Evaluating only Limeup’s profile at its peak — without knowing the outcome — the model ranked Unit economics as the #1 likely cause. That’s exactly how it died.
Key Events Timeline
FOUNDING
MILESTONE
CRISIS
SHUTDOWN
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Documented cause
Limeup offered on-demand beauty services in Bogotá, connecting customers with freelance stylists and beauticians. The model faced structural barriers: low ticket sizes relative to logistics costs, heavy traffic making home visits expensive in Bogotá, and beauty professionals preferring informal arrangements over platform fees. Post-COVID recovery was slower than expected.
Lesson
“Beauty services on-demand in LatAm cities face CAC and logistics challenges that make profitability very hard to reach.”