Lime Crime Founder Doe Deere: A Day In Her Fabulous Shoes

People are often curious about what sets successful entrepreneurs apart from the general population. What are their daily lives like, and how do they approach life? For Lime Crime founder and CEO Doe Deere, her morning starts with a focus and recharging. Some may find that the most surprising part of her morning is that it doesn’t involve an alarm clock. Deere follows her internal alarm clock, which wakes her up at 8:30am, after a full 9 hours of sleep. Deere said she found 9 hours to be her ideal amount of sleep per night.


Once she’s awake, Deere’s morning is peaceful with time built in for quiet contemplation. She hydrates, does some stretches, and eats a hearty breakfast while keeping the time spent time on her phone checking into the office to a minimum. She prefers to use her morning for creative processing, and puts emails off until later in the day.


The time Deere spends doing her makeup tends to be a little less quiet. She’ll put on whatever music she is currently into (which has been The Beatles lately), before washing and moisturizing her face. With her face properly cared for, she moves onto foundation. She hopes to add foundation to Lime Crime’s line up before long. Deere said that blush and lipstick are her favorite part of her makeup routine, and both tend to be pink or red. She prefers bold lip colors from Lime Crime’s Matte Velvetine collection.


Deere likes to shower at night so that her hair is dry and ready to style in the morning. She likes to wear her hair down to show off her vibrant purple locks. Lime Crime recently released a line of 13 semi-permanent hair dyes with bold colors styled after Deere’s own color preferences. Though Deere has been sporting rainbow colors for quite awhile, her line of hair dyes have been years in the making in order to meet the brand’s stringent cruelty-free, vegan ingredient standards.


By noon Deere is in the office attending meetings and checking in with her staff. Though she tries to end her work day by 6pm, when she is on a roll she stays until midnight if needed. Since her company started in 2008 she has been pushing the envelope in makeup with experimentation and fun at the forefront. Her morning focus is an important part of that creative energy. She caters her beauty products to the daring beauties who defy expectations, and she doesn’t disappoint.



Doe Deere is as Dynamic and Vibrant as her Lime Crime Cosmetics Products

Ultra-feminine, charitable, and shoe enthusiast, Doe Deere, CEO of Lime Crime Cosmetics, says that her intuition has been thoroughly tested and proven to be the best co-pilot for running her firm and stapling her brand. In an interview with IdeaMensch back in 2015, Deere opened up about her love of cats, fondness for the business savviness of President Trump, and being a unicorn in the makeup industry.


Lime Crime Cosmetics is an innovative e-commerce company that launched in 2008. The Russian-bred, New York City-raised entrepreneur, Doe Deere, like most industrialists and impresarios, took a passion she had and brought it to the “lime”- light where she has successfully marketed it to the masses. Lime Crime originated as a fancy for dynamic, pigmented makeup and is now a flourishing cosmetics brand, trusted by international fans following her Instagram in the hundreds of thousands.


If you were to ask Deere how best she recently spent $100, rather than name a pair of “well-designed, cute, colorful footwear” — which she is wildly waiting for a startup company to exclusively market — Deere would probably disclose that she frequently donates to charity. An animal rescue shelter in New York receives regular contributions from her. As the caregiver for three cats purring for their kibbles and bits at her home, it should come as no surprise that Deere’s acclaimed Lime Crime line of cosmetics consists of cruelty-free products — like eyeshadows and lipsticks, even nail polish.


Deere practically spun her business from spools of assorted color threads from back in her sewing days, which is the period she cites in her life as the conception of Lime Crime. She declares that the idea for the makeup brand emerged as “part inspiration, part necessity;” bold and daring colors were hard to find. For almost a decade, she has built an enterprise that securely glides along the “intensely… bold, and vibrant” colorful arch of a rainbow that is representative of self-expression, self-definition, and promotes giving indiscriminate love and respect to those that partner with her and are her customers.


Unicorns. That is what Deere proudly calls her fans because they represent “people who were born different…and [defy] expectations,” according to a Galore magazine interview she had with Stephanie Janetos. The “Unicorn Queen” attributes her stance as a leader in the industry to the transference of her animal altruism to her dealings with people, especially women. Deere regularly gives motivational speeches at conventions and seminars, in which she encourages other female entrepreneurs to remain ambitious in their businesses — while making the inflection of their voices heard distinctively in their field.


When the naysayers had undermined her vision — to create the ultimate e-commerce shopping experience for those who could easily get lost in makeup monomania, — she held steadfast and unmoved. Deere said, in her Galore interview, that while the “haters” spend their time in the blogosphere trying to “manufacture scandal” and remaining incredulous of her glory, she ignores them. Inspired every step of the way, Deere chooses to focus on the love from the supporters she has “who by far outnumber the naysayers.”




Doe Deere- Article Recap

She always believed in the idea that there was no such thing as a dream too big. So when Doe Deere moved to New York City from Russia, even though she was only 17, she wasn’t afraid to pursue her dream of being a musician. From 1998-2012, Doe lived in Brooklyn where she eventually found her band mates. Through her time with the band, she learned how to market and self-promote, which would later help her in marketing and the promotion of LimeCrime. When she was 13, she created her first small business where she sold temporary tattoos to her classmates and friends. Doe has always loved being original and standing out, which is why she wanted to create LimeCrime. After years of being unable to find the bright, fun colors she loved as well as makeup that was vegan and cruelty-free, she just decided to make it herself. Always following her heart and going towards what she loves made this move a no-brainer. The heart wants what it wants and Doe’s heart wanted bright makeup. When Doe launched LimeCrime, the first digitally native makeup brand, she realized that she wasn’t alone in her love for bright colors. The shared love of bright colors is what initially made LimeCrime a success; of course the quality and certified vegan and cruelty-free stamps helped as well. Fearless self-expression and freedom to be unique are what Doe hopes to inspire and share with LimeCrime. Through hard work and dedication, LimeCrime has developed a cult-like following and taken the Internet by storm. A leader in setting digital trends, Doe has developed a brand that others desperately want to imitate but fail to duplicate. For Doe and LimeCrime, it’s not just about makeup. It’s about being able to get in touch with yourself and finding the confidence to be able to express yourself in any way you feel. For anyone that has ever felt alone in the Universe, LimeCrime makeup is a reminder to those that everyone has a special place in this world.