Category: Female Entrepreneurs

Lime Crime’s Unicorn Queen Doe Deere Talks Openly

Russian born Unicorn Queen, Doe Deere is the ever popular CEO and founder of the cosmetic company Lime Crime. Doe grew up in New York City and started out in the world of fashion design. She was a highly successful woman business owner in a time when women didn’t always make it far in business. In 2008 and the early stages of the internet, Doe took her cosmetic company online and took her place in the female owned business category of successful entrepreneurs.


Doe and her husband are now working their operations from Los Angeles, CA and she has done her best to make sure that the company is living up to the expectations of the Vegan community. Lime Crime is a company who makes the cosmetics that Vegans can wear and be proud of. You can find eye shadows, pigments that are loose and fun to wear and a pocket full of rainbow colored products that include liners, nail polishes and lip glosses as well as liquid liners.


The reason Doe Deere started the cosmetic business was because she was designing clothes and she wanted makeup to enhance what she was doing. She wanted brighter and bolder colors. Doe tried to find these makeup colors on the market but, all the colors available were bland an boring. As a result, Doe had to create the colors that she wanted to mix and match with her clothes and as a result, Lime Crime was born. Creating an imaginative and cruelty-free makeup that was brand able and easy to distribute took some time and talent, but, Doe knew it would be well worth it.


Doe started the whole Lime Crime company with a large dream and a show string pocket book. Doe had around a hundred dollars that she could spare to start her cosmetic launch. She used her experience in the world of fashion and business and created the company from the ground up. Once Doe got into makeup development, she never looked back. Her passion for makeup and artful color shined so bright that people started to notice. Doe knew at that time in her life that she had found her passion and created a great way to make income.


She started to blog and listen to the feedback that people gave her. She adjusted her product line to accommodate requests and she started selling more and more product. Soon Doe knew for sure that she was on to the right business model. She wanted to make sure that everything Lime Crime created catered to Vegans too and that idea still holds true today because the whole line of cosmetics is Vegan friendly. Doe still wanted the line to be fun and hold up to everyday wear. She looked hard and long to find the correct partners on the laboratory end of things. It helped to create the perfect conditions and uphold that Vegan commitment. Doe often talks to university students and future business leaders and encourages them to listen to their heart and create their dream life. Doe tells everyone that the heart always knows and she’s right, because thats how Lime Crime was born.


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Doe Deere, LimeCrime’s Unicorn Queen

The Unicorn Queen


Every entrepreneur aims to be unique and to have products that stand out and meet customers needs. Doe Deere accomplished this with flying colors, quite literally. Doe Deere is the founder and CEO of LimeCrime, a cosmetics brand that features bold, vivid, fantasy-like colors. LimeCrime is definitely unique and has been consistently growing in popularity.



Doe’s Inspiration for Lime Crime


Doe Deere’s inspiration for LimeCrime stemmed out of necessity. Doe had launched a clothing line in 2004 by the same name, LimeCrime, and wanted her models to wear bold, vivid makeup to model the clothing. She couldn’t find exactly what she wanted on the market, so she began creating her own. This lead to the creation of LimeCrime Cosmetics. She drew color inspiration from fairy tales and decided to let a unicorn be the mascot of LimeCrime.



LimeCrime’s Success


LimeCrime started out humbly as most new businesses do, with an online presence in 2008. Doe marketed her product through video tutorials and since then business has been booming on an international level. LimeCrime is available online and can also be found in retail stores in the United States, Canada, Russia, the Middle East, Mexico, the UK, Australia, New Zealand, Thailand, Indonesia, Poland, and China.



Vegan and Cruelty-Free Products


Doe Deere is an animal lover (as indicated by the company’s mascot) and her vision was to create a vegan and cruelty-free brand. This means that the products are not tested on animals and there are no animal by-products in the cosmetics such as lanolin, beeswax, carmine, etc. LimeCrime is certified by both PETA (People for the Ethical Treatment of Animals) and Leaping Bunny.



Doe Deere, the Philanthropist


There is no doubt that Doe Deere has a colorful and loving heart. As soon as LimeCrime started being successful, Doe Deere wanted to share that success with her favorite charities. As an animal lover, an animal shelter is definitely a charity that she was eager to support. LimeCrime supports Bideawee Animal Shelter located in New York City, NY. Founded in 1909, this shelter is a no-kill shelter. They support the adoption of cats and dogs. Another charity that LimeCrime supports is Girls Inc. This charity was founded in 1864 to help uplift young women after the civil war. Their mission is to “create a safe gathering place for girls to learn and to share in a sisterhood and a strong premise that each girl can develop her own capacities, self- confidence, and grow up healthy, educated, and independent” (



LimeCrime has it all–a competitive advantage, a beautiful and intelligent CEO, a loyal fan base, and a giving spirit. There is no doubt that LimeCrime is an amazing company, dedicated to helping their unicorns (this is what LimeCrime calls its customers) express their unique, bold style. With fun, top-quality products, a competitive advantage, and a CEO with a heart of gold, this company will continue to grow exponentially in the future.


Follow Doe Deere on Instagram.