A strong woman with a passion is a powerful thing, and in Doe Deere’s case, this passion became the starting point for her unique and wildly successful make up line. Creator and founder of the Lime Crime cosmetics brand, Deere embraced her colorful personality and decided to offer like-minded people the opportunity to do the same.
Deere’s career as a successful business owner originated in 2004 when she opened an online shop dedicated to her fashion interests. Since her look involved vivid colors that were decidedly difficult to come by at the time, Deere worked to develop her own cosmetics to complement her style. A few years after, her beauty products had become so successful that she was able to launch her very own make up line, which she dubbed Lime Crime as a nod to her former strictly digital shop.
When asked how she perceived the successfulness of her business, Deere states that she understands true success to be a combination of customer pride in her products and an unwavering dedication to her founding values. Much of Deere’s following are enticed by the fact that her products are in fact like nothing else on the market; she introduced an entire new facet in the make up industry with her liquid-to-matte lipsticks, and she helped the public focus on the importance of cruelty free products. Her entire line was verified to be completely free of animal testing by the certifier Leaping Bunny.
After a security breach that resulted in the loss of customer information a few years ago, the Lime Crime brand was shaken alongside the trust of their consumers. Deere marks this time as the hardest she’s endured in her business’s lifespan thus far. She emphasizes the idea that she takes the blame for what happened, though there was very little she or the company could have really done to prevent it. Deere describes the great lengths she and her team at Lime Crime went to to rebuild the relationship she had so long been working on with her customers, and has managed to find the slightly brighter side of the situation by deeming it a learning experience of sorts.
Despite the struggles she’s faced in her now more than 10 year career in the beauty industry, Doe Deere remains one of the most influential and hardworking women in the country. She expresses her gratitude and immense pride that she is able to now work alongside a people like Kimberley Gordon, creator of highly acclaimed Wildfox Couture and role model of Deere, while bringing her individualism and originality to the world around her.