack of drama and correctly predicted that Lime Crime’s rehabilitation was nigh. Oh Dear Doe Deere, a Tumblr dedicated to exposing Lime Crime, recently wrote in part: “I have a genuine belief that we are close to the day I never thought I’d see — the end of the need of this blog. ... Now, I have faith that Lime Crime have finally became the brand I always hoped they could be, decent to their customers and wiser to the mistakes they have made along the way.”

An account called RIP Lime Grime, which had also dug up dirt on Lime Crime for many years, posted a similar sentiment on Instagram, saying she would be rebranding her page.

A post shared by Lime Crime (@limecrimemakeup) on Jun 10, 2018 at 5:08am PDT

Sometimes when a brand sells to a corporate entity or private equity, there is an outcry that the brand will lose some of its authenticity and personal touch. In this case, though, Deere had become a liability, and the brand will likely be better off with a bit of traditional corporate oversight.

This post was updated June 18th at 5:32 with a confirmation that Kim Walls is no longer with the company.