Doe Deere – Founder of Lime Crime
Born in Russia but raised in New York City, Doe Deere launched her cosmetics company, Lime Crime, in 2008 with the goal to create unique makeup that is so colorful, it’s almost a crime! With her unyielding conviction to always be true to herself, she’s passionate about helping others express themselves through unique, vibrant makeup, all of which is vegan and cruelty-free.
Her company, based in LA, now has an international following, and is a pioneer of eCommerce cosmetics. But how did she get here? After working at several jobs that didn’t fit her, she decided to make an eBay account called limecrime. She sold her own DIY fashion line and modeled it all herself. Vivid makeup became her trademark and she decided to start her own brand, motivated by both inspiration and necessity–bold, striking colors were hard to come by, so she was determined to offer them herself.
Today Doe Deere holds the position of CEO, and is so hands-on, she refuses to launch any product unless she has personally tried it herself! Always ready for inspiration to hit, she works closely with her creative staff to swiftly deliver her vision into a finished product. As a testament to her commitment, she makes sure to have meetings with her key staff daily, such as Lime Crime’s president, who is also her husband. She believes in supporting and inspiring her staff with respect, instead of being a harsh leader.
Beyond all of her impressive success as an entrepreneur, Doe also mentors other aspiring entrepreneurial women. She inspires people to find their own voice and follow their passion, and has spoken at events like PHAMExpo and VEGAS Nay’s Stardust Tour. One piece of advice she stresses the most is listen to your heart.
Doe Deere also loves animals and feels strongly about treating them with love and respect. She even regularly donates to Bide-A-Wee, a no-kill animal rescue shelter, situated in New York, that rehabilitates and and finds loving homes for rescued cats and dogs. She has 3 cats of her own, 2 of which are rescued.
So there’s a lot to be said about Doe Deere. But what stands out is she started a cosmetic company with the philosophy makeup doesn’t just conceal flaws, but is a form of freedom and self-expression. A company that offers unique, colorful makeup that is animal-friendly. And she always stays true to both herself and her customers.