Meet Doe Deere-Founder and CEO of Lime Crime Cosmetics

Doe Deere, known for her love of all things fantasy, is the creator of the beauty brand, Lime Crime. Born in Russia and raised in New York, Doe attended the Fashion Institute of Technology in New York City, where she majored in fashion design and illustration. She left the institute early so that she could focus more on designing her own clothing line.

In 2004, Doe Deere started selling her Lime Crime Clothing on Ebay. During this time she struggled to find makeup that would compliment her clothing designs, so she decided to create her own. Unsure about the success of her line, Doe began to take her makeup ideas more seriously. Trying to grow her blog, Doe started creating makeup tutorials and hosting contests to attract more customers. She noticed that makeup was becoming more of a hit with customers than the clothing; from there the brand began gaining popularity.

Lime Crime Cosmetics launched in 2008 as a certified vegan and cruelty-free brand of makeup; initially starting with a collection of eye shadow, blush, primer and brushes. The Lime Crime brand, whose name is inspired by nursery rhymes, combines Doe’s love for fairy tales and makeup. Doe is all about the fantasy subculture. While daring to use a whimsical unicorn as the brand’s mascot, she insists on creating a brand that goes where no one else is willing to go. From bold eye shadow palettes, to semi-permanent vegan hair color, daring liquid lipsticks and even press on nails, Doe’s vision for her brand aligns with her belief that makeup should elicit feelings of happiness and self-expression, while representing a good cause. Even down to choosing the right laboratory to work with, Doe makes certain that everything and everyone aligns with the overall brand mission.

With a solid Instagram following of over 3 million followers, Doe has developed an appreciation for what we’ve come to know as Generation Z. The whole idea of online culture and the first fully-digital generation, is a trend that’s she’s happy to be a part of. Being one of the first cosmetic brands to have a strong focus on e-commerce, Doe is no stranger to people thinking that she’d never be able to sell makeup online, especially lipstick. She believed otherwise and took her innovation a step farther by offering on-lip lip swatches, which are now used throughout the industry.

Doe, being the pioneer that she is, doesn’t shy away from feedback; she welcomes it. Her passion for things aside from makeup is evident in her support of various animal charities, as well as, different programs for women and children. Some of her most satisfying moments are linked to the causes that she supports such as: HOLA for Kids in LA, Sanctuary for Families and the Bideawee Animal Shelter, to name a few. Staying true to her love of of self-expression, Doe insists on listening in order to learn and being willing to offer what no one else will.


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