Doe Deere, the self-proclaimed “Unicorn Queen”, is the creator and CEO of Lime Crime Cosmetics. She is out to prove that makeup is not just for beauty, but also for a form of expression. Starting out as a self-run online business, her company has grown drastically to be a household name with nearly 4.5 million Instagram followers.
She was born in Russia and raised in New York City. With the idea that she would become a fashion designer, she attended the Fashion Institute Of Technology. After dropping out of college, she created her eBay page, limecrime, in 2004 to sell her own clothing designs. She modeled all of the clothing herself. However, she was having difficulty finding the right shades of makeup to match the outfits. Thus, Lime Crime Cosmetics was born.
The cosmetics line, created in 2008, isn’t just your ordinary makeup line. The unicorn-inspired makeup has bright, bold colors not found in many other brands. It is also cruelty-free and vegan. But what makes the line even more unique is that it was one of the first cosmetic brands to be sold mainly online. Deere had the idea that, when correctly marketed, selling makeup online would be extremely profitable. And right she was. One of the marketing strategies used, an on-lip lipstick swatch, is now widely used by many other online companies.
Since the success of Lime Crime, Doe Deere has continued to be an entrepreneur and has stated that entrepreneurship is one of her biggest passions. Since she owns one herself- Lime Crime started out small and she gained success on her own-, she is a huge advocate for female-run businesses. She has also become a public speaker, speaking on finding yourself and following your passions. She has spoken at PHAMExpo and Vegas Nay,s Satrdust tour, to name a few. She is also a mentor for other female entrepreneurs.
Recently, Lime Crime was acquired by Tengram Capital Partners. Deere announced that she would step down as CEO of the company, but would join the board of directors and remain highly involved in the company.