Doe Deere is the appointed unicorn queen and CEO of the Lime Crime Makeup Line. As such, she loves to break fashion rules. When it comes to her hair as one example, she plays with unique palettes and shades not seen anywhere else. Tagged with the term “Makeup for Unicorns,” her makeup line specializes in color and cruelty-free cosmetics. She wants women to break away from the norm when it comes to makeup and wants them to try at least one of her colorful products. While she loves color, she also knows too much color can take away from what she is trying to create. The same can be said about patterns.
Pictures of Deere tend to stick out. Her face is always done in bright colors as she shows off her brand. She is just not a pretty face. She is also a business woman and an artist. Self-Made Magazine named her one of the Top Inspiring Female Entrepreneurs.
Deere was born in Russia but, she grew up in New York City. As a child, Doe was a very artistic child always playing with different clothes, accessories and makeup, mixing up and matching colors and patterns. She was able to take that love and turn it into a business. She held a job at an insurance company and held a few administrative jobs in her 20s but, she was never happy. She formed her business, 2004, it is all online based which started out on EBay. The name Lime Crime just came to her. She was able to incorporate her favorite color into the name and make it rhyme which she sees as an extra bonus. Her business started out as a DIY fashion line and in 2008, she branched out and started the Lime Crime Makeup brand.
Doe Deere was one of the very first to focus on ecommerce. She was told it would never work for makeup but, she was able to present her products effectively and her business took off. Other businesses have even followed her lead and started selling their products online as well. She has had her share of bad reviews but, all of the bad is over shone by her customers who she refers to as “unicorns.” She believes it takes a specific person to be able to use the shades she produces.
Deere’s business started out very small and she achieved success on her own with some help from her husband, who is president of Lime Crime. Using her own experiences, she supports women owned businesses and entrepreneurs. She frequently speaks at events such as PHAMexpo and Vegas Nay’s Stardust Tour where she talks about finding your own voice and following your own ambitions. She also donates to Bide-A-Wee, a no kill shelter for cats and dogs in New York City.