Doe Deere – article recap

Doe Deere is an entrepreneur, blogger and the originator of Lime Crime’s popular makeup line. She was born on June 15, 1981 in Russia and moved to the United States during her late teens. Doe Deere went to the Fashion Institute of Technology in New York City, where she majored in illustration and fashion design before cutting her enrollment short to work on her own clothing line. In 2004, her first clothing designs were sold online through her eBay store. She recalls making steady sales after a year or so and it was the first time she used Lime Crime as a brand name. As Lime Crime’s clothing started to take shape, Deere would model off her creations and mixed her own unique makeup colors to match her vibrant clothing designs.


After discovering a passion for makeup, Deere decided to try her hand in the makeup industry and launched Lime Crime cosmetics during 2008. Lime Crime’s original product line started out with a collection of eye shadows, shades of blush, glitter and fine-pointed makeup brushes. After finding the perfect laboratory that followed her core values, she produced the perfect collection of fully vegan and animal cruelty-free products. Doe Deere soon launched her brand’s most popular line of liquid lipsticks. She shares that the inspiration behind Lime Crime as a brand comes from magical fairy tales, fantasies, subcultures and mythical creatures. The brand’s mascot is a unicorn and their products have names like “Unicorn Airborne” and “Pixie.” In 2009, Lime Crime quickly became a must-have for teens and twenty-somethings and picked up fans from all over the world.


Doe Deere created makeup tutorials for her blog to help show her viewers how to use her unique colorful makeup in interesting ways with useful techniques. As she gained more followers she would initiate online contests where fans could win fantasy styled jewelry, Lime Crime makeup collections and more as part of her go-to marketing strategies. Deere also believes in fully listening to her audience’s feedback, whether it’s negative or positive and responding back in the most appropriate way. By taking her criticisms in stride, she feels it helps her brand develop and grow professionally. As a female entrepreneur, Deere takes any chance to offer practical advice and tell aspiring individuals to follow their own ambitions. She spoke about these topics during the PHAMExpo, an annual professional hair and makeup expo and the Vegas Nay’s Stardust Tour.


After the success of Lime Crime, Doe Deere used part of her revenue towards various charity organizations and zero-kill animal shelters. She supported the HOLA after school charity for girls, AdoptNY for displaced natural disaster pets, the Red Cross, Sanctuary For Families and many other registered charities that help support woman, children and animals. Lime Crime is certified cruelty-free by Leaping Bunny. The Leaping Bunny organization is known to have one of the most stringent cruelty-free requirements around. All of Lime Crime’s products and its ingredients were deemed as vegan by the PETA organization.


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