Introducing Doe Deere, Lime Crime’s Trendsetting CEO and Founder

Introducing Doe Deere, Lime Crime’s Trendsetting CEO and Founder


For those of you unfamiliar with Doe Deere, she is currently being referred to as a “renaissance woman of colors”. She was originally born in the country of Russia, however, she spent most of her childhood and adult life in New York City, New York. Largely influenced by the Big Apple’s vibrant and fast-paced fashion industry, she was encouraged to formally study fashion design for several years. Once she completed her studies, she went straight into business for herself in 2008, setting up her very own cosmetics brand. Her cosmetics brand, named Lime Crime, was created as strictly an online based business, making Doe Deere the very first female entrepreneur to do so over the internet.


With Lime Crime taking off and becoming successful straight out of the entrepreneurial starting gate, Doe Deere packed up shop and moved to the sunshine state of California, home to one of the world’s leading fashion industries. Once established and rooted in California, Doe Deere changed her company philosophy a bit, which was spurred on by the highly appealing and modern cosmetic company principles that California has become known for. This new philosophy meant that Lime Crime would bolden its cosmetic colors even more so than they were before, as well as making sure that all of the products offered were animal cruelty-free and totally vegan. Some of these products include eyeshadow, liquid liners, lip gloss, and “criminally bright” lipstick.


As any experienced entrepreneur will tell you, success in any endeavor isn’t instant and certainly requires a springboard to successfully launch itself. Doe Deere’s springboard, dating back to the early days of Lime Crime, was surprisingly the world renowned online auction platform known as eBay. Doe Deere, prior to 2008, was getting her feet wet in the fashion world by designing and fabricating her own clothes. Once completed, she would sell them through her own listings through eBay’s widely used auctions. She initially began to get a few trickles of clothing orders, and then slowly and gradually started selling her own cosmetic products through the website as well.


After her first successful year on eBay and getting a steady and growing stream of orders, Doe Deere decided to push a little harder in promoting her cosmetics line, which seemed to be appealing to the consumers she had garnered so far. She got the great idea to start doing her own makeup tutorials on YouTube in which she would use the venue to also promote her products. The makeup tutorials became extremely successful, and at this point, the orders for her cosmetics began to just pour in. New publicity for her Lime Crime cosmetics line continued to snowball, and from there the company grew to become extremely successful.


With Lime Crime now being so successful, Doe Deere spends most of her time managing her popular and growing company. While the founder still creates and directs what products are sold throughout her product line, she is in a much more administrative position now. Learn more: