Doe Deere is best known for her successful makeup brand named Lime Crime. Officially launched in 2008, the idea for Lime Crime originated in 2004 when Deere created the name for her DIY fashion line which she began selling on eBay. Colorful makeup became a major part of her brand but wasn’t very easy to find. The idea for Lime Crime, the makeup brand, came from her need for fun and colorful makeup and the lack of it in the makeup market at that time.
Part of what makes Lime Crime so unique is its origination on the internet. Before Lime Crime, lipstick was largely sold at makeup counters where customers could try on the product. Deere saw that she could create Lime Crime as a form of e-commerce. She was able to successfully move cosmetics to the internet despite experts telling her it would be difficult without the customers’ ability to try it on. Deere felt confident that if the product was simply presented in the right way the company would be successful in selling cosmetics online. To still give customers an accurate idea of how the product will look on, Deere introduced the “on-lip” lipstick swatch instead of just a lipstick swatch on paper. The “on-lip” swatch was a game changer and inspired other makeup companies to follow in her footsteps.
One of Deere’s biggest successes is the successful introduction of liquid-to-matte lipsticks that are top quality. These liquid lipsticks don’t crumble, and stay on for a significant amount of time. Deere would know because she personally tries all new products before they launch on her site. Wearing it herself is the only way Deere can be sure the product is authentic to both her customer and Lime Crime itself.
Deere has been named one of the Top Inspiring Female Entrepreneur by Self-Made magazine since her creation of Lime Crime. The businesswoman has created an explosive and colorful brand of cosmetics and has more to come in the upcoming years. The brand is not only fun but is completely vegan. No animals derived ingredients are in any of her products and Deere is proud to have Lime Crime certified as cruelty-free by the most stringent certifier in the cosmetics industry, Leaping Bunny. Deere also realizes her love of animals by donating regularly to an animal rescue organization named Bide-A-Wee.