She is described as the Unicorn Queen of the beauty world. Doe Deere has created a brand that is revolutionizing the way we perceive fashion. According to Doe, cosmetics and makeup go beyond the means to hide imperfection, but a vehicle for self-expression and freedom. For her, beauty is defined as what feels right at a particular moment and not really what appears natural or looks best.
Although born in Russia, Doe Deere grew up in New York City. Doe’s initial ambition was to be a clothing designer, hence she attended the Fashion Institute of Technology in New York, where she majored in fashion design and illustration. Her experience at the institute was a positive one and she had a whole lot of fun. But she knew she was made for something big, hence she dropped out of the institute to begin her clothing line in 2004.
Growing up Doe had always loved fairy tales, so in the choice of a name for her newly conceived fashion line, she needed a name that sounded whimsical; something that could give her brand a feeling of fantasy. After playing around with a couple of names she finally concluded on Lime Crime. She loved the way it rolled off her tongue, and instantly she adopted it.
She began selling her Lime Crime clothing designs on eBay and later went ahead to create her own digital store. In less than a year she was already making steady sales. Although the clothing line was performing excellently well, and it was teaching her a lot about the flow of fashion trends and the role it plays in marketing, Doe still had reservations about if the clothing line was her final destination. She wanted something in her career but was unsure if clothing was that thing.
Then in 2008 something happened. Doe wanted to model some of her clothing for the website but couldn’t seem to find the exact bright colors that she wanted. All the available colors didn’t give her what she wanted. Hence, she decided to branch out and produce her own. Growing up, Doe had always loved two things; fairy tales and makeup. Hence, when the idea for the cosmetic brand came up, she instantly combined those two loves together to create a unique blend of cruelty-free, magical and colorful cosmetics. Her colors were to be so bright it would almost be a crime to wear them.
The original collection for the Lime Crime cosmetic brand consisted of glitter, eyeshadows, primers, fine brushes and a variety of blush. In order to encourage use, Doe promoted her product with free online tutorials on how they were to be used. With the creation of the Lime Crime cosmetic line, Doe finally knew she had found her niche, she knew she had found the gold pot at the end of her rainbow. She never for once looked back since she started. Everyone around her saw her vigor and they put in even more determination than they had with the clothing line.
In order to promote the brand, Doe organizes several online contests, a good example is “Must-Be-Pink”. This has helped her to build a tremendous online fan base of more than 3 million followers on Instagram alone. Her ability to listen to feedback from people both in the office, online or out on the street is one of her strongest marketing strategies.
Regarding what the future holds for her and the business, Doe is aimed at creating new collections of color particularly for the set of people who grow up online, those she calls Generation Z. She has promised to never stop daring herself and to never stop chasing bigger and brighter dreams.
Visit https://www.limecrime.com/about/ to learn more.