Doe Deere is the creator and CEO of Lime Crime, an LA-based beauty line that offers fantasy-themed makeup and hair dye that is vegan and cruelty-free. The makeup is brightly colored, quirky and fun, and the hair dyes are vibrant shades with magical names. She was one of the first female entrepreneurs to launch her business and be successful in 2008. But she didn’t start out in the makeup business. Doe Deere came to the United States from Russia and studied at the Fashion Institute of Technology in New York. She had originally planned to go into clothing design, and in 2004, launched Lime Crime on eBay.
It began to make steady sales in just one year. She was content with her work, but realized that she couldn’t find colorful makeup to accentuate her clothing. She wanted bright and bold colors that just weren’t available. So, in 2008, she decided to make her own. From the moment Doe Deere began creating the makeup she envisioned, she knew she had found her niche. She knew that in the makeup business, one has to carve a style and a brand out for themselves. Her favorite things have always been makeup and fairytales, so she married them together. The name Lime Crime comes from her love of fairy tales. She loved how silly rhymes and words appeared in fairytales.
So when the time came to name her business, she played around with words until she found it. Lime Crime’s mascot is a unicorn, indicating the rarity of her magical creations and the company’s kindness to animals. On her website you can find shockingly blue hair color called Anime and glittery fairy-green lipgloss named Meadow, to add the element of fantasy and fun to your style. Their newest line is called Alchemy, which includes colorful potion colors like toxic green and swirly purples. Doe Deere is not just creative and talented, but a clever entrepreneur. When her makeup line was launched in 2008, she started to post makeup tutorials for her new line. Her luminous colors and whimsical flair brought customers right to her. She also hosted contests and interacted with her audience on her blog.
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Thanks to these efforts over the years, Lime Crime’s Instagram now has over 3 million followers. She is inspired by Generation Z, and hopes to inspire them with her fairytale colors and magical products. Ever since the beginning, Doe Deere has been passionate about animal safety in the makeup business. She wants her products to be safe for human skin and free from animal cruelty. For Doe, her greatest achievement with Lime Crime was the day she could finally donate to charity from the profits of her makeup line. Now Lime Crime donates to six different foundations, including the Bideawee Animal Shelter and HOLA for Kids in LA. Doe Deere claims that she’s created the best job in the world, and everyone who buys and uses her bright candy colored cosmetics would have to agree.
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