Known for their bright and wild color scheme, Lime Crime is a staple in the beauty world. However, CEO and founder Doe Deere was not always the cosmetics impressario that she is today. Originally hailing from Russia, she created Lime Crime as an online beauty shop in 2004 using Ebay as her storefront. She had no idea how successful she would become; in less than a year, she was already making a steady income on the internet. The next step was to create her own line.
Thus, in 2008, Lime Crime as we know it was born. As one of the first “digitally native beauty brands,” Lime Crime sought to make a splash in the beauty world. With a tag line that states “always rebelling, never boring, Lime Crime’s here to shake things up,” Doe Deere delivers. The bright, whimsical colors are inspired by her own makeup journey, saying that her inspiration comes from her two favorite things: “fairy tales and makeup.” In fact, the mascot of the website itself is a Unicorn, which “represents individuality, rare beauty and compassionate kindness to all animals.”
A compassionate kindness to all animals is also one of the corner stones of Deere’s work. It has been very important to her to insure that her brand is vegan and cruelty free. To this end, Lime Crime is certified as both vegan & cruelty-Free by PETA & Leaping Bunny. In fact, Deere described one of her biggest challenges being finding the right laboratory to work with, stating that they needed to be not “only excellent at what they do, but they had to also share my vision,” a vision that includes not testing on animals or using animal products.
Keeping these core values and becoming a successful business has been a journey for her. In fact, Lime Crime- in its inception- almost never became a makeup brand. Deere had initially intended Lime Crime to be a clothing line when she was a student at the Fashion Institute of Technology in New York City. However, it because very obvious to her and that her interest in fashion did not match her interest in makeup. Once she began to put her passion and effort into makeup she, “never looked back.” Others, including consumers, began to take notice. Deere stated that when they “noticed how passionate I was about the make up line, and they really responded much more than anyone had to the clothing line I’d started initially, so I knew I was on the right track.”
Ultimately, business has not been a straight line for Doe Deere, but her commitment to her creativity, her craft and her Unicorns has shown through. She is proof that when you do what you love and you love what you do, success will surely follow.
Visit www.doedeere.com to learn more.