Getting to Know Lime Crime Founder Doe Deere

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.


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Doe Deere – article recap

When you look at the woman herself Doe Deere seems like a real live walking fairy. You expect that she would have a magic wand that magically sprinkles color everywhere. However, a fairy she is not instead to her fans she is the Queen of Unicorns. Her incredible purple or pink locks or whatever color she’s chosen for her hair this week is just a sampling of her love of color. Doe Deere’s makeup is always done perfectly in such an array of colors it draws people to her makeup line. Learn more:

An immigrant to the United States from Russia, Doe has turned her American dream into reality with the success of her business Lime Crime. A music lover Doe originally had dreams of following music into a full time career. While living in New York after arriving from Russia that was the dream she followed. In Manhattan and Brooklyn she played with a band and lived the life of a New York musician. During the 12 years of this lifestyle Doe met and fell in love with her bandmate and now husband. Their amazing art of collaboration has given Doe a great partner in all she does. Learn more:

Doe Deere wants to inspire young women by telling them to embrace every part of themselves that may be different from the norm. She knows how lonely she felt herself as a young girl because she was sure no one else thought like her. She has come to realize that it’s all of those idiosyncrasies that made her feel alone in the world that helped her to be the success she is today. Her company Lime Crime has colors and ideas for makeup you can’t find anywhere else and she’s grateful for that.

Doe Deere has a real appreciation for fashion and individualism. As a graduate of FIT in NYC for fashion design she knows how fashion expresses each persons individual tastes. It is those ideals that make her makeup line do the same. She wants her customers to have the ability to express themselves with her bold, bright, and hard to find colors. It’s all about not being cookie cutter and like everyone else, this is something Lime Crime is all about.

Named one of the Top Inspiring Women by Self=Made magazine, is something Doe Deere is proud of. Through internet sales and instagram photos Lime Crime and Doe Deere stay ahead of the game and continue to produce new and exciting products. She is definitely someone to watch and will continue to imagine herself into further success.