Doe Deere is the founder and Chief Financial Officer or Lime Crime Cosmetics. To her cosmetics are all about what feels right in the moment and expressing that through freedom and self-expression. Deere, born in Russia and moving New York City at age 17, developed a line of cosmetics in 2008 that featured a line-up of cosmetics that were unique, colorful, and cruelty-free. Her company has now grown to have fans throughout the world who are attracted to Lime Crime Cosmetics bright, bold, and lively lipsticks, eye shadows, and nail polishes.
Deere has said that the idea for Lime Crime came about in 2004 when she was creating a do-it-yourself makeup line. She couldn’t find brands that were colorful and bright, even such a location as New York City. This inspired her to create her own brand which she modeled herself. She has also said that sometimes inspiration for new colors and features can take up to months to come to her, but once they do she moves quickly on developing the new product. She has also focused on eCommerce instead of brick & mortar stores. She was told that women wanted to try makeup on in person and her focus on eCommerce wouldn’t work but she disagreed. In order to women to know what the makeup will look like on them, she developed an “on-lip” lipstick swatch where you show them the color on actual lips instead of a piece of paper.
One piece of advice that Doe Deere imparts is to always trust your gut. She points out there will be times where you don’t have access to all of the information you need and so you have to rely on your instincts in order to move forward. She also says to treat your employees, partners, and vendors with the love and respect that they deserve. She believes she gets more accomplished by working with people and providing positive reinforcement than taking a heavy-handed approach.
With Lime Crime Deere has revolutionized makeup in a number of ways. In addition to the magical colors that form the basis of her line of makeups, they also are made at the highest standards for quality and performance. Lime Crime Cosmetics have also been certified Cruelty Free and Vegan by both People for the Ethical Treatment of Animals and Leaping Bunny.
To learn more, visit www.doedeere.com.