Doe Deere and her company Lime Crime

Doe Deere, CEO and founder of Lime Crime Cosmetics, is one of the first female entrepreneurs to launch an online makeup company. Back in 2008, the Russian-born trendsetter from New York City launched the cruelty-free brand online, and has found massive success since. Now, Doe Deere operates from Los Angeles, California, and focuses on creating high-quality vegan cosmetics. The Lime Crime brand currently features eyeshadow palettes, liquid liners, nail polish, lip gloss, and the ever-popular liquid lipsticks. What sets the Lime Crime brand apart from others is the fantasy-themed cosmetics, all of which are currently vegan and cruelty-free.


Doe began with designing and creating her own clothes to sell online, which sparked the idea to create her own makeup to match the clothes. Doe’s original plan was to become a clothing designer, and she went to the Fashion Institute of Technology in New York City. However, she decided to drop out early and begin her own clothing line, which she started selling on eBay in 2004 under the username “limecrime”. Since she couldn’t find the right colors she wanted, it was the perfect opportunity to begin making her own makeup. In the process, Doe realized that she preferred creating makeup rather than clothing, and decided to create Lime Crime Cosmetics.


Her love for fairy tales inspired her to create a fantastic cruelty-free makeup brand, and the Lime Crime mascot is a unicorn. According to Doe, it’s meant to represent individuality, unique beauty, and kindness to animals.


When Doe made the switch to beauty, she began a blog focused on makeup tutorials and demonstrating how to use products. Also featured on the blog were online contests and giveaways. As a result of the online exposure, Doe was able to build a fan base.

The collection started out with just eye shadow, different types of blush, glitter, primers, and brushes, beginning at a price of $12. By 2009, the brand had started taking off.

The brand has had many successes since, including the popular liquid-to-matte lipstick called “Velvetines”. The lipsticks are now available in 40 matte shades, as well as some metallic shades. Another success for the company was getting certified by the cruelty-free organization Leaping Bunny.


Once the Lime Crime brand started to become successful, Doe Deere used the opportunity to start supporting charities and organizations. Lime Crime currently supports Girls Inc., HOLA for Kids in Los Angeles, Sanctuary for Families, Adopt NY, the Bideawee animal shelter, and the Red Cross.


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