Lime Crime is a vegan makeup company that showcases a line of heavily pigmented makeup products, such as lipsticks and eyeshadows. The company was launched in 2008 by a Russian native that goes by the name “Doe Deere“. Doe Deere has found a niche in the makeup industry by creating cosmetics that completely go against the norm of natural hues and colors. Doe Deere’s vision was to create cosmetics that acted as an outlet for creativity and self expression, rather than a way to cover up blemishes.
This article will provide insight on Doe’s philosophy as a business woman and an inside look on how she operates her ultra-successful makeup company.
The idea for Lime Crime came about in 2004 when Doe operated her own clothing store on Ebay with the same name. She modeled her own fashion designs but needed colorful makeup to complete the look. The intense makeup that she desired was difficult to come by, so she became inspired to create her own. Lime Crime Makeup was officially available in 2008.
Doe Deere’s company has grown so immensely, she now works with a team of creative directors, chemists and other professionals that assist her with product development. Doe states that inspiration sometimes is scarce but when it comes, she gets to work immediately. Her products must be completely authentic to the brand before they are released to the public.
Lime Crime was one of the first cosmetic companies to be solely available online. She mentions that she had been discouraged by professionals to not sell makeup online because the consumer would want to physically try it on before purchasing it. Lime Crime became one of the first cosmetic companies to display the “on lip” lipstick swatch that many companies have now copied.
Doe states that being optimistic, knowing her brand and her customers has helped her become a great entrepreneur. She recalls working dead end jobs, such as a position at an insurance company and administrative jobs throughout her younger years. However, she felt as though she could only change the world through being her authentic self which being employed by other companies did not enable her to do.
A low point for Lime Crime occurred in 2014 as a result of a security breach, in which cyber thieves stole customer’s information. Doe recalls having to go above and beyond to regain the trust of her customers to restore the dignity of Lime Crime.
Discover more about Doe Deere and Lime Crime by visiting www.doedeere.com.