If there was ever a line of cosmetics to revolutionize the industry, it is Doe Deere’s Lime Crime. The cruelty-free and vegan cosmetics are available for sale both online and inside a wide variety of retail stores across the globe because of their bold, vibrant and expressive colors that are distinguished to the brand. Before Lime Crime’s introduction, cosmetic brands limited their eye shadow and lipstick colors to neutral tones. Funding heavily pigmented eye shadows was extremely difficult to do.
That is what Deere quickly discovered while promoting her clothing line. She viewed makeup not as a way to high imperfections, but to enhance our self-expression and individuality, and wanted to incorporate that into the looks she creating and the absence of suitable makeup frustrated Deere. In 2004, Doe Deere created an eBay account using the name Lime Crime as her account handle, and begin making YouTube videos in order to model her clothes. At that time, it was difficult for her to find the shades of eye shadow and lipstick that complemented her clothes so she created her own.
Deere, born in Russia but raised in New York City, is the “Unicorn Queen” of colors in the world of beauty. Before becoming the CEO and founder of Lime Crime Cosmetics, Deere studied fashion design- her passion at the time. Her cosmetic line came as a result of a lacking in the industry, one in which she fulfilled with her creation. Even though makeup was not her initial passion, Deere remained flexible while pursuing her dreams. Her journey serves as an inspirational example of how following your dreams can lead you towards success, but it requires that you remain open-minded and listen to what your peers are saying.
Her fashion business began making consistent sales within a year of opening, and even though it was a substantial demand for her clothes, there was an infinitely greater demand for her makeup. This inspired her to create Lime Crime cosmetics, and she launched her makeup line in 2008. Using the same method that cultivated interest in the cosmetic line, Deere used makeup tutorial videos on YouTube in order to promote her products. By 2009, her cosmetics gained enough traffic to compete alongside some of the most prominent cosmetic brands in the industry.
Using feedback from clients, Deere has continuously enhanced her the brand with the introduction of new and exciting products and features. With the introduction of liquid-to-matte lipstick that is fade, smudge, crumble and transfer resistant- a product that is a brand-new innovation to the industry- Lime Crime is revolutionizing cosmetics. And with both PETA and Leaping bunny certifying the entire Lime Crime line as Vegan and Cruelty-Free, it is no wonder why Deere has emerged as an inspiration for female entrepreneurs, and Lime Crime has developed into nationally recognized brand.
Deere inspires aspiring female entrepreneurs as a mentor in order to help them discover their passions and convert them into a profitable business. She also gives public speeches on the topic of finding your own voice and allowing your ambition to guide you. And by making herself easily accessible for advice or Instagram, Deere is not only making strides in the cosmetic industry, but she is laying out a blueprint for successful entrepreneurship that other women can use as a model for their success.