Doe Deere, a successful entrepreneur, is the CEO of Lime Crime. Lime Crime is an online-based makeup retailer that focuses on the shopping experience as well as the impact the products can have on the customer and the environment. All of their products are vegan and cruelty-free by PETA and Leaping Bunny. Doe Deere even regularly donates to a no-kill shelter in New York that works to rehabilitate and find homes for abandoned animals.
The online store boasts products like blue unicorn lipstick and dragon eyeshadow to prove that cosmetics can be used as a form of freedom instead of just a concealer for imperfections. Lime Crime has revolutionized the makeup industry by being one of the first e-commerce cosmetic brands encouraging individuality among its customers.
Doe Deere was born in Russia and moved to New York City when she 17. She launched Lime Crime in 2008 contrasting the makeup industry, which was focused on using natural colors like beiges at that time. Her vibrant and unusual colors caused her to stand out and develop a following on social media. She realized a need in the market and took the opportunity to give the consumer the ability to express themselves by what they put on their face. She found that there were many young girls who were looking for colorful makeup and naturally gravitated towards her line.
Doe Deere has always used color as a way express herself, but her passion did not always lie in cosmetics. Her dream was to become a musician and she made that dream a reality when she moved to New York. Music taught her valuable business skills such as marketing and promoting, which were helpful when she decided to create Lime Crime. Her music career not only brought about a direction of self-confidence but also the man she is married to now. They worked together writing songs and learned to collaborate when they were in a band together. She ultimately got a degree in fashion design from FIT in New York and believes that fashion and makeup go hand-in-hand.
The idea of self-expression goes beyond her makeup line and into how she lives her life. She believes that everyone should be in touch with themselves in order to have the ability to foster their true potential. She uses the strategy of trusting her intuition and going with her gut to grown the business and make impactful decisions for the company. Another strategy she uses is listening. She listens to her employees, customers, and even people who don’t like her. She believes that she can learn anything if she is just willing to listen.
The company culture of Lime Crime is also an extension of the mission. She encourages her employees to try out the products before they are released to ensure that everything that they sell is worthy of their customers. She also is extremely supportive of women-owned business and entrepreneurship. She shows this support by employing women and minorities in her company. Learn more: http://guestofaguest.com/los-angeles/interview/interview-lime-crimes-doe-deere-on-how-to-make-your-dreams-come-true