They say it’s not easy being green, but being “lime” worked out just fine for Doe Deere, CEO and creator of Lime Crime Cosmetics. Lime Crime has two priorities: providing cruelty-free, vegan makeup, and making sure that it’s bright, glittery, and fun. Lime Crime is most famous for their velvety liquid lipsticks, colorful, pigmented palettes, and a healthy dose of anything rainbow or unicorn inspired. Doe Deere, on the other hand, is famous for being a successful, young entrepreneur who came up winning from humble beginnings.
Many would be surprised to find out that Lime Crime actually began as a clothing company. Deere originally moved to the states to become a fashion designer, so she attended the Fashion Institute of Technology in New York City. Her first line of clothing was called Lime Crime, but eventually, Deere realized that her true passion was creating and marketing makeup that she created herself. She had been selling her clothes on Ebay, and launched her makeup sales back in 2008. The rest is history. Since then, Deere has created her own website and now sells makeup in popular retail stores such as Ulta and Sephora.
In a recent interview with Inspirey, Deere credits one of her main inspirations to be the likes and interests of Generation Z, or those born in 2000 or later. Some popular trends include bright, neon colors, glitter, and matte lip color. Deere says that she follows these trends carefully and always tries to provide the kind of makeup that her demographic is looking for. Another inspiration for her makeup is her love of fairy tales, which can be seen in Lime Crime’s whimsical packaging, pretty pastels, and continual theme of femininity and magical creatures such as mermaids and unicorns.
Although Deere was born in Russia, she currently resides in Los Angeles with her husband and their cats. From LA, she works tirelessly to oversee her company, along with designing makeup and marketing her new products. Doe is the CEO, but she’s also a jack of all trades in that she invests herself deeply in every aspect of production. She loves marketing herself and her brand and has stated that listening to customer’s advice over social media can be one of the most beneficial ways to improve your brand. She’s also very active in the beauty community and projects her voice and love of makeup through presentations and speeches.
Overall, Deere’s main belief is that makeup should spark happiness. She tries to inject her happiness into each and every one of her products in order to make her customers just as excited about makeup as she is. She wants her customers to realize that using makeup doesn’t mean making a better version of yourself; it means creating art and having fun… with just a bit of magic sprinkled in.
Follow Doe Deere on Instagram.