Doe Deere, CEO and founder of whimsical cosmetics brand Lime Crime, currently has millions of Instagram followers who adore her for her uniquely outrageous style of maximum glitter and bright colors. For almost ten years, she has been working hard at building up her cosmetics company into what is now a global empire. Her iconic products sell out repeatedly and beauty bloggers covet her signature lipsticks.
Deere was born in Russia and moved to New York City as a child. Having always possessed an eye for the bright and colorful, Deere can vividly recall memories of trying on her mother’s makeup and posing in the mirror for hours. For a few years as a teenager, she ran a fashion brand on eBay where she sold her colorful deconstructed fashion creations.
Needless to say, Deere has always been a creative rebel. When she decided to launch Lime Crime back in 2008, she wasn’t looking to capitalize on current trends. Instead, she wanted to create a brand of makeup that matched her own rebellious aesthetic of in-your-face color.
Because Deere boldly decided to stick to her own unique creative vision, she instantly earned the loyalty and respect of countless beauty consumers who quickly snatched up Lime Crime products as soon as they hit the brand’s website. One of Deere’s first creations, the Unicorn Lipstick line, became an instant hit thanks to its variety of incredibly pigmented colors as well as its cute pink metallic tube adorned with unicorns.
Other Lime Crime products, like the Diamond Crushers line which gives lips a layer of intense iridescent glitter, continue to sell out regularly. Clearly, Deere’s decision to stick to her own vision has paid off. Today, other makeup brands copy Deere’s creations. However, what Lime Crime products offer in terms of quality is superior to its competitors as evidenced by product reviews and the posts of countless influential beauty bloggers.
When asked about her success, Deere credits her refusal to disobey her gut instincts. She has always stayed true to her vision and has insisted on doing things her way. Her intuition is her best asset as she tests products relentlessly to ensure superior quality and unique appeal.
By creating a world of make-believe out of her own imagination, Deere has given millions of other makeup enthusiasts permission to experiment with cosmetics in a way they never have before. Lime Crime encourages consumers to dive into a world of complete self-expression without reservation. Thanks to Deere’s influence, makeup has become more fun than ever.