Craft in the City

Doe Deere And Lime Crime Makeup: Breaking All The Beauty Rules

Most of us have big dreams and plenty of passion to go along, but learning to find a niche in the world of business is usually the major challenge for most entrepreneurial newbies. Striking the right note does not come easy. Learn more:


Russian-born businesswoman Doe Deere dabbled in a few favorite pursuits like fashion and joining a band before she founded Lime Crime. Establishing a makeup brand amongst the giant longtime leaders like Revlon and Maybelline was almost ridiculous to even attempt, but Doe Deere was fearless and had a different cosmetics idea in mind.


She spoke with PhillyPurge about her steady rise to the top in the e-commerce competitive beauty arena. Yes, the passion was certainly there for Doe Deere. In Russia, she grew up playing with makeup and enjoyed vivid cosmetics with a fantastical outlook on life. Unicorns, glitter, iridescence and other fun things became part of her world, and she applied them to Lime Crime makeup, launching the line in 2008 while living in New York City. Learn more:


Doe Deere had learned to strike in a new area of makeup, one that most companies were ignoring. Lime Crime delivered glitz, glamour and kooky-beautiful makeup palettes that most people had never worn in public before. The giant brands were all about makeup that played safe; Lime Crime became the street brand, the bad a** kind that dared you to try some on.


These days, Lime Crime has become a social media darling with fans spanning the globe. Women and men, too, enjoy putting on bold, in-your-face lipsticks and eyeshadows that sometimes dazzle, sparkle and deliver the perfect fantasy. It’s modern makeup for people who break all the beauty rules and are redefining what is pretty. Learn more:


Eyeshadow shades that resembled bruised exotic fruits or lipsticks that boast shades of green, gray, purple, gold or peacock blue all reside in a Lime Crime world. The makeup is unique, refreshing and creating trends.


Doe Deere is hands-on with Lime Crime each day she heads to work. She’s in the lab with a chemist, at a board meeting, chatting with fans on social media or creating brand new makeup. She also wears her own cosmetics brand and knows what her customers are looking for.


Have a dream, plan it well, find that niche in the wall and dive in. That’s the Doe Deere way. Learn more:


The Bright Side of Doe Deere

The Russian-born Doe Deere is the CEO and founder of the New York City-based Lime Crime Cosmetics. After growing up loving and perfecting the art of cosmetics, she opened up an account on eBay in 2004. On a whim, she titled the account “limecrime.” She officially founded Lime Crime online company in 2008. She has found that this online presence is the key with the public making a shift from brick-and-mortar stores to online stores. With all of the advantages of online shopping this makes perfect sense. But it is not thought the crossover could be made with cosmetics. Read more:

Deere is a pioneer in successfully selling cosmetics online in a market where it has always been believed that customers need to come into the store and try it on for themselves first. To do this she invented the “on-lip” lipstick swatch instead of the usual which is having the lipstick on a white cut-out. But this technique alone did not bring the company smashing success. There have been many innovative techniques which they continue to churn out. One of her many talents is the uncanny ability to know what consumers want.

Since that time it has become one of the most popular cosmetics companies in the world. She has found much success in emphasizing going with the look that you feel is right for you on a given day. For her, she is usually drawn to bright colors. She spends her days various meetings with the Creative Director, President (Deere’s husband), Vice President, and COO; directing visuals; and creating new products in the lab. After a any cosmetic product is created, she tests it out on herself first. As a successful businesswoman, Deere has also become committed to supporting and mentoring other young businesswoman.

She is a frequent speaker at special events and she often advises aspiring businesswomen via Instagram. For all aspiring businesspeople, she highly recommends Donald Trump’s Think Big & Kick Ass. She claims that this one book completely revolutionized the way she looked at business. She also recommends The Brand Gap and Zag, both of which she says were gamechangers for her. All of this may make it seem that the cosmetics industry has always been her profession. Although cosmetics has been her primary passion for most of Deere’s life, cosmetics was not her first profession.

Prior to this role Deere worked at an insurance company and various administrative jobs for most of her 20s. In the early 90s, She was also in a rock band where she met her husband. Actually making her true passion her career so late in life is one of her biggest regrets. Her instincts told her to start sooner and she wishes she had listened to it. Because of this she has made listening to her instincts a primary factor in moving forward. And Deere and her loyal team are very confident that the future will remain bright for Lime Crime.

Check out Doe Deere at PhamExpo

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