Doe Deere, the entrepreneur and the founder, CEO, and owner of Lime Crime Makeup starts her day by waking up bright and early at 8:30 am checking her phones’ calendar and grabbing some breakfast, but not before doing some stretches and spending time with her cats. She does her makeup while listening to her favorite music such as The Beetles. With Instagram open and checking her emails throughout the day, She is one busy woman here to make the world a little bit more colorful for us through the form of makeup.
You may have heard of her, as she was named one of the Top Inspiring Women Entrepreneurs by Self Made Magazine. The self-proclaimed Unicorn Queen who was born in Russia, raised in New York City, and who now lives in Los Angeles, had always been artistic, creative and loved experimentation and dressing in as much color as she could from a young age. Doe believes in embracing her weirdness and that makeup is a form of self-expression. She also believes that listening is one of the most important things to make a business work and that ideas are like children, you have to raise them along to success. She is inspired by Kimberley Gordon, Dita Von Teese, and other girls on Instagram, such as Elena and Stella Rose.
In 2004, Doe made an eBay account with the name “limecrime”. It was an username for her new DIY fashion line that she modeled herself. As colorful makeup became her staple, Doe founded Lime Crime in 2008 two weeks before Halloween in an attempt to find a cosmetics line that matched her own eccentric wardrobe as bright makeup colors were then hard to come by. The result of looking for makeup that matched what she had in mind came the cruelty-free brand called Lime Crime, the bold, vibrant, and intensely pigmented cosmetics which quickly gained a fan following around the world who Doe calls “Unicorns”. The name Lime Crime comes from her favorite color and the dream to create cosmetics so bright that “Wearing them should be illegal!”
The mostly internet based business puts a big emphasis on being vegan, cruelty-free, and freedom of self-expression. The brand’s goal is to revolutionize how makeup is bought and how it makes people feel. They need to fully believe in a product or it will not be done. They believe in listening to their Unicorns and giving them what they want. Doe’s perseverance and drive has quickly gotten her a cult following and success, which she defines as making other people happy and proud to wear Lime Crime.