Doe Deere is the creator of Lime Crime, one of the most unconventional makeup brands out there today and much beloved by Generation Z. The company is best known for their interesting line of lip products with names like “Plushies” or “Unicorn Lipstick” that unabashedly create brilliant bold and otherworldly looks that you can’t find anywhere else. As a brand, Lime Crime respects vegan culture and animal rights; all of their manufactured products are certified vegan and cruelty-free by PETA and Leaping Bunny. Recently, Doe Deere shared her success story after venturing into the cosmetics industry and how her brand started out.
Doe Deere was born in Russia and moved to the United States around the age of 17. She attended the Fashion Institute of Technology in New York, N.Y., where she majored in fashion design and illustration but decided to leave the school early to pursue her own clothing line. Deere’s new clothing line, Lime Crime took off in 2004; she would sell them mostly through her eBay storefront and made consistent sales after a year. All of her clothing were designed by herself and she would model them off on her social media pages. Doe Deere had a hard time finding the right makeup palette to compliment her clothing designs, so she experimented with mixing her own unique hues that were vibrant and bold.
By 2008, Doe Deere launched her own makeup line and her initial collection consisted of eye shadows, blush, primers, glitter and application brushes. She advertised her new products in makeup tutorial videos she posted on her blog. Through savvy advertising and word-of-mouth, her blog was quickly becoming popular and she developed a strong following. There were Lime Crime makeup giveaways and fun contests where her fans could win whimsical jewelry. Deere stresses the importance of always listening to her fans on social media and to always follow through with an appropriate response, whether it’s for feedback or criticism. By following that mindset, it has allowed her to evolve as a brand and grow. Soon, Lime Crime’s own Instagram has grown to reach 3.3 million followers and counting.
The inspiration for Lime Crime’s makeup line comes from elements of fairy tales, fantasies, Japanese anime, subcultures and mythical creatures. The brand’s own mascot is a unicorn and Doe Deere herself was dubbed the “Unicorn Queen” by her fans. Lime Crime’s array of beauty products include lipsticks, eye shadows, facial highlighters, hair dyes, press-on nails and many others. The brand’s newest product line called ‘Velvetines’ comes in both matte and metallic liquid lip finishes and it was quickly well-received by many individuals. Lime Crime is based in Los Angeles, California, its products are available to ship worldwide and can also be seen in many retail stores located across the United States and internationally. Learn more: http://www.bizjournals.com/losangeles/potmsearch/detail/submission/6417482/Doe_Deere