The Colorful World of Doe Deere

Doe Deere is the leader of a color revolution in cosmetics. As the founder and CEO of Lime Crime Cosmetics, Deere pushes contemporary boundaries in color and style, encouraging self-expression, rather than self-concealment. Deere’s cosmetics inspire those who wear it, to accentuate who they are, instead of covering up their flaws.

Lime Crime began as an eBay shop in 2008. Deere, who has a life-long passion for color, wasn’t able to find the vibrant colors she was looking for, so she decided to make her own. The unique name came from Deere’s favorite lime green color. Putting it together with “crime” created a rhyming name that was easy to remember.

Deere isn’t one to create things at random. She waits “for inspiration patiently” having to “live” and “feel it,” before she’s ready to move forward. However, once committed to an idea, she acts “swiftly and decisively” overseeing the production of her products through to the end, including making certain her products retain their cruelty-free certification. Deere wants her customers, whom she affectionately refers to as “unicorns” to be as proud to wear her cosmetics as she is in creating them. Staying true to her vision and core values are the underlying foundations of her success.

Self-Made Magazine recently named Deere as one of the “Top Inspiring Female Entrepreneurs.” Deere attributes her success to “knowing my brand and what it stands for.” Deere always has her customers in mind and employs an optimistic approach to every aspect of her business. Deere starts her days in meetings in order make sure her teams are “working together and on the same page.” When it comes to her employees, Deere believes in doing away with old “iron fist” methods and instead focuses on building confidence, striving to “uplift and drive people to succeed through positive reinforcement.”

Deere finds the shift from in-store to online shopping exciting, attributing it to the “unlimited assortment” and “innovative ways to market products.” Deere was cautioned early on about the idea of selling makeup through the internet. Marketing experts expressed doubts about selling makeup online. Deere created the “on-lip” lipstick swatch in answer to the critics who insisted women would not buy cosmetics they couldn’t try on. The “on-lip” swatch has now become an industry standard.
Deere has always trusted her gut feelings, something she recommends to other entrepreneurs. It took some time for her to develop her sense of intuition, but claims “now, it’s practically second nature.”

Deere states she wishes she had started earlier, but her innovation and vision will undoubtedly keep Lime Crime at the top of the cosmetic revolution for many years to come.

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