When it comes to revolutionizing the beauty industry, in the past decade no one has done so in a more unconventional – and wildly successful – way than Doe Deere, founder of Lime Crime cosmetics. Doe is the living embodiment of the term, “Queen of the Unicorns”, the nickname her loyal customers (whom she refers to as her “unicorns”)have bestowed upon her. She wears it proudly, just as she does the colorful, vibrant products from her cosmetics line.
Doe is the quintessential beauty chameleon: pink hair and poppy-colored lips one day, amethyst hair and tangerine-hued lips the next. Her inner beauty and confidence only intensify her outward appearance, and it is this quality, as much as her products, that she strives to share with her devoted followers.
To fully understand and appreciate the birth of Lime Crime cosmetics, one must know a bit about it’s creator. Doe Deere was born in Izhevsk, Russia, on June 15, 1981. Her penchant for both creating beauty products and marketing them actually began at the age of 13, when she began making temporary tattoos for herself and wearing them to school. Her fellow classmates went crazy over the tattoos and wanted some for themselves. Doe began making and selling them, and the future mogul was born.
When Doe was 17 her family moved from Russia to the United States. New York City was certainly a different world for young Doe, but she acclimated quickly and began the journey that would lead her to her destiny. Over the next years, Doe would become involved in the local music scene, performing in clubs and small venues in and around New York City and Manhattan. It was this experience that taught Doe the importance of gaining and holding the attention of a large group of people, of getting them to focus on her. This ability would come in handy in the future, when the time came to introduce and market her Lime Crime products.
When it came to makeup, Doe had always favored bright, eye-catching colors. Frustrated by the muted earth tones that had become all the rage in the late 90’s and carrying over into the millennium, Doe began creating her own makeup, blending colors to achieve the one-of-a-kind, not-to-be-missed look she loved. Doe’s only intention was to create these shades for her own personal use, but everywhere she went people flocked to her asking where they could find the gorgeous stand-out hues for themselves. This was especially true of young people who had begun to realize that there was a special something inside of them that they wanted to express outwardly for the world to see. Here, then, was Doe’s epiphany, her true calling. The world had seen her bold, fearless individuality and these beautiful ones had embraced it, eager to learn to express their own. The idea for Lime Crime began to form.
Doe officially launched Lime Crime in 2008. The cosmetics line was an immediate sensation. Doe’s products – all Vegan and cruelty-free – would sell out almost the moment they were introduced. Doe amassed a fiercely devoted group of customers and fans lovingly dubbed her “unicorns”, each and every one a magical, majestic, one-of-a-kind being.
Over the years since Lime Crime’s introduction, Doe has personally overseen the creation and development of all her beauty products, including an array of hair dyes that span the colors of the rainbow and then some! Doe uses the products herself, always determined to continue being her own best representative.
Today Doe resides in Los Angeles, California with her business-partner husband, a fellow band member from her New York City days. Lime Crime continues to be a top seller among online cosmetics, and Doe continues to look to her beloved Unicorns for inspiration to create new products so that they can express their inner beauty in fantastic, brilliant color. Learn more: https://www.crunchbase.com/person/doe-deere#/entity