Category Archives: Women in Business

Doe Deere and Lime Crime

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 She could not be persuaded by outdated thinking and in Doe Deere fashion she challenged the idea that lipstick would be a hard sell online and virtually impossible.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.


Doe Deere the Inspiration

Doe Deere
The beauty industry has always had its rulers. Those common suspects that line every drug store shelf;that exalted world which many have tried-and failed to penetrate. Enter Doe Deere (founder of beauty brand LimeCrime),and a spanner is thrown in the works.And the age old question; could an outsider, an upstart overturn the status quo?

As is the norm today, want a quick glimpse into someone’s life, their thoughts, habits, pets, pet peeves,what they had for dinner last night e.t.c e.t.c, look no further than social media. A quick look at Doe’s Instagram page and one is struck immediately by the colors. From Doe’s own pink hair, to innumerable images of make up of all shades. You can immediately tell that she is bold and fearless when it comes to expressing herself.

Her cosmetic brand, Lime Crime proudly advertises itself as “Make up for Unicorns.” It speaks to those who may have always felt left out.Conventional cosmetic companies bombard us with images images of perfectly preened supermodels, TV and movie stars. Their airbrushed “perfection” mocking us “mere mortals” from across the screen and the pages of glossy magazines. Doe makes people everybody feel included. Freely admitting that she was pretty bad at make up until her 20s, it’s almost hard to believe how far she has come in such a short space of time. This is the type of revelation that endears her to her clientele. That sense of “If I can do it, so can you.”


Boldly advertising her brand as vegan and cruelty free makeup, it is easy to get an insight in to the type of person that Doe is. That taking a stand on moral issues is as important as the product. Named in 2009 as one of the “50 inspiring women entrepreneurs” by Self Made Magazine, it is hard to fathom her meteoric rise in such a short space of time. It is assumed that in the age of the internet, that it is easy to build a brand based on followers and likes. The truth is that standing out from the crowd gets harder as more people put themselves out there. The age of social media, makes it harder to rise above the noise, but Doe has managed to do that.

Doe Deere in her launching of LimeCrime, has managed to make the outsider feel like an insider, the outcast feel like they belong, those discontent with the status quo, to stand out. Her boldness, love of color and lack of fear in speaking out have given her a proud following of unapologetic “unicorns”. In seven short years her brand LimeCrime has managed to establish itself in a field littered with the shattered dreams of many a failed entrepreneur. Unconventional, yes! But speaking to a demographic that values the moniker “Outsider”

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