Doe Deere is the Chief Executive Officer and Co-Founder of Lime Crime Cosmetics, a makeup line that encourages individualism in its customers. Lime Crime began as a DIY clothing brand that was launched on eBay in 2004. The business name was inspired by Deere’s preferred cosmetic shade, at the time. Doe Deere says she was in the cosmetics aisle at the store, and she could not find anything unique enough for her taste. Shortly after this, Lime Crime Cosmetics was launched, providing makeup enthusiasts with alternative shade selections not available in stores. The business quickly developed into a beauty line, with the addition of striking eye makeup, lipsticks, hair dyes, and nail polishes. Lime Crime’s highly pigmented products are bold, bright, and intense, but they are also vegan and cruelty-free.
Doe Deere wanted her line to deviate from the mainstream cosmetic lines which promote natural looks and perfection. She wanted a series of products that promoted inner beauty rather than society’s perception of attractiveness. Deere may be the face of her company, but she is also its biggest fan. She has been seen publicly, dawning a variety of hair colors, eye shadows, and lipsticks, ranging from soft violet to electric blue.
Doe Deere has much pride in herself and her company. She came to the US from Russia when she was 17 years old when her family was forced to relocate. Deere had nothing established to her name. She had spent her childhood idealizing American culture, and she wanted to experience America for herself. The first city she stopped in was New York City, with sheer determination alone, she created a life for herself. Deere got her start in the music and entertainment industry. In the early 2000s, she and a few other artists formed a rock band called Sky Salt, promoting most of their music on the social networking site Myspace. Her participation as the lead singer of the band generated a substantial fan following, which Deere carried over with her when she pursued her business and solo career in 2008. Now in her late 30s, Deere acts a spokesperson for women-led businesses and encourages entrepreneurship.