Doe Deere and Her Company: Lime Crime

Doe Deere is the CEO and founder of the cosmetics company Lime Crime. Born in Russia, she immigrated to the United States and has had several management jobs in the corporate world. This gave her some business experience and also let her know what she didn’t want to be doing for the rest of her life. She had a huge entrepreneurial spirit which led her to start her own cosmetic brand called Lime Crime in 2008.


Doe chose the name Lime Crime  since Lime was her favorite color of makeup and because she wanted her makeup to be so vibrant and original that it might be considered a crime to wear it. She doesn’t apologize for not following the average trends of the masses in wanting makeup to look natural. She wanted to develop a line to suit her own bold and unconventional style that would attract customers with a similar mindset.


One cause that is dear to Doe’s heart is respecting animals. That is why all of her makeup is cruelty-free with no animal testing. She also makes regular donations to a New York City no-kill shelter on a regular basis. Another cause she is actively involved in is teaching the principles of entrepreneurship to budding females who want to start their own businesses. She gives out free advice on her Instagram page and encourages girls everywhere to pursue their passion and work hard. She wants every girl to realize that they don’t have to fit into the mold that society has carved out for them and that they can be themselves and make money at the same time.


The main advice she has for others who want to be in business for themselves is to know your brand and be true to your gut. If you know your brand Doe believes that you will be able to be an authority in your market and attract a loyal following of customers. She also says she would never enter into any business deal that she doesn’t have a good gut feeling about. She has honed her instincts over time and can sense when a deal will be good and also when it might be bad even if it looks good on paper.


Overall, Lime Crime has consistently shown its great ability to rise to the top of the cosmetic industry over the last decade. It has also impacted the lives of young women everywhere as an example of how an extraordinary woman can create an extraordinary makeup line and succeed when others told her she couldn’t.