Beauty bloggers, makeup aficionados and lovers of all things rainbow-hued are familiar with Lime Crime and its line of cruelty-free vegan products that are known for bold colors and glitter galore. Even more of them are familiar with Doe Deere, dubbed the “Unicorn Queen“, who is Lime Crime’s founder and creative genius.
Doe Deere was born in Russia and immigrated to the United States, ultimately being raised in New York City. After high school Deere studied fashion design at the Fashion Institute of Technology and created her own line of clothing, and Lime Crime made it’s first appearance as an eBay clothing store. Deere enjoyed modeling the clothing she designed, but was troubled when she couldn’t find makeup to match her boldly colored outfits. She began making custom shades of makeup, ultimately switching career paths and launching her beauty based company in 2008. After creating batches of products Deere transformed her online fashion store into a mecca of glitter and gold.
Deere promoted the product line herself through eBay and makeup tutorials on social media, quickly gaining a dedicated stream of followers and shoppers. She demonstrated product use, reviewed color swatches, created custom makeup looks and gave away free makeup in a bold effort to spread the word about Lime Crime. Online contests and giveaways with makeup and accessories as rewards increased Lime Crime’s online exposure. Her hard work eventually paid off, and Lime Crime changed from a small, one person makeup startup into a major beauty trend that every unicorn, rainbow and fairy tale lover wanted to take part in.
Doe Deere wanted her company’s brand to stand for something. The purple displayed through the brand represents creativity, a trait Deere encourages in all things beauty and makeup. The company’s mascot, a unicorn, is meant to represent their dedication to compassion and kindness to all animals of all species while encouraging individuality in beauty and makeup. Deere wants users to embrace their own unique beauty and have fun with their makeup, rather than trying to adhere to a cookie-cutter standard of what beauty should look like. Lime Crime is well known for its certified and animal friendly products that contain no animal byproducts or harmful ingredients, and that are certified Vegan & Cruelty-Free by PETA and Leaping Bunny. The company also declines to participate in the debated and sometimes cruel testing of their beauty and hair color products on animals.
She was recently named one of the Top Inspiring Female Entrepreneurs by Self-Made Magazine, and says she plans on continuing to grace the beauty community with her bold and beloved products with their funny and often rhyming names. She attributes her success to listening to what her customers are saying online, taking criticism in stride and ensuring that all of the players and professionals involved in her business shared her dream’s vision and goals. Doe Deere has since relocated to Los Angeles, California, where she continues to run her Lime Crime empire.
Visit https://limecrime.com to learn more.