Doe Deere, the founder and CEO of a line known as Lime Crime Cosmetics, was born in Russia and raised in New York City. Doe Deere started this cruelty-free and colorful line in 2008. Deere wants to show others that makeup doesn’t just cover your imperfections but that makeup also is a way to self-express; beauty is whatever makes you feel your best. Deere came up with the name for this line of cosmetics because her dream was to come up with different eye shadows, lipsticks, and nail polishes that are so bold and bright, it may even be illegal to wear them. Deere is a huge people person and is a very big supporter of other women who have their own businesses. Being able to know what is important to you and following your dreams is of major importance to her.
Deere came up with the idea for Lime Crime 4 years before the line was actually started, back in 2004. Lime Crime was actually the original name for her fashion line on eBay. She was her own model and she used her makeup as an important factor in her whole look for the pictures. While making her own clothes she found that colors that are exceptionally bright are kind of hard to find, so she came up with the idea to start her own makeup brand using those bright colors. Deere’s is very patient when it comes to being inspired, and she has no issue waiting months for a new inspiration! Deere knows her brand backwards and forwards and makes sure that she tests each product before they hit the shelves. She also makes sure that she understands her customers, so she is able to make the best decisions for them.
No matter how smooth things are going, there are always going to be times where you make mistakes and you learn from them, though. Back in 2014, Lime Crime went through a security breach. The website was hacked into and some customer’s information was stolen by cyber-thieves. It took everything that they could to gain back the customer’s trust and educate their customers. Although it was a very unfortunate and awful event, Deere and her team learned a lot and came out even stronger than ever!