If you love bright lipstick and bold style, you’re probably already familiar with Doe Deere and her brand LimeCrime. Deere has successfully created an online empire and dominated an industry that told her she couldn’t make it as an online beauty retailer. By walking to the beat of her own drummer and living her truth, Doe Deere has become one of the most recognized names and faces in beauty.
A Passion for Animals
One of the defining features of LimeCrime cosmetics is that all of the products are cruelty-free, meaning they don’t use any animal products. Additionally, no animal testing is ever done in order to get products to the market. Instead, Doe Deere tests all the products herself before allowing them to be sold under the LimeCrime name. What’s more, Deere donates a portion of all proceeds to a no-kill shelter in New York, putting her money where her mouth is.
Beauty as Self-Expression
Part of the LimeCrime message is that beauty products aren’t for covering up imperfections or putting on a fake persona. Instead, Doe Deere is out to spread the word that makeup is a form of self-expression and can be used to show your true self, not to cover up who you really are. Instead of “true” beauty being natural or makeup-free, showing who you are on the inside is Deere’s idea of being yourself. It’s a message of makeup as empowerment, and it’s taking the world by storm.
Authenticity Comes Standard
From her beginnings in DIY fashion to her heights as a cosmetic guru, Deere has never lost touch of her inner calling. She knows who she is, and she injects it into everything she creates. Unlike other commercial brand owners, she sits with the chemists and product developers, speaks to customers, and on set for product photography shoots. She’s hands on the entire way, and she does this intentionally. She’s invested in making sure that everything with LimeCrime’s name is true to her customers. She wears every product for a day or more, just to make sure it “feels” right. Her involvement and commitment to authenticity is what makes her brand so attractive to those who value genuine self-expression and a personal touch.
From product creation to sales and marketing, Doe Deere infuses a little bit of her essence into everything she produces. Her authenticity, commitment to charity, and unwavering sense of self has made her an icon and role model to many. Time will tell what’s in store for LimeCrime, but if history repeats itself, Doe Deere’s loyal fan base will likely be ready and waiting for whatever she releases next.