Doe Deere’s Lime Crime Makeup: Boldly Vivid, Vegan And Cruelty-Free

Doe Deere believes that wearing makeup should be fun, allow one to define their unique sense of beauty and offer empowerment in every sense of the word.


The CEO and founder of Lime Crime cosmetics sat down with to talk beauty shop and how the Russian native was able to build a successful e-commerce makeup store within a few short years.


Doe Deere launched Lime Crime in 2008 after moving to New York City. While in the metropolis, she started off in the fashion business by debuting an online clothing company. Doe Deere has always believed that fashion, hair and makeup are the ideal triple threat for all women, and she enjoys turning up the volume with all three.


Then, she took her creative imagination and decided to establish her own makeup line. She wasn’t sure it would fly at first because Doe Deere was into brightly pigmented makeup shades with glitter, opalescence, unique texture and any makeup that broke the rules. Lime Crime became that brand; it was anything but traditional.


Doe Deere was well-versed with computers and the world of e-commerce and social media and became savvy at building a cosmetics brand online. Women (and men) were dazzled by her odd cosmetics and wanted more. Colors like gray cement, banana yellow and mermaid glitter became the new makeup addiction. Young people flocked to her brand to see what else she was introducing to her fans.


Lime Crime has a large and colorful presence on Instagram with more than 3.3 million followers. It’s a beautiful site with tons of Lime Crime models showing off their makeup palettes in various fantastical images.


Doe Deere has always loved beauty in faraway places and in fairy tales and mythology. She also loves unicorns that have become the brand’s trademark symbol. Her makeup is different from all the others. She’s been fearless when it comes to cosmetics and believes that makeup shouldn’t follow a routine, society’s longheld traditions or what everyone else is doing. That is how Lime Crime has maintained its fashion-forward appeal and modern essence.


This ain’t your mama’s makeup, Doe Deere would say, and she’s right. Lime Crime has caught on at red carpet events and is now used on popular television shows and at magazine photo shoots.


Also important is the brand’s philosophy in maintaining all makeup be vegan and cruelty-free. Lime Crime takes great pride in their love of animals and living up to high, ethical standards. The beauty label has been certified by both the Leaping Bunny and PETA organizations.


Doe Deere is a hands-on company woman and into every facet of her brand. She wears the makeup and demands a great quality product. She’s always in the lab collaborating with the chemists, so that aspect of the job is major. The lab needs to share Lime Crime’s vision.


Doe Deere and Lime Crime support organizations like the Bideawee animal shelter, Adopt NY, Red Cross, Girls Inc. and HOLA for kids in LA.


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Anthony Petrello Understands Numbers

Part of a CEOs job is to analyze numbers. The head executive of any corporation will continuously use numerical data to gauge the performance of the different departments under his or her direction. This information is the tool which provides insight into what is working and what may need to be adjusted. As such, a CEO needs to have a head for numbers. That explains why in 1991 Nabors Industries bought mathematician turned corporate attorney, Anthony Petrello, in as their COO and president. In 2011, Mr. Petrello became the company’s CEO, and in 2012 chairman of its board of directors.

Tony Petrello is a graduate of both Yale and Harvard. At Yale University, he earned his BS and MS in mathematics, before traveling to Cambridge, Massachusetts where he completed his JD at Harvard Law. With these Ivy League credentials in hand, Baker & McKenzie immediately recruited him to their prestigious law firm. Petrello proved he was not only a sharp mathematician but an able lawyer as well. After only seven years he became the managing partner of Baker & McKenzie’s New York City office in 1986. Five years later attorney-at-law Anthony Petrello resigned to accept the COO job with Nabors Industries of Houston, Texas.

Nabors Industries is a mammoth oil and gas drilling contractor. An S&P 500 listed company, Nabors employs more than 15,000 people and does business in 29 countries around the world. As chairman and CEO, Mr. Petrello implements strategic planning initiatives. His approach has been toward modernizing all aspects of the company’s operations. His actions have led to:

• Making use of technology to reduce cost
• Increasing productivity
• Enhancing worker safety

That has all translated into a stronger company today than the one Mr. Petrello took over in 2011. In 2014 he topped AP’s list of highest paid bosses in America by earning 68 million Dollars. The most considerable part of his compensation was from performance bonuses, such as stock options. Looking at the numbers, Mr. Petrello has done an outstanding job for the shareholders of Nabors Industries. However, subsequently, the executive compensation formula was adjusted by Mr. Petrello and the board of directors. Now more of the company’s profits will go to the shareholders, the real bosses.

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