Doe Deere is the founder, owner, and CEO of the successful Lime Crime makeup line. Born in Russia and raised in NYC, Doe has a unique and colorful business approach that resonates with consumers. Her makeup products feature radical colors and innovative formulas. With a one-of-a-kind vision, Doe has become a leader among female entrepreneurs.
The Launch of Lime Crime
Doe launched her Lime Crime products in 2008. Since 2004, Doe was sewing and selling bright clothes on eBay. Her makeup line was created to match her DIY clothing line. Lime Crime launched with Uniform Lipsticks, the first distinct lip colors on the market. Doe became known as the Unicorn Queen. Her radical and colorful customers are referred to as Uniforms. With this market in mind, Lime Crime products were always cruelty-free. By 2012, the products were reformulated to meet vegan standards. During that year, Doe also lead the way in the liquid to matte lipstick trend by introducing the first Velvetines.
Encouraging Self-Expression Through Color
Unlike many other cosmetics, Lime Crime was made to do more than conceal imperfections. Doe Deere wanted men and women to have vibrant cosmetics to use as a form of self-expression. She uses her gut instincts to develop a product line that feels right at the moment. Her focus is not on natural looks. Instead, Doe develops intensely pigmented cosmetics with a bold, magical flair. Lime is her favorite color, which inspired the name of her line of eye-catching lipsticks, nail polishes, and eye shadows.
Bright and Focused
Artistic since childhood, if Doe ha it to do over again, she would have brought her vision to life sooner. She is proud to be considered one of the top women-owned businesses in the world. Doe encourages people to follow their ambition at public events such as Vegan Nay’s Stardust Tour and PHAMExpo. She also mentors other aspiring female entrepreneurs. She works with a dedicated team to create products that appeal to her customers. Doe tries them all herself to make sure each product is authentic. It can take weeks or months for her to get inspiration. Doe was also an innovator in developing cosmetics that were focused strongly on interactive e-commerce.
After working at several administrative jobs in her 20s, Doe discovered she had to be true to herself to make an impact. She believes in appreciating her employees, vendors, and partners. She treats people with respect and finds inspiration in everyone. After a security breach in 2014, the female entrepreneur was able to restore customer trust through a team of professionals. Though she does not share his political views, Doe recommends Donald Trump’s book, “Think Big & Kick Ass” as a life-changing read. Her husband Mark is her biggest influence as a human. They have been together for 16 years and he is currently the President of Lime Crime. Other inspirations for Doe include Dita Von Teese and Kimberley Gordon, the creative brain behind Wildfox.
From supporting animal rescue organizations to changing the world view of cosmetics, Doe Deere is a leading female influencer today.