Doe Deere, a Russian native who moved to the United States when she was only 17, is inspiring women to express themselves as colorfully as they are with her new Make-up company: Lime Crime.
Currently based in Los Angeles, Deere’s Lime Crime states it’s mission as a “Rebellion in Color”. The vibrant and varied colors of her collections are a testament to this. Launched in 2008, Lime Crime has been branded as “Makeup for Unicorns”. With colors that help express the vividness of your own personality in all its multicolored glory, it’s easy to see why.
One of the unique aspects of Lime Crime, as compared to other cosmetic brands, is its digital origins. The company began online, flourished online, and finally moved into physical stores after the brand had already acquired a significant following. Although you can now purchase Lime Crime products in stores across the globe, all of her products are still available online. It makes it too easy to snag new products like the shimmering “Diamond Dew” eyeshadow.
Doe Deere, the creator of Lime Crime, didn’t always dream of being the creator of a make-up company. When she moved to New York City at 17, she had aspirations of becoming a musician. It was through her experiences in the music scene that she learned how to market herself and to appreciate the value of supporters. Deere started marketing her own DIY fashion line on eBay under the username “limecrime”. She modeled everything herself and, due to the colorful nature of her clothing, found herself searching for more vibrantly colored makeup. She found “bright and unusual colors were hard to come by”, and thus, out of necessity, the Lime Crime makeup brand began. Deere sought to have a completely online marketplace for her products, despite industry veterans assuring her it would never work. Yet, Deere’s innovations in online makeup sales have gone on to become industry staples, like the on-lip lipstick swatch.
In a recent interview, Deere says “I think that makeup gives me, and I like to hope other women who buy Lime Crime, the freedom to be myself. The freedom to express themselves without fear of judgement.” She sees makeup as a path towards self-expression and empowerment. With a whole range of unique and bold colors, all vegan and cruelty-free, Deere makes it easy to show the world how bright you really are. Learn more: http://www.phillypurge.com/2017/06/05/finding-your-business-niche-like-doe-deere/