It might sound so cliche, but Doe Deere would advise anyone out there trying to create a business, to believe in the dream and remain young at heart.
Today, Lime Crime has become one of the world’s hottest makeup brands, thanks to its founder/CEO Doe Deere and her wonderful child-like imagination. She’s been branded the “Unicorn Queen,” for her whimsical look on life and the notion that all things are possible. Even her makeup line reflects a fantastical world of color and freedom. Lime Crime palettes are like no others, with strong, highly pigmented cosmetics that reach far beyond the normal color spectrum.
Three key locations shaped the personality and business mind of young Doe Deere. She was born in Russia and recalls playing with bright colors and experimenting with makeup as a child. At 17, she moved to New York City, taking her creative vibe with her and dabbling in a band, sewing clothes and opening an Ebay store and so forth. These days, Doe Deere operates her company out of Los Angeles.
Unable to find bold and beautiful makeup, even in a metropolis the size of NYC, Doe Deere decided to establish her own cosmetics company. In 2008, Lime Crime was born out of Doe Deere’s desire for modern makeup.
Gone were the boring beige cosmetics that everyone’s mother and grandmother were brought up on. Lime Crime was unusual in so many ways, including liquid to matte lipsticks in bizarre shades like Squash, Moonstone(Grey), Raven, Cement, Teacup(Blue), Metallic Gold, etc. Doe Deere wasn’t sure anyone would understand her brand, but the world took notice, and fans began sprinkling her social media sites with Lime Crime makeup selfies. Young women and men, too, were becoming obsessed with these weird makeup shades with glittery eye shadows and razor sharp eyeliners.
Doe Deere understood the value in e-commerce and the internet, gladly engaging her fans and inspiring each other in the world of modern makeup. Today, Lime Crime’s Instagram page is sizzling hot with 2.4 million followers and growing like wildfire. The brand’s Instagram page is one of the most beautiful and colorful sites to stare it. It’s breathtaking, because the Lime Crime color palette is something pop culture has never seen before.
Doe Deere is proud of the message her brand is giving to young people everywhere, and that is simply, to be yourself. She finds her cosmetics are empowering with their bold, nervy colors and offer a great dose of self-esteem to those who dare to wear them. Putting on Cement gray lipstick for example, isn’t typical, but the stunning shade turns heads, and many are attracted to the newness of her makeup palettes.
Doe Deere’s About Us page sums it up ideally: “I make makeup for girls and boys like me, who express themselves unapologetically. Lime Crime is freedom to be you!
Lime Crime is also sold in popular retail stores like Urban Outfitters, Naimie’s Beauty Center and Vorana Cosmetics(Mexico).
Follow Doe on Twitter @doedeere