Doe Deere, Founder of the famously colorful line of cosmetics Lime Crime, has made a career out of the use of color; eyes, lips, nails, and clothing with bold splashes of color, sometimes bedazzled with glitter, sometimes buffed in metallic, but never lacking in originality. In a recent Galore magazine interview, Ms. Deere spoke of her love of color at an early age, bedecking herself in her mother’s make-up and experimenting with colorful wardrobe combinations. Later in life she saw no reason why adults should hinder that same expressive innocence from childhood and she began a style trend that breaks most fashion rules but has a huge social media following – her ‘unicorns’ and has put the brand at the forefront of not only the cosmetics world, but it also a leader in ecommerce marketing.
Doe Deere revealed the rather ambiguous method she used to name her now famous company, picking the monomer ‘limecrime’ by simply following the trend back in 2004 of selecting a name that was quirky and available for domain registration; that was before the internet became a major strategy in business branding. Yet it worked, and now Lime Crime has an enormous social media following where like-minded unicorns share their own quirky and colorful color combos, all while living a healthy and vibrant lifestyle. When asked about those women that may have influenced her unique stylings, she mentions the always fabulously coifed and cosmetically adorned Dita von Teese; but she also speaks of other women, everyday fashionistas, who are pushing the envelope on Instagram and forging new paths of individuality through make-up and fashion stylings.
True to her renown as a marketing genius, you can find Lime Crime products, such as the incredibly smooth and creamy lipsticks through other up and coming lifestyle outlets such as Urban Outfitters or the rebellious and praiseworthy site for all things grunge, DollsKill. Doe Deere has hit a home run with her product line – from awesome products that stay true to her original vision, to vegan approved cruelty-free testing, to social media stardom and digital retail prominence, Lime Crime is an American success story built on imagination and good business sense.