CEO Of Lime Crime Shares Her Story

Doe Deere is the founder and CEO of Lime Crime Cosmetics. She was born in Russia but raised in New York where majored in fashion design. Lime Crime is now based in Los Angeles, California. Doe is committed to designing vegan certified cruelty-free and boldly colorful cosmetic products. Lime Crime offers loose pigments, lipsticks, lip gloss, palettes, eye shadow, nail polish and liquid liners.

Doe started with making and designing her own clothing line which she independently sold online. She got the idea of creating her own special makeup line to go with her outfits when she would model them herself on her website. She couldn’t find the colors she needed so she just took the initiative to make them herself.

Doe has always loved two things: makeup and fairy tales. Doe decided to blend the two passions to make a cruelty-free, imaginative make-up brand that would be fun. The mascot of the company is a unicorn which represents rare beauty, and compassion, and kindness to animals.

First I started selling my new Lime Crime clothing designs online through eBay in 2004, and I created my first digital store there. In less than a year, I was already making steady sales.

Deere’s line of makeup was launched in 2008. Her original collection included blushes, eye shadows, brushes and primers which started at around $12. She promoted her products using makeup tutorials online which became very popular. In 2009, her efforts began to pay off. Deere’s business was eventually successful enough for her to begin supporting her favorite charitable organizations, mainly based on women, children and animal rescue. She felt grateful to finally begin making bigger differences. Today, Lime Crime supports The Red Cross, HOLA for kids in LA, Girls Inc, Sanctuary For Families, Adopt NY, and Bideawee animal shelter.

Doe Deere attended NYC’s Fashion Institute of Technology and majored in illustration and fashion design. Deere decided it would be better if she dropped out to start her own clothing company, eventually deciding to stick with makeup as she got better reactions than she did with her clothing line and saw it as the better path. As a woman who started small achieving success on her terms, Doe avidly supports female owned entrepreneurship and businesses. Doe speaks on the subjects of following your ambitions and carving your own path at public events like Stardust Tour in Vegas and PHAMExpo. She likes to mentor aspiring female business owners.


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