Doe Deere has always loved color. Bold striking swatches of color. As a child in Russia she let her imagination run wild and consistently wore brightly colored clothes and matching makeup. She was also an entrepreneur at any early age and even started a “temporary tattoo” business and sold them to her schoolmates.
At 17 Deere moved to New York. At that point her artistic/business aspirations were more related to music and fashion design. Deere sang and played in a band. One of her fellow bandmates later became her husband. Together they worked on marketing the band which was a learning experience which enabled them to easily work together on Lime Crime where Doe’s husband is the president. Doe’s love of bright colors also brought her to the Fashion Institute of Technology (FIT) where she majored in fashion design. In interviews Doe has hinted that Lime Crime may be headed towards developing a fashion line.
Deere began Lime Crime in 2008. The name is a combination of her favorite color and her belief that not having bright makeup colors widely available is indeed a crime. Not having a complete color palette was her motivation to act. Lime Crime now offers bold and quirky colors representing all colors of the rainbow.
In retrospect, Deere believes that she was successful because she followed her heart. She strongly believes that everyone has unique stories, unique ideas and we all need to follow them. Deere believes that makeup is a form of expression and she just follows what she feels in her heart is right and hopes her customers will also enjoy her products and use them as a means of self- expression.
Deere is not only a creative soul, she is also a savvy businesswoman. One of the most innovative aspects of her business is that initially the products were offered solely via the internet. This meant that her customers couldn’t try out different products before they purchased something. It turned out that in the heyday of the worldwide web, consumers were perfectly content to shop online.
Deere follows her heart not only by creating boldly colored products but also ensuring that they are vegan and cruelty free. She also donates 20% of sales to the charity Girls Inc. The charity mentors girls to go to college and go out in the world and follow their dreams just like Deere.
Read https://ideamensch.com/doe-deere/ for more information.