In the Guest of a Guest interview “Lime Crime’s Doe Deere On How to Make Your Dreams Come True”, Samantha Guarnieri interviews the Queen of Unicorns, Doe Deere, on her successful brand Lime Crime.
Russian-born Doe Deere moved to New York when she was 17 and currently lives in L.A. When she first moved to the U.S. she became a musician, teaching her valuable lessons on her career and marketing. She has always had an entrepreneurial spirit, creating her first business when she was 13 years old selling temporary tattoos to her classmates.
Deere’s cosmetic brand Lime Crime was born out of the realization that her passions could coincide with the strong feelings of others. Back in 2008, the makeup industry was fixated on a natural look that was full of beige colors. But Deere wanted something else. Recognizing that she wasn’t the only one who wanted bright makeup colors, Deere created Lime Crime. At first, it was a simple eBay account and she modeled all the colors herself.
Then she realized that she wanted to revolutionize the makeup industry. She wanted to create the freedom for her customers to be themselves, without fear or judgement. Makeup, hair, and fashion are all modes of expression. And by providing quality makeup that feels as good as it looks, Lime Crime caters to those who want to create unique looks for every mood.
However, Lime Crime isn’t just an innovator of bold, cruelty-free makeup. It was also a pioneer of selling makeup online. In 2008, many experts continuously told Deere it would be impossible to sell makeup online. They kept claiming that a huge part of selling was allowing the customers to try it on at the counter. But Deere persisted and championed the “on-lip” swatch where the lip color is presented on the actual lips. Other makeup companies quickly adapted the practice and now it’s an industry standard.
It hasn’t always been easy. Lime Crime and Deere herself were the subject of internet trolls. But she learned to ignore the haters, especially when the rumors are so wildly inaccurate. She developed a policy for those with legitimate concerns through their Customer Care Department, but for the most part, Deere stays focused on the positive by spotlighting the huge number of supporters.
Deere wants to continue innovating and experimenting with her brand while maintaining the ethics her unicorn followers have come to expect, providing bright colors and sparkles for those who are different and proud of it.
Follow Doe Deere on Twitter @doedeere.