Maybe you’ve heard of her? Doe Deere is the Unicorn Queen, the founder and CEO of Lime Crime Makeup – an unabashedly vibrant and unique makeup line. Like her cosmetics, Deere has never been afraid of standing out. She started her career studying fashion design in New York City, then created and sold her own clothing designs online. Her plans took an interesting twist when she tried to use makeup to complement her outfits for her website, but realized that the specific bright colors she needed didn’t exist. Instead of settling for the next best option, though, Deere decided to create the beautiful, bold colors of makeup she needed herself. As a lover of fairy tales and makeup, she wanted to combine them in a unique way. She decided to start a company that would be focused on one thing: beauty should make you happy!
Lime Crime was born in 2008 and gained immense popularity as viewers discovered Deere’s online makeup tutorials that showcased how to use her products. The name “Lime Crime” initially came about because the way it rhymed, similar to the rhymes in fairy tales, sounded whimsical and gave the brand a feeling of fantasy. Over the years, however, the name has come to stand for, in Deere’s words, “color revolution, breaking the rules, and not being afraid to color outside the lines!” Deere chose a unicorn to be the company’s mascot, because it represents individuality, rare beauty, and compassion to all animals – traits that are all very important to her.
There are several aspects of the cult favorite Lime Crime brand that set it apart from its competitors. For one, Lime Crime’s makeup (which ranges from lipsticks to eyeshadow palettes to semi-permanent hair dye, and everything in between) is certified cruelty free and vegan by PETA and Leaping Bunny. Also, the company cemented itself as a leader in the social and digital space when it became one of the first cosmetic brands to really focus on e-commerce. Lime Crime spearheaded the use of e-commerce tools, such as the on-lip lipstick swatch, that is now considered a staple in the industry. It is important to the company to create the best shopping experience possible, and they do their best to achieve this goal. The aspect of Lime Crime that probably shakes things up the most, though, is the imaginative way that the company focuses on how its products make you feel. They believe that the colors of makeup that you own can and should bring out the best version of yourself.
Doe Deere was named one of Self-Made magazine’s Top Inspiring Female Entrepreneurs, and enjoys encouraging and mentoring other women who aspire to become entrepreneurs. She has made it a point for her company to give back to a number of charities, as well. She and her team personally test all of their products before putting them on the shelves, and this devotion to others is another reason why her company is so successful. Learn more: http://norcal.news/news/23849-doe-deere-helping-cats-need-through-makeup