Doe Deere, 36, was born in Russia but moved to New York City when she was 17. She is a founder and CEO of the globally known makeup brand Lime Crime, Inc.
Deere developed her first business while she was still living in Russia. She sold temporary tattoos to her classmates. The young entrepreneur says she feels like she grew up in the USA, despite her Eastern – European background.
Deere gained first business and marketing experiences while working on her music career while she was singing in a band. Deere claims her experience in fashion helped her express her unique rainbow – colored style, which she later transferred to make up.
It was the unique color pallet of her makeup that helped her company stand out. In 2008, when she founded Lime Crime, leading makeup brands were still focusing on natural shades. Deere’s fascination with bright, bold pastels inspired her to create a unique makeup line that stood out. Not long after its founding, Lime Crime became a worldwide known brand. It attracted makeup enthusiasts eager to express unique personalities.
Deere believes in using fashion and makeup to express one’s personality and creativity. Her personal style is unicorn-inspired. Rainbow colors, feminine shapes and sparkly crystals blend the childlike imagination with elegance. The look was unique among neutral/natural influences in fashion and makeup. Hundreds of thousands of loyal fans followed the trend. Within a couple of years, Lime Crime became a synonym for uniqueness, originality, creativity and boldness.
Created in 2008, Lime Crime is unique for more than its mystic color palette. It is also a cruelty-free brand, also labeled as vegan. This means that Lime Crime’s products don’t contain any ingredients that were either derived or tested on animals. The brand also stands out for the quality and pigmentation of its products.
Deere claims to have felt frustrated with sheerness in shades of other brands. She felt determined to produce a line that will be rich in color and pigmentation. The fact that the brand is vegan/ cruelty-free makes it’s this even more important. The majority of cruelty-free brands fail to achieve the qualities Deere was looking for.
Lime Crime was also one of the first makeup brands to sell only online, which was a bold move for Deere. As she states, she was advised against selling makeup online. She decided to follow her own instinct and act against all advice based on her personal observation. Before the majority of makeup brands, she spotted the desire in customers to have makeup and cosmetics available online.
Asides from fashion and beauty, Deere is passionate in supporting other women entrepreneurs. She currently advises and shares views on business via social media. She believes in following one’s own dreams and discovering a unique skill every individual possesses. Deere also claims to have relied on her instincts when it came to making business decisions. As she often had to make important choices without enough information to go on, she learned to rely on instincts which haven’t let her down so far.