Doe Deere, is the founder and CEO of Lime Crime Cosmetics and innovator in the cosmetic Industry. Doe was born in Russia and now lives in New York City. She created a beauty line that speaks out to freedom and self-expression through makeup. Her makeup not only looks beautiful, but allows you to express your mood and how you feeling at the moment, similar to how clothes can express ones current mood. Amazingly, her goal in mind was not to create a line that was what “looks best” but with her colors having much visual creative appeal, she has done just that and has started a fashion trend of individuality and uniqueness through color in the cosmetic industry and fashion.
The idea originated in 2004, when she started a DYI fashion line on ebay. Colorful makeup became her look as she wanted everything to be on brand. As unusual and bright colors were hard for her to find, her idea came in part from inspiration and part from necessity. In 2008, Doe emerged with Lime Crime Cosmetics, creating her own line of cruelty free Cosmetics. The name itself came from her favorite color and the dream came alive when she created a line of lipsticks, eye shadows and nail polishes with high pigmentation; so bright and bold they pop of vibrant colors. Her popularity in the Cosmetic Industry has led to her international fan following.
Doe, knows what it means to be true to oneself and is active in every aspect of her business. Her inspiration comes authentically and she is known to live and feel her brand by trying on every lipstick before it goes into production. By starting out small and achieving international success, Doe Deere has also been a voice for many other women. She speaks at public events mentoring aspiring female entrepreneurs and welcomes advice on her Instagram page.
Doe Deere is also up with the times and one trend that really excites her is e-commerce. She was innovative and pioneered a now industry standard, called “on-lip” lipstick swatch. She could not be persuaded by outdated thinking and in Doe Deere fashion she challenged the idea that lipstick would be a hard sell online and virtually impossible. She turned the impossible to possible and knew with proper presentation she could be very successful in selling cosmetics online. By continuing to push the envelope she is working on developing an interactive shopping experience that is second to none.
By knowing her brand and creating it out of heart and vision, Doe understands her customers and makes confident decisions about her brand. She also believes in and spreads respect and love throughout her company from employees to vendors and partners; which spills over to all aspects of her business and success. Her balance of intuition and gut decision making has made her brand a worldwide name and a true industry leader.