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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