North Dakota LimeLife by Alcone Beauty Guides

LimeLife sells two things side by side. One is professional-quality makeup, with the pigment and coverage you would expect from a brand born in a backstage supply store. The other is skin care the company describes as made with safe, plant-based ingredients and free from harsh chemicals. Body care, hair care, sun care, brushes and a collagen powder fill out the range, and many items come in subscribe-and-save versions. The typical customer is a woman who wants pro results without a department-store counter, and who likes having a person to ask about shades and routines.