Doe Deere is more than a pretty face. Her make-up brush has made her a successful business woman and an artist who just recently was named one of the Top Inspiring Female Entrepreneurs by Self-Made Magazine. Ms. Deere is the founder, CEO, and owner of Lime Crime make-up. This cosmetic juggernaut born in Russia but reared in New York describes herself as a fearless unicorn who because of her childish imagination now makes a living creating color as an adult.
Deere’s colorful dream was launched in 2008. Her vision of bold colors was launched primarily because she was unable to buy make-up colors bright enough to match the unique colors of her clothes. Beauty according to Deere is not just what looks good or natural, it’s what feels right at the moment. Her product because it’s built around this principle not only beautifies the wearer, but it also liberates and emboldens her. For the creator of Lime Crime, cosmetics do more than hide blemishes and imperfections, they are “a form of freedom and self-expression.”
Lime Crime is not a product that should be worn by those who are timid. The intensely pigmented vibrant line of colors are for those who were born different, who are aware of and embrace that difference, and who are proud of it. The brand name invokes the spirit of the unicorn and images of her favorite color-green. The rhyme of the name is an extra bonus to a legacy that has brought about a color revolution. Simple rule of looking good have been replaced by the attractiveness of fun.
Deere’s biggest success in the business to date is a new type of lipstick. It is a liquid to matte formula that stays on through the most intense kiss; it’s transfer proof, and it doesn’t crumble. The Velvetines as they are called are also vegan which means they contain no animal derived by-products.
Lime Crime is an internet business. Being that kind of business has had advantages and challenges for the innovative CEO. The immediate feedback about her product is a clear advantage. It keeps Deere on point about her customer base’s needs,their likes and dislikes. The challenge is that social media can easily be infected with rumors that quickly spread slander and misinformation. She’s learned to ignore haters and just work harder at creating and sharing her ideas, dreams, and colors.
Doe Deere lives in a colorful world that keeps on getting brighter.