She’s now an L.A. girl, but before that, Lime Crime CEO and founder Doe Deere was a little one living in her native Russia. The creative soul always enjoyed playing with bright colors and applying makeup and using her wild imagination.
Then, Doe Deere moved to New York City and began to dream large, she tells IdeaMensch in a fascinating interview. She pursued a number of creative ideas, like sewing her own fashions and singing in a band. One day in 2008, she decided on trying to develop her own line of makeup, because even a city as huge as New York did not offer much in the way of playful, vivid cosmetics.
She named her makeup brand Lime Crime, and it was a smart move, because it’s a heck of a “Google-able” name. Doe Deere had launched a beauty company that filled a new niche known as “modern makeup.” Her color palettes are so crazy beautiful and radical. Let’s be honest; squash-colored, raven-colored or cement-colored lipstick? There was nothing else quite like it in the universe. Lime Crime was challenging the old-fashioned, boring cosmetics status quo and winning.
Doe Deere has become a female entrepreneur symbol of success, and she enjoys advising young women and men who wish to succeed in the same manner. Doe Deere has found that e-commerce is the way to build a major brand, along with understanding the value and potential of social media.
Lime Crime’s Instagram page keeps growing like mad, now up to 2.7 million followers. Makeup-obsessed fans love to communicate with Doe Deere, send her their favorite Lime Crime adorned selfies and gather inspiration.
Lime Crime makeup is not only about creating a unique you but one with self-empowerment. Doe Deere believes that her wild, sexy-looking makeup allows its wearer to make a beauty statement and to define what is beautiful in their own way. There is no longer a necessity to stick to boring beige palettes, whose only bold hues feature fuchsia or red.
Doe Deere is totally hands-on when it comes to her independent cosmetics brand. If a new product she’s testing falls, then she tosses it out. She really wears her brand and collaborates closely with a creative director and lab chemist.
Lime Crime has gone mainstream and is now popular at red carpet events. Women want choices, and Lime Crime lets you go wild with color.
Follow Doe Deere on Twitter for updates.