Russian native turned New Yorker, Doe Deere heads the colorful makeup company Lime Crime Cosmetics. Operating on a punk DIY ethos, she seems to do more than just hide skin imperfections. This isn’t makeup for your average conservative function. Instead, beauty is a grand affair where what’s natural doesn’t quite cut it. In 2008, Doe Deer developed and promoted her own line of magical and cruelty-free makeup. Lime Crime was the result of this effort.
The collection itself warrants attention without any beautiful models. The collection is extremely pigmented and bold. The name came from the favorite color of the Lime Crime creator. However, the business wasn’t always as successful as it is today.
Doe Deere started out small scale and achieved success on her own terms. Ms. Deere is an enthusiast of all things feminist. This extends to how she runs her business. Starting from a small ebay enterprise, she wanted people to understand early on that she had unique ideas and would not be ignored. Her original idea for a makeup brand starred back in her sewing days.
These days Doe Deere stays productive by organizing her day and keeping a good team around her. She has a quick meeting with her Creative Director in the morning and then on to the President and VP. Doe Deere rarely gets a chance to sit down at her desk these days. Bringing her ideas to life is a simple process. She focuses on concepts, waiting for inspiration patiently. This can take weeks or even months, but inevitably when the muse hits, she’s off and running. Doe Deer is usually the first to try her own products, so the idea has to be good enough to pass the self-test phase.
The colors in this makeup line are futuristic, and so is Deere’s attitude. She relates in a recent article that she is most excited about a shift to e-commerce. These consumers are typically young and creative individuals looking to stand out from the crowd. Boys and girls love Lime Crime — and they will likely look for inspiration online rather than in stores. This not only makes sales a little easier for this boutique business, but also eliminates the need for Deere to get her makeup in every major retail store out there. Besides, that is not her style. Being a true creative herself, she preferred to work from a niche market right into cult status.
Along the way, she even brought her own ideas to the ecommerce world, and reports that she has further plans to innovate the way makeup is promoted and distributed. In other words, Doe Deere is a name to look out for. Lime Crime is on the rise and whose to say what other products don’t wow her fashionista fans in the coming year?