Doe Deere is the creative force behind the Lime Crime cosmetic company. She developed her business in 2008 after discovering a need for makeup that was colorful, fun and allowed wearers to express themselves in an unapologetic manner. At that time, she had found it very hard to find colors in the makeup aisle of local shops that were not neutral and made with a sole purpose of hiding imperfections. Doe began formulating her own cosmetics because she believed that makeup should be about what feels right at the moment instead of what would make the user look her best.
The business woman first started over the Internet where she would film YouTube videos of herself wearing her cosmetics. Her followers instantly loved her look and showed an interest in purchasing makeup that was bold and daring. She came up with name herself by combining her favorite color with the word “crime” because wearing shiny and metallic colors could be so distracting to others that they could be illegal in some places. Deere began formulating whimsical shades of lipsticks, eye shadows, and nail polishes to sell to the public. Her line instantly became successful and continues to attract a faithful following as well as new-comers who want to be more outrageous with their ensemble.
Deere wants to be a role model for female entrepreneurs and remains an advocate in helping women open their own businesses by discovering her passions. She has been a spokeswoman at events such as Vegas Nay’s Stardust Tour and PHAMExpo to encourage women to be their own bosses. she has mentored other female entrepreneurs who have needed advice when launching their products and services.
At Lime Crime, Doe Deere begins each workday with a meeting with her Creative Director to comes up with ideas and discuss long term and short term goals. As a CEO, Deere then meets with her President and Vice President. She has a lot of meetings scheduled but it keeps everyone in her business on the same page. Deere often answers customer service inquiries right from her smartphone.
Deere comes up with new products for Lime Crime by waiting for inspiration to come to her. She admits that it could take several weeks for her to get inspired, but once she has a great idea for a new line she gets right to work on it. To her, this is what make Lime Crime’s makeup authentic. The founder focuses strongly on the e-commerce market. She markets through social media so that she can get instant feedback and connect with her fans. However, she does have some products sold in physical retail stores such as Urban Outfitters for people who like shopping in brick and mortar stores.