Doe Deere is a Unicorn in the Business World

Female entrepreneurial success, Doe Deere, is an energetic morning person, lover of cats, and eccentric business woman. Doe Deer, founder of Lime Crime, is a strong advocate for skin hydration and adequate amounts of sleep. Ms. Deer states that she MUST have at least nine hours of sleep a night and that she no longer needs an alarm clock because her body automatically wakes her at 8:30 most mornings. Doe tends to have rather hectic days balancing the role of CEO which requires that she provide guidance to all departments of Lime Crime. She tries to have work balance by leaving the office around 6 but admits when she is having a very productive day she may not leave the office until after midnight. When she is not in her work environment Doe takes time for her two favorite cats, Puffly Fluffles and Chester von Battingham. These two cats are the apple of Doe’s eye and are treated like kings.

Ms. Deer expresses that her interest in bright colors originated at a very early age. Even in early childhood she was a creative and imaginative person. When she could she would wear as many bright colors as possible. She loved seeing bright colors. She admits she would utilize anything bright she could get her hands on.

Lime Crime is Doe Deer’s makeup creation. This company fashions bold and colorful makeup creations. Doe started Lime Crime in 2004 on Ebay; she selected the name “ limecrime” as her profile title because she thought it would be a name other people had not used and because bright green was her favorite color. She feels there are a few advantages of the company name. First, it is eccentric making it easy to google. Secondly, it represents the feel she wants her products to convey which is a feeling of fun. This was her first attempt to start her own unique fashion line that included many colors. Lime Crime started small with Doe modelling her own merchandise and slowly grew to the brand it is today.

Doe Deer wants Lime Crime to create exciting revolutionary products that represent the eccentricity of her Unicorns, buyers. Doe labels her audience Unicorns because she believes buyers are individuals who have embraced that they are different and unique like a unicorn.

Doe Deer is a Unicorn in the business world providing a balance of fun and professionalism to her workplace.


Follow Doe Deere on Instagram @DoeDeere.


Doe Deere of Lime Crime: Entrepeneur and Artist

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.

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