Doe Deere, the founder and CEO of Lime Crime Cosmetics, was born in Russia and grew up in New York City. Deere’s mission is to go beyond the norm with cosmetics and to use it to express individuality. She feels that beauty shouldn’t be natural or what is trending. That beauty should be what feels right with the individual at that given time.
The outcome resulted in the birth of her company, Lime Crime. Lime Crime is a line of cosmetics that offers richly, intense colors. None of the cosmetics are tested on animals. Her cosmetic line covers lipsticks, nail polishes, and eye shadows.
Lime Crime Cosmetics started out small and then blossomed. She spoke at PHAMExpo and Vegas Nays Stardust Tour. She encourages the new, female talent to contact her for advice.
The Birth of Lime Crime
Lime Crime was officially born in 2008. Deere created an eBay account, Lime Crime, in 2004. She modeled everything, wanting her total look to be what brands her name. But because vividly, bright colors were hard to find, the inspiration to launch her own company became a reality and Lime Crime came to light.
Her typical day can be chaotic. Every day starts off with a quick, impromptu meeting with her Creative Director. Then another meeting takes place with the vice president and president. All these meetings keeps everyone on the same page. The second part of her day consist of working on visuals or in the lab creating new products beside her chemist.
The Birth of her Ideas
Every idea that comes to life comes from inspiration. It could take weeks to months before an idea is born, but when it comes, she acts quickly. Deere tries every new product on herself first before it goes into production. She wants to experience it fully herself so that she and the products remain true to Lime Crime.
Doe Deere had worked several different administrative jobs in her early twenties. Deere felt she didn’t belong and wanted to remain true to herself and make an impact while doing so. She knows her brand and knows what it stands for. That gives her the clear knowledge in knowing how to approach her customer base with confidence.
Her only regret is that she didn’t start earlier. She toyed with the idea for years before she took the first step. Deere also wishes she had launched the customer service department sooner than she did. But with the team she has today, she remains happy with how they keep the customers satisfied.
Advice Given to Newcomers
Go with your gut instinct. Sometimes information that you have before you isn’t enough. Let your intuition guide decisions. Deere doesn’t go into any business venture without a great feeling leading her to it. Now, it’s second nature for her to lead all future business deals that way.
Follow Deere on LinkedIn