Doe Deere is the CEO and Founder of the colorful Lime Crime Cosmetics line. She was born in Russia and raised in New York City and is on a mission to prove that cosmetics are more than just cosmetics, but are a way to express freedom and self-expression.
Doe started with her own fashion line on ebay back in 2004 where she modeled everything herself. She developed the idea for her own makeup line when she couldn’t find the colors she wanted to wear anywhere. This is when Lime Crime was born.
Doe believes that beauty is what feels right at the moment. She developed and launched her very own line of vibrant, enchanting, and cruelty-free cosmetics in 2008, which gained an international fan following.
The Lime Crime name came from Doe’s favorite color and her dream to create vivid and bright makeup that should almost be illegal to wear!
Doe started out small and achieved success and the support of other women-owned entrepreneurships and business. She also speaks at public events such as PHAMExpo and Vegas Nay’s Stardust Tour in order to promote the importance of following your dreams and finding your own voice. She also enjoys being a mentor to female entrepreneurs through Intagram. Doe also regularly donates to Bide-A-Wee, an animal rescue organization that is a no-kill shelter in New York.
A typical day for Doe includes a briefing with her Creative Director and a meeting with her President and VP, before another meeting with her COO. These meetings help everyone stay on the same page. She then spends time at her lab to develop new products. Doe keeps up on her emails on the go from her iPhone 6+.
Picking up on the way consumers have changed their shopping habits from shopping in stores to online, Lime Crime was one of the very first cosmetic companies to pioneer the “on-lip” lipstick swatch.
Does success hasn’t been all uphill, but has had it’s fair share of challenges. She went through a security breach in 2014 and has had to restore her customers’ trust in her brand over time. She partnered with Trustwave and Norton to ensure that is would not happen again and it has made Doe and her company even stronger.
Doe wishes she had started Lime Crime sooner, but has learned many things on her way to becoming a successful entrepreneur, like the importance of following your gut, no matter what and to treat her employees with love and respect.
Doe gets support from her hubby and Lime-Crime partner, Mark, and they have been together since they met in a rock back 16 years ago.
Doe is an inspiration to women all over the world to dream big and to grow and nurture your ideas, because you never know what they’ll bloom into!