LimeLife by Alcone

LimeLife by Alcone traces its story to 1952, when Alcone opened as a family-owned makeup store in New York. It became a leading supplier of professional makeup for film, theatre and television, and its Manhattan store sits on West 49th Street. In 2015 Michele Gay and Madison Mallardi took that pro-grade makeup into direct sales. They launched LimeLight by Alcone with Beauty Guides who sell one-on-one, at parties and online.

The L’Occitane years. In May 2017 L’Occitane International bought a 40% stake in the US business and set up a joint venture to take the model abroad. In January 2018 it raised its stake to just over 60%, and the brand was renamed LimeLife. Today LimeLife says it is part of the L’Occitane group and sells in the U.S., Canada, the U.K., Ireland, Germany, France, Spain and Austria. Its CEO is Laurent Billion, and its US office is listed at L’Occitane’s New York headquarters.

We applaud L’Occitane's forward-thinking understanding that connecting with consumers in this new digital age is not just about programming another device application, but also building and training a sales force that can capture a vast social media following and then help that following discover personalized beauty solutions through out-of-store, one-on-one relationships.

Michele Gay, co-founder and co-CEO, LimeLight by Alcone — L’Occitane International press release, 16 May 2017

Products. LimeLife’s own pitch is “professional-grade beauty essentials”: makeup that it says delivers strong pigment and lightweight, all-day coverage, and skin care it describes as made with safe, potent, plant-based ingredients. The makeup side includes the Be Amazing tinted moisturizer and concealer, custom refillable palettes, blush sticks, lipsticks, glosses and brushes. Skin care runs from Dream Clean cleanser and Hit Refresh gel mist to serums, masks and Zero Shade sunscreen. Newer additions include the Full of Life hair care line and Firm Response, a collagen powder in stick packs. The company labels many products vegan, paraben-free or refillable, and its site carries the Leaping Bunny cruelty-free logo.

By the numbers. LimeLife says it has paid more than $235 million in commissions to Beauty Guides, that more than 200 Beauty Guides have earned over $100,000 in commissions, and that over 40% of its current Beauty Guides have been with the company for more than five years. Its most recent Income Disclosure Statement covers 2023: 7,804 active Beauty Guides in the U.S., 83.1% of whom earned cash commissions, with average annual gross cash earnings of $1,852 before expenses. That spread is typical of direct sales, and it is worth reading before you join.

LimeLife calls its free enrollment the Backstage Pass. It costs nothing up front (the company places a temporary $0.01 charge to check your card) and includes business training, product education, sales reports, digital marketing tools, a personal online shop and access to the Green Room back office and the House of LimeLife app. After the first month there is a $9.95 monthly fee and a $75 yearly renewal fee, which keep your site and back office running. Beauty Guides get 20% off most products.

Starter Sets are optional. Each is built from LimeLife’s most popular products and sold at a discount, and buying one unlocks a one-time voucher for 50% off your next purchase so you can fill out your demo kit. LimeLife also offers new Beauty Guides a welcome gift of its Perfect Foundation and a brush when they join. Set contents and prices change with promotions, so check the current Starter Sets page before you choose. The old $169 light, medium and dark kits are no longer offered.

LimeLife says its plan was built with input from its Beauty Guides. You earn commission on your own sales from day one, starting at 20% and rising to 40% as your sales grow, with no caps. Base 20% commissions are paid weekly. Customers can order straight from your personal LimeLife site, so you never have to buy or stock inventory, and there is no monthly sales minimum to stay a Beauty Guide.

If you build a team, you can earn up to 11% on your team’s sales. On top of that LimeLife offers extra rewards in your first 60 days, bonuses each time you move up a rank, consistency bonuses, and incentive trips and invite-only events for top performers. Moving into leadership does need some sales volume. LimeLife changes the details of its plan from time to time, so treat these figures as a guide and check the company’s current compensation plan and Income Disclosure Statement before you sign up.

PROS

• Real professional heritage through Alcone, a New York pro makeup supplier since 1952
• Backed by the L’Occitane group, a large and established beauty company
• Free to join for the first month, with no inventory and no monthly minimums
• Personal commission of 20% to 40% with no caps, paid weekly at the base level
• Broad catalog across makeup, skin care, hair care and sun care, with custom palettes for color matching
• A strong record of seller retention, by the company’s own figures

CONS

• $9.95 a month plus $75 a year adds up if you are only selling a little
• Average 2023 earnings for active U.S. Beauty Guides were $1,852 before expenses
• The beauty market is crowded, online and in direct sales
• The name changes (LimeLight, then LimeLife) can confuse long-time customers
• Popular products have been known to go on backorder

Bottom line: LimeLife is a good fit for someone who loves makeup, likes teaching and wants a pro brand with a big parent company behind it. The free start makes it low-risk to try. Just go in with realistic expectations about income.