Category Archives: Women in Business

How Lime Crime’s Doe Deere Founded the Company

Lime Crime founder, Doe Deere, has lived many extraordinary lives prior to becoming the Queen of the Unicorns. Lime Crime’s mascot is a unicorn and that is the nickname that the fleet of dedicated fans have given her to show their appreciation. Lime Crime fans are unlike any other. They are highly dedicated to the brand beyond all measures.


There is no accident in the level of dedication from Lime Crime fans. Doe Deere built her cosmetic empire to be different than other makeup brands. While most brands simply focus on getting customers to make a purchase, Lime Crime focuses on getting customers to become brand enthusiasts. Lime Crime was started to be fully wrapped around its digital strategy. The company utilizes social media to actively engage with fans’ content. The company encourages customers to share photos of them sporting various Lime Crime looks and to take said photos with a specific hashtag. Not only does Lime Crime’s team actively re-engage with those fans, but the company often reposts various photos on its own social media presence, including its Instagram page which has over three million people following the cosmetic brand. Additionally, the team at Lime Crime smartly dedicated a panel of the company’s awesome and high-traffic website to sport the various looks of fans who have approved the shared content to be posted.


Prior to founding Lime Crime, Doe Deere, came from Russia to the United States to live in New York City. She spent a brief time in a band (where she met her husband) before going to school to become a fashion designer. It was during her time in fashion school that Doe Deere began thinking about her true future. She felt consistently like something was missing and did some soul searching to figure out exactly what it was. She had smartly and aptly designed her own dresses, tops and skirts since she was young. However, she also was very passionate about the design of rich cosmetics.


At the time, she had already reserved the URL for Lime Crime, but it was a site designed to sell her pieces of clothing. She felt that her path was makeup and she quickly switched Lime Crime to become a brand that centralized around cosmetics. In a recent article, she told the story about how Lime Crime went from a baby to an adult, worldwide company. In the beginning, she utilized the power of eBay (which was incredibly popular at the time) to host a store where she sold her makeup. She then upped the game of the website to become a full-scale shopping site. This move was huge for Lime Crime. Within a year she started having customers buy her products and soon had to have additional employees to keep up with the demand. Learn more:


She also shared her most recent business challenge. She talked about how she needed to choose a laboratory that shared her vision and passion for ensuring the makeup did not hurt animals. She eventually found one, but the process was quite daunting to her.