Like a lot of us, the “Queen of the Unicorns” Doe Deere did not necessarily know which of her passions was going to lead to her success, but by following her heart and staying true to what made her unique, she built the Lime Crime beauty company and now other women like her can express themselves with the bold colors and bright palettes that make them feel special.
Her signature look changes constantly, from silky blue hair to bright pink. Her love of color and desire to revolutionize the beauty industry took her from her starting career as a NYC musician into the founder of Lime Crime. Lime Crime’s mission is to change the way women shop for, put on, and look with their make-up. Its passionate color scheme can make any day sparkle, which is why it has grown such a cult following on social media and the web. Plus, it is certified cruelty free and vegan, so women can feel as good about wearing it as they look when it’s on.
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From her experiences as a New York City musician, Doe Deere learned firsthand the value of putting herself into the spotlight and marketing who she was as a person. She also learned to appreciate all the people who came out to her shows and bought her music. She even met her husband there. They were in a band together, and were both songwriters, and everything clicked so they married and continue to work together as a team.
Doe Deere has always had that entrepreneurial spirit. When she was thirteen, in Russia, she sold temporary tattoos to her classmates. They were new and different at the time, but she made them look cool and exciting so soon everyone wanted to have one.
Lime Crime had a similar back story. In 2008, the make-up market centered on the “natural look.” Beige and skin tone were in, and yet Doe Deere craved something new and different that would stand out from the crowd. For a long time, she assumed she was the only person who felt that way, but as she marketed Lime Crime she discovered that many women shared those same feelings. She was just the first in her generation to put a name and a brand on it.
Now, all the women who fall passionately for bright colors can express themselves on the outside how they feel on the inside.
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