Here’s How Doe Deere Inspires Her Fans

The beauty world is based around innovation: new trends to try are always rotating in. Being a successful entrepreneur in this business means staying ahead of the competition and consistently delivering products that customers will love.


Doe Deere, the CEO and founder of Lime Crime Cosmetics, knows this inside and out. The name of her business itself encourages innovation. Lime Crime inspires people to be bold and bright – and wear colors that are almost criminal. Her latest invention? Unicorn Hair, a line of ultra-conditioning hair dyes in a damage-free formula. The colors have quirky names like Juicy or Sea Witch.


Lime Crime is known for its grungy, rock-chic aesthetic, a nod to Doe Deere’s roots in the New York City music scene. She was inspired to start Lime Crime after designing and creating her own clothes. When she didn’t find the right kind of makeup to complement these outfits, she decided to start making it herself. Lime Crime was launched in 2008, and Doe Deere has never looked back.


One of the things that really sets Lime Crime apart is its online focus. While the label is offered in some retail locations, Lime Crime is primarily web-based. Doe Deere tells Inspirey that she initially promoted her products through online makeup tutorials. The brand now stays in close contact with its fans through social media channels like Facebook and Instagram. Lime Crime is especially popular with Generation Z, who have grown up entirely online.


Lime Crime fans are affectionately known as “unicorns” because of how they break makeup rules and are daringly different, exactly like a unicorn. Doe Deere encourages Unicorn Hair lovers to mix and match the colors to create their own perfect shade. She also recently launched Pocket Candy, a line of eye shadow palettes inspired by children’s toys from the 1990s.


Where does Doe Deere get her inspiration? She tells Inspirey that she has always been in love with fairy tales and makeup. It’s that sense of wonder that led her to create the Velvetines line of liquid matte lipsticks – a product that, several years after its launch, is still coveted by beauty gurus.


To stay fresh, Doe Deere starts her mornings with some light stretches, a glass of fresh-squeezed orange juice. She also tries to avoid checking her phone first thing in the morning, so that she can allow whatever thoughts or ideas come up to develop naturally. She usually arrives at the office around noon. She will often stay late with her team of makeup lovers, perfecting each product until it fits exactly with her vision of playful, magical makeup.


Doe Deere is also committed to giving back. She has given talks at events like the PHAMExpo about what it’s like to be a female entrepreneur. Lime Crime also supports numerous charities like the Red Cross and Girls Inc.


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