Doe Deere registered a new account on eBay back in 2004 and called it “limecrime.” It was her new fashion line. Deere modeled everything herself and wanted her look to stand out, so she wanted colorful makeup to be her go-to staple. Her makeup brand was born back in her sewing days, when she found it difficult to get bright and unusual makeup colors. So she launched Lime Crime in 2008 and the rest is history.
Doe Deere defines success as having her vision resonate with her audience to the pint where they start wearing Lime Crime. It’s all about reinventing and evolving yourself and your brand while you stay true to your values. She believes that success is simply making other people happy.
Doe Deere worked in a lab with a chemist for many months in order to perfect the newest category on the market-liquid-to-matte lipstick that stays on, doesn’t crumble, and doesn’t transfer. Her Velvetines line are vegan and do not contain any animal-derived ingredients. Deere also got her entire line certified cruelty-free by Leaping Bunny, which just so happens to be the most stringent certifier in the industry.
Doe Deere was born in Russia and was raised in New York City and although Deere has had her share of roadblocks, she has been able to overcome them and she is stronger for it. Deere is now the CEO and founder of Lime Crime Cosmetics.
To Deere, beauty is what feels right at the moment rather than what is considered “natural” or “looks best.” Her days as a CEO are full and begins with a meeting with her Creative Director. They go over projects and stratagize before Deere meets with her President and VP. Then she normally has another meeting with her COO before working on directing visuals the other half of the day. Or she might spend her time in the lab working on new products with the chemist.
Inspiration sometimes takes months, but when it does, Deere is ready to act on it. She prefers to try out new products herself first before releasing them to the customer.
Deere believes treating her employees, partners, and vendors with respect and love is the way to go. She strives to uplift and drive people to succeed through positive reinforcement and not though stern dictation and ruling.