The creative chief executive officer behind Lime Crime’s bold cosmetic line, Doe Deere is known for her stance on issues relating to animal cruelty and how her brand incorporates vegan-friendly ingredients into all of their beauty products. Deere is also known for her colorful appearance; she is dubbed “Unicorn Queen” by her many fans because of her ever-changing color scheme combinations involving her hair and gorgeous makeup. In 2008, Doe Deere launched her makeup line shortly after moving to Los Angeles, CA, from New York, NY, where she went to study fashion at the Fashion Institute of Technology. She was born in Russia and spent most of her childhood there before her move to New York City at the age of 17.
Doe Deere started out designing clothes and eventually created an online shop using eBay for her creations back in 2004. After mixing her own palette of makeup to compliment her clothing designs, Deere would model them herself and post them on her site. During that time, there weren’t a lot of makeup brands readily available that sold the bright and bold colors she needed. She continued to make her own eye makeup and lip products that led her to launch her successful makeup line. She shared that her brand as well as her own personal style are inspired by magical fairy tales. Lime Crime’s brand mascot is a whimsical purple unicorn that Deere expressed was a ‘rare beauty’ that represents individuality and compassion to all living things.
Her passion for her craft showed in her artful makeup tutorials that she would occasionally post on her blog for promoting her newfangled products. As more viewers subscribed, she used her exposure to build a strong following. Doe Deere would initiate fun contests with her fans where they each had the chance to win her newest makeup product and cute accessories. She has now amassed over 3 million followers on her Instagram and her company has reached over $2.5 million in revenue. Doe Deere expresses that beauty should make you feel happy inside and out. The inspiration one finds from their own color palette should transform the individual to become “the best possible version” of themselves. Many fans from all over the world have praised Lime Crime’s exclusive products and the company currently ships to over 185 countries worldwide.
Through Lime Crime, Deere helps many local animal shelters and charities including Girls Inc., an educational and positive self-esteem program for girls; HOLA, an after-school program for kids in the Los Angeles area; Bideawee, a no-kill animal shelter charity; Adopt NY, a disaster relief shelter for misplaced pets; the Red Cross and many others. Lime Crime is certified by both advocates of animal rights, PETA and The Leaping Bunny. Lime Crime’s makeup products are all a hundred percent vegan and never tested on animals. They recently introduced a new liquid lipstick line called “Velvetines” and it comes in metallic and matte finishes. Learn more: http://frenchtribune.com/teneur/25362-how-controversial-doe-deere-became-successful-entrepreneur