Doe Deere may have had her pink roots in music at the start, but has moved on to be the successful make-up brand owner of Lime Crime. Deere was born in Russia and came to the United States at 17 years old. As a young teen in Russia, she wore and sold temporary tattoos to her classmates and friends.
While living in Brooklyn, Deere was part of a band. While in the band, Deere met her husband and also gained valuable promotional skills that would help her in her beauty business. Deere believes that everyone has a uniqueness about them that they should explore, as it will help them reach their full potential.
Lime Crime was born in 2008 after Deere was looking for bright colors for make-up and finding more demure and darker shades wherever she looked. After making brighter make-up, she found that other women were looking for a lighter palette and Deere was able to market to that. The concept of the brand name is a combination of Deere’s favorite color and making such bright and vivid products that wearing them may seem like a crime. Deere first started on ebay, but now has an internationally successful web career on limecrime.com. In 2009, Lime Crime unveiled Unicorn Lipsticks and Velvetines followed three years later.
Deere believes in being a part of every step of her company’s development. Her mornings often consist of meetings with VPs and the COO, which are important for the business side of her brand. In the afternoons she likes to spend more time being creative, working along side chemists on a new product or directing visuals. Deere attributes her knowledge of her brand, her vivid picture of her customer and her positive attitude to her success as an entrepreneur.
Deere believes that make-up, along with fashion and hair styling, is one of the most quintessential ways for women to express themselves. All of Lime Crime’s products are cruelty-free and vegan certified. Customers can connect with Lime Crime through various social media avenues and Lime Crime often shares photos on Twitter of people wearing their products. Customer’s can also share across social media by using the hashtag #LIMECRIME and be featured on the website.
In the throws of the standard for make-up, Doe Deere set out to brighten the world with her vivid nail polishes, lipsticks and make-up, proving that following your passions can pay off.