Doe Deere is a female entrepreneur who was born in Russia. When she first moved to the United States with her family, the began in New York City. Her family was extremely poor. They even spent some time living in a homeless shelter. But, due to the kindness of people and very hard work, they were able to get back on their feet. Going through this early in life made Deere a very driven businesswoman in the long run. It is clear from her successful makeup business, Lime Crime, that she gives her best effort to all of her professional endeavors.
Deere currently lives in Los Angeles with her husband and pets. Doe Deere refers to her make up brand, Lime Crime, as ‘makeup for unicorns’. She specializes in colorful, bold, brave, yet whimsical cruelty-free cosmetics. This is statement make up, with a targeted demographic of anyone who is looking to express themselves artistically, and more specifically express their personality. Deere wants women to live unapologetically and show the world their true selves.
Deere started out very small and created her success on her own terms. Because of this, she is inspired by fellow female entrepreneurs and supports them fully. She is also an admirer of women-owned businesses. Deere has even done public speaking in LA, titling her speech, “Don’t Quit Your Daydream.”
One thing that Deere prides her make up on is its ability to be true to color. This means that the make up has staying power that will not absorb quickly into the skin. She is also a true advocate of cruelty-free cosmetics, so she lives by this rule as well.
Doe Deere began Lime Crime in the true American Dream type way, with a few hundred bucks and a dream. Today, she has a following whom she refers to as her “unicorns,” even putting a unicorn sticker on the make up that sells.
Lime Crime began in 2008, beginning with the slogan “So bright it’s illegal.” The company grew rapidly and were particularly noted for their Unicorn Lipstick, due to the rare and atypical colors that were available. These lipsticks came in a brightly colored purple lipstick tube with a sparkling unicorn on it, in true Deere style.
Aside from lipstick, Lime Crime also creates eye shadows and nail colors. On their blog, they have inspiration pictures for people shopping for the products. If a shopper sees a look they like, not only will they be directed to the name of the product, but given a tutorial on how to apply the makeup as it is in the picture. She also has a “hairspiration” page, which lets onlookers get some ideas on how they can rock a bold hair color in addition to their Lime Crime makeup.