LimeLife

LimeLife by Alcone represents the consumer-facing extension of Alcone Company, a family-owned business with deep roots in the professional makeup industry since 1952. Founded in New York City by Alvin Cohen, Alcone established itself as a premier supplier for the theatrical, film, and television industries, providing makeup artists with high-quality products. The Mallardi family acquired Alcone in the early 1980s and continues to run the business.

The direct sales branch, initially named Alcone at Home and later LimeLight, was launched in 2015 before rebranding to LimeLife by Alcone. The venture was co-founded by Michele Mallardi Gay, who became president of the family business in 2010, and her niece, Madison Mallardi. Michele's journey started not in business, but as a microbiology major and later a teacher, experiences that shaped her people-first leadership approach. The inspiration for a direct sales model emerged from a desire to create an additional revenue stream for professional makeup artists and to build a stronger community around the brand.

LimeLife operates on a multi-level marketing (MLM) business model, empowering a network of independent 'Beauty Guides' to sell products directly to consumers. Revenue is generated through direct retail sales and a unilevel commission structure where guides earn from their personal sales and the sales of the teams they recruit. Beauty Guides purchase products at a wholesale discount and earn commissions that can scale up to 50% based on sales volume and team performance, with no mandatory minimum sales quotas to receive commissions. The company handles logistics like delivery and payments, allowing guides to focus on client consultation.

The company's product portfolio is centered on professional-grade makeup and a line of natural, chemical-free skincare. Product formulations are cruelty-free, with many being vegan and paraben-free. A key differentiator is that LimeLife curates its makeup line by selecting the most popular and time-tested products used by professionals from its parent company's catalog, rather than formulating everything in-house. This ensures consumers have access to the same high-pigment, long-lasting products favored by makeup artists on sets and runways.

Keywords: direct sales cosmetics, professional makeup, natural skincare, multi-level marketing beauty, Michele Mallardi Gay, Madison Mallardi, Alcone Company, Beauty Guides, skincare sales, makeup sales, independent beauty consultant, cruelty-free cosmetics, vegan skincare, paraben-free makeup, direct selling, beauty business opportunity, network marketing, commission-based sales, beauty entrepreneurship, high-pigment makeup