Doe Deere – article recap

Lime Crime cosmetics was founded by a whimsical millennial that goes by the name of Doe Deere. Doe Deere came into the beauty scene back in 2004, when she modeled her Lime Crime clothing line. She would create her own makeup palette by mixing vibrant colors that she couldn’t find anywhere else in the mainstream cosmetic aisle. Doe Deere wanted unique hues of makeup that complimented her clothing line perfectly as she modeled them for her eBay store. By 2008, Deere had launched Lime Crime cosmetics and she started off selling eye shadows, glitter, blush, primers and makeup brushes with fine tips. She created a blog where she would occasionally post beauty tutorials to show her fans how to have fun with her unconventional makeup palettes.


Doe Deere’s new colorful cosmetics line fully kicked off and gained popularity in 2009. Her fan base grew and Lime Crime’s Instagram reached to three million followers over the last few years. Deere explains the marketing strategy that she often uses that keeps her brand staying fresh, “Always listen to the feedback that people give you.” She feels that individuals will share what they want for her brand online. By listening and providing an appropriate response on social media or through ad campaigns, it keeps people fully engaged and generally attracts new business. For the future of Lime Crime, she will be open to try new things and expand.


Lime Crime is based in Los Angeles, California, their products are available worldwide through their website and can also be found in most major retailers across the United States. Lime Crime’s products are made with one hundred percent vegan ingredients with zero animal byproducts. The company is certified vegan and cruelty-free by PETA and the Leaping Bunny animal rights organizations. Their popular cosmetic lip products features luscious metallic, matte and glossy liquid lipsticks. The brand is best known for their glamorous hues of icy blue, mauve, and sea foam lip colors that have hints of iridescent gleam. Lime Crime’s newest liquid lipstick called Velvetines, has a romantic color palette with a matte texture inspired by the softness of a rose petal.


Lime Crime’s makeup was inspired by all things magical, Doe Deere herself is a major fan of fantasies, fairy tales, folklore and mythical creatures. Her fans have nicknamed her the ‘Queen of Unicorns’ and the mascot for Lime Crime is indeed a unicorn. Through her brand, Deere continues to support animal charities and shelters that have a policy not to euthanize their animals. She also has donated to shelters for women, the Red Cross and organizations that promote positive female youth lifestyles. Doe Deere was born and raised in Russia, she moved to New York City at the age of 17. She attended the Fashion Institute of Technology in New York, until she left early to kick-start her career in retail fashion. Doe Deere’s venture in the cosmetics industry was a success and Lime Crime has grown to become a multi-million dollar company since its inception.

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