Doe Deere launched Lime Crime in 2008 with two thoughts deciding her direction, her love of makeup and her fascination with fairy tales. She began making cruelty-free, vegan makeup and chose the unicorn as her mascot. Because purple represents creativity, Deere chose it as the brand’s primary color.
She started with a bare bones collection that consisted of eye shadows, blush, glitter, and fine brushes. Before developing her first line of makeup, Doe Deere was a student of Fashion Design and Illustration at the Fashion Institute of Technology in New York. She expressed her creativity first with clothing, which she began selling online, on EBay in 2004 and then on her own website. When she needed makeup to compliment her clothing, she began to dabble in her own line, because she had difficulty finding the colors she wanted from other makeup lines.
Deere, instinctively felt fashion design wasn’t her final destination. Upon delving into makeup, though she felt she had found her true calling. Today, Lime Crime, the name of her makeup line makes an exciting group of eye-shadow palettes, colored lip liners, nail polish, a wide variety of lip colors, glittery lip gloss, hair dyes and loose pigments. These makeup colors come in a wide range and include unique shades like Trip, Choke and Teacup. Teacup is a pale blue leaning toward periwinkle.
Doe Deere’s Lime Crime line sells very well domestically and internationally. The makeup is sold by online and in retail stores. But, it all started with Deere’s blog, which featured a makeup tutorial, showing women how to use her makeup. She developed an Instagram following that grew to three million. They were drawn by her makeup concepts, the exciting colors, and her giveaways of makeup and accessories.
Doe keeps the customers coming back because she takes advantage of the skill of listening. She is adamant about the importance of giving her customer what she wants. She takes their critique in stride and uses it as inspiration to create new products that meet the trends.
Along the way, Doe has had to make hard decisions, like choosing a new laboratory partner. She wanted to select one that employed the ideal staff, people who would share her creative vision. She needed to work hand in hand with chemists who would allow her the freedom to test an unprecedented breadth of colors.
Doe Deere caters to a specific niche of the population. She wants to continue inspiring those customers. Her success springs from giving that customer the tools she needs to look her best while expressing herself fully. It is her goal to continue creating makeup for Generation Z and possibly future generations. She will never stop pushing herself to try new things.
Doe Deere is in love with creativity. She revels in it through books like “War Paint: Madame Helena Rubinstein and Miss Elizabeth Arden: Their Lives, Their Times, Their Rivalry”by Lindy Woodhead and apps like “Facetune”, which allows the user to fine tune their image. She also loves the sound of work groupings, which is how she came up with the name of her company. She loved the way the words, “Lime Crime” rolled off her tongue.
Visit https://www.limecrime.com/pages/our-founder to learn more.