In 2008 Lime Crime Cosmetics was released to the public with the founder and CEO, Doe Deere, inspiring the world with a whole new outlook on makeup.
Doe Deere was originally born in Russia but raised in New York City. Lime Crime Cosmetics didn’t start as a childhood dream or even as an adult dream. In 2004, Doe Deere launched her Ebay DIY fashion line “Lime Crime”. Yet she quickly found that it was difficult to find vibrant makeup to match with her zesty outfits. This was the start of what would eventually would become Lime Crime Cosmetics.
Doe Deere will be the first to admit that her cosmetic line isn’t about having a flawless and natural looking face, rather her cosmetics are bold and fun. Her desire is for her makeup line to bring freedom of expression to each individual person. She is personally involved in the company and spends a good part of her day in meets to make sure that the team is on the same page. She also spends part of her day in the lab, alongside the chemists, developing new cosmetics. In fact, it is Deere who is the first to test out new products as she says that she must “live it and feel it before anything goes to production”. Her product is unique because she, as the CEO, is so personally connected to every cosmetic that is sold.
In addition to being a fun, bold, and daring cosmetic line, Lime Crime is 100% cruelty free. None of Lime Crime cosmetics are tested on animals and it is also 100% vegan, meaning that no animal products are used in the cosmetics. In addition to being an advocate for animals, Doe is a huge supporter of businesses owned by women. She seeks to inspire women entrepreneurs and gives advice to women entrepreneurs on social media.
Doe’s company is unique because it is mainly web based. This was a risky move for Doe and many felt that her business would never be prosperous because women wouldn’t buy cosmetics they couldn’t see in person. Doe quickly remedied this problem by using actual lip swatches rather than paper swatches. The buyer could now get an idea of how the lipstick would look for themselves by seeing how it looked at other women.
In short, Doe Deere has created a cosmetic line that empowers women to be who they are while having fun, as well as encouraging women to step into the business world with confidence. Her company strives to be uplifting in every area and to make sure that the buyers, employees, and animals are respected. Doe Deere’s life gives credibility to her business and inspiration to the world.
Follow Doe Deere on LinkedIn