When Doe Deere launched Lime Crime in 2008, her goal was to create a makeup brand that reflected her own personal aesthetic of glitter and bright pastels. Today, Lime Crime’s makeup products are coveted by beauty enthusiasts around the world.
Deere had always been attracted to bold and bright colors. As a little girl growing up in New York City, Deere used to experiment with her mother’s makeup in the mirror. In 2004, Deere launched an eBay store to sell her deconstructed fashion line. Also called “Lime Crime,” it showcased her combination of creativity and business savvy that has earned her much success.
When Deere modeled her clothes for her eBay store, she painted her face in bright metallic and glittery makeup. Soon, she was known for her makeup style as much as her fashion.
While Deere had always gravitated toward experimental makeup, she struggled to find brands that sold exactly what she wanted. Many makeup companies liked to play it safe, sticking to neutral shades and inconspicuous flat finishes. That’s why she relaunched Lime Crime as a cosmetics brand four years after creating her eBay store.
One of Deere’s first products, the Unicorn Lipstick, is a series of lipsticks that come in a variety of bright pastels. The product has a creamy finish and the colors are incredibly pigmented. In other words, this is not a lipstick for the faint of heart.
Deere, a child of the online generation, knew how to market her brand using social media and email lists. Soon, her Unicorn Lipsticks were selling out. To Deere’s surprise, other makeup brands were beginning to copy her signature style.
Deere continues to come up with unique products for the unconventional makeup consumer. Her Superfoils line, a series of eyeshadow duos that offer a highly metallic finish, frequently sell out. Her Diamond Crushers lip toppers, a series of lip glosses that give lips an intense amount of sparkle, are coveted by beauty bloggers around the world.
Today, Deere is at the top of her game. Urban Outfitters has stocked her products and her social media accounts have millions of followers. In addition to making products that millennials want to buy, she also takes the responsibility of running a company very seriously. Deere has focused much of her attention on developing a stellar customer service department and she takes pride in being a fair boss to her employees.
As for the secret to Lime Crime’s success, Deere believes that it all comes down to following her gut. Deere will never make a decision unless her instincts back it up.