Doe Deere, founder and CEO of Lime Crime, founded her company with the purpose to prove that make up is more than about concealing imperfections. It is about the freedom to be oneself and self expression. In 2008, she started the e-commerce make up company Lime Crime, which is a colorful, magical, and cruelty free cosmetics line. Her make up creations are out of this world unique, which is what makes her fans refer to themselves as Unicorns. She is the Queen of the Unicorns.
A woman who is not one to follow the rules, she sets out to find what works for her and her fans. Deere did not set out to start her own business. Originally she moved to New York to be a musician. Her initial business was an Ebay store for a DIY fashion line but she wanted her make up to make her clothes. So she had to create these highly pigmented brightly hued looks to match her bright outfits.
Being a successful female businesswoman, her day is full and productive. From morning meetings with her managers to idea sessions with her development team, Deere finds herself working tirelessly to keep her company fresh and new. Inspiration is something Deere waits for, and it may take a while to come.
As a pioneer of e-commerce, she is super excited about the transition from brick and mortar store fronts to e commerce. Online stores have proven to have so much potential for success, and Deere has proven that. She uses social media and other aspects to further promote her luxurious brand of cosmetics. One trend she is known for is the “on-lip” lipstick swatch, where clients can see the lip color on a real person. Deere has capitalized on knowing what a real woman wants and has delivered her customers exactly what they need.
Deere is a unique beauty and talent and has made a name for herself in the fashion industry as an innovator and trailblazer.