Doe Deere is the CEO and founder of Lime Crime cosmetics. She started her company with bold, pigmented, and unusual colors. In 2008, Lime Crime started out on eBay. The name comes from Doe Deere’s favorite color, lime green. A color so bold, it should be a crime to wear. Initially, Lime Crime was where Doe Deere sold her DIY fashion line. Having majored in fashion design at the Fashion Institute of Technology in New York, she’s had a lot of experience with fashion and the market. Deere was modeling her clothes herself, and wanted to her brand to look eccentric and colorful. This extended to both her clothes and her makeup.
From there, she started working with cosmetics. Since odd colors where so hard to find, she made her own. Deere has always enjoyed bright and flamboyant colored makeup. She believes that makeup can used as a means of self-expression, not just for beauty purposes. She supports other female entrepreneurs and women-owned businesses. Oddly enough, many mainstream cosmetic companies are owned and founded by men. Being a woman in the business, Doe views makeup as a creative way to express oneself, not just to cover up imperfections. Lime Crime is vegan and cruelty-free, meaning that they never use animal products or test their cosmetics on animals. The company has been certified by PETA and Leaping Bunny Program. Lime Crime also lists the ingredients in their lipsticks, something many other companies do not offer.
Doe Deere splits her time at the office and at the lab, where she works with a team of chemists who develop and test the products. They’ve launched various lipsticks, eyeshadows, liners, and nail polishes. Deere recalls experts telling her that an online makeup company would never work because women prefer to try the makeup on in the store. Deere disagreed, finding a way around this. She started using on-lip swatches of lipstick, a technique never done before online. Displaying a lipstick color on a model reveals the lipstick’s true color, rather than displaying it on a sheet of paper. Since then, other companies followed and it has become an industry standard.