The founder of the innovative makeup company, Lime Crime, Doe Deere started the company from her own home in the year 2004 by doing her own diy makeup line o eBay. She officially launched her company, Lime Crime in 2008. She states that colors are her passion, and what helped her launch her brand amidst a chaotic makeup industry. Lime Crime embraces the unique colors that many makeup lines are afraid of featuring, and embraces its inner “unicorn” if that makes sense. Deere states that she loves unicorns as a model for the company, as they represent self expression and being your own person. She states that uniqueness is key for growing in a cosmetics company, as many actually follow the template and fade away trying to be like the rest. Her company, Lime Crime however steers away from this, and tries to be as unique as possible.
Lime Crime is 100% vegan and cruelty free, and she is quite proud of this. Many high end cosmetics brands and companies use animal testing and products that are not actually vegan, which in a lot of cases causes many of the customers to break out or have allergic reactions. Lime Crime received this certification of being vegan and cruelty-free through PETA and Leaping Bunny.As stated on their website, Lime Crime’s motto/mission is to “revolutionize makeup, from the way you shop for it to the way it makes you feel.” As described on their website, Lime Crime was also “one of the first digitally-native beauty brands.” Lime Crime makeup products has become what is called a “cult favorite,” meaning has products that stand out and continue to excel.
She calls her fans unicorns, as unicorns are unique, and are aware of their differences and are still proud of who they are. Deere states that it takes a confident person to be able to wear the bright shades that the company produces with its makeup and hair dye products. Deere states that her female inspiration includes the well-known Dita von Teese and her Instagram friends, Elena and Stella Rose. Deere was recently honored by being on the cover of Self-Made magazine, which she states showed her really how successful she and her cosmetics company, Lime Crime had gotten.
She states that she is grateful for social media, as it highlights what her fans are looking for in a product, and is great for feedback, which she ends up using in her products later on.
As for the company name, she said that she first used it to start her eBay store, as she states that “the internet was a different place then with silly handles.” She states now that even though sometimes she wishes that her company had a more classier so to speak kind of a name for her cosmetics brand, today she is quite grateful with this name. This is because it helps her define what kind of products can and can’t fit in with her cosmetics brand. She States that if she cannot see a product with the name Lime Crime on it, they won’t produce that.