Makeup should be all about having fun. For Doe Deere, that concept isn’t just a passion, it’s her business.
Doe Deere, a Russian-born, New York-raised entrepreneur is the CEO and Founder of Lime Crime Cosmetics. Lime Crime started as an eBay DIY fashion line in 2004; Deere launched Lime Crime Cosmetics in 2008.
The LA-based makeup line is now a Pinterest, Instagram, and Tumblr cult favorite. Any search for “Lime Crime” on Tumblr brings up selfies of women rocking Lime Crime makeup, especially the brand’s signature lipsticks.
With lipstick names like “Beet It,” “Cheap Thrill,” and “Trip,” Lime Crime brings to mind brands like Urban Decay, but it’s got an edge of its own.
“Today, [Lime Crime] stands for color revolution, breaking the rules, and not being afraid to color outside the lines!” Deere explains in a recent interview with Galore magazine. “It encourages us to have fun with color and not to take ourselves too seriously.”
The self-proclaimed “Queen of the Unicorns” calls her fans unicorns because “[I]t takes a very specific kind of a person to rock the shades we produce,” she says, “someone brave, someone who loves color, someone who defies expectations.” Many of her ‘unicorns’ rock Lime Crime as part of their Halloween makeup looks.
Deere has considered herself an entrepreneur since her childhood in Russia, where she popularized temporary tattoos among her classmates and sold them. During her formative years living in New York City, she was a musician in a band.
Today, Deere is highly regarded as an innovator in the beauty community, especially as a female entrepreneur whose business focuses almost exclusively on e-commerce. Lime Crime was one of the first brands to show “on-lip” pictures of its lipsticks, where the color is shown on actual lips.
She considers Kimberly Gordon, the founder of the vintage-inspired clothing brand Wildfox, to be a friend and mentor. For other ambitious young women, Deere has some advice:
“Follow your heart because I believe that every person has something special about them,” Deere says in an interview with Guest of a Guest. “[W]hen you tune into that, that’s when you really start to blossom and reach your truest potential.” Link to the interview: http://guestofaguest.com/los-angeles/interview/interview-lime-crimes-doe-deere-on-how-to-make-your-dreams-come-true