Lime Crime, a company created and founded by Doe Deere, has a mission to revolutionize the makeup industry. This not only includes what makeup looks like but also how it makes the customer feel and the process they go through in which to purchase makeup. This company is an online company and has set a trend on the internet by being the first digitally-native beauty brand. This has led this company to gain a large group of followers, whom Doe Deere refers to as her “unicorns”.
Founder, CEO and owner, Doe Deere has always considered herself to be a rebel at heart. She constantly changes her style and is proud to show her more eccentric side through her makeup and wardrobe. Her unique view of beauty and her undying love for color have inspired millions of fans around the world. Her personal values towards kindness to animals is one of the things that is the center of her brand.
Doe launched her company in 2008, after a brief stint in the music industry. While she could only find various shades of beige while looking for makeup, she thought her brand would bring something new to the market. One of her first products was called Unicorn Lipsticks, which were a drastic range of lip colors from what was currently being sold in stores, with a eccentric unicorn packaging. Deere also delved into the market of liquid lipstick, with her addition of Velvetines in 2012.
Doe currently oversees all product development. She is a well respected entrepreneur in the beauty industry for continuing along with her dream, despite others having doubts of her vision. For this reason, she encourages other young entrepreneurs to follow their dreams as well.
Deere has set new standards for the performance and quality of its products. Their products are made to express a customer’s mood, and can be altered depending on how one feels.
Lime Crime cosmetics are certified Vegan & Cruelty-Free by both PETA and Leaping Bunny. This is a large part of the company’s mission, as Doe Deere insists that animals are treated fairly and have nothing to do with her products.