For those who haven’t heard of Lime Crime, the makeup brand has been around for nearly ten years and has changed the way that millennials approach cosmetics. If you’ve noticed that makeup trends have been leaning toward bright colors, metallic finishes and lots of glitter, Lime Crime is responsible. Doe Deere’s fearless makeup brand has been encouraging young women to have fun with cosmetics and express themselves in attention-grabbing ways.
When you look at Doe Deere, you can immediately sense that her brand is a true reflection of her own personal aesthetic. With bright pastel-colored hair, sparkly lips and lots of attitude, it’s evident that she stays authentic to her own creative vision with every Lime Crime product that’s formulated.
Since she was little, Russian-born Deere has been experimenting with color and glitter. Born with a strong urge to express herself visually, she recalls playing with her mom’s makeup as a kid for hours. When Deere moved to New York City as a teenager, the fast-paced environment of the city streets fueled her creative ambition. It didn’t take too long for Deere to see herself as a rock star. She formed a band and started playing gigs in the city’s bars and clubs.
Eventually, Deere’s creative ambitions turned from musical to visual. She started designing clothes, selling them on eBay in 2004. However, her true love was always makeup. When Deere realized that makeup brands weren’t selling the bright and bold shades for which she yearned, she decided to start her own makeup line called Lime Crime.
Lime Crime launched as an e-commerce business in 2008. Interestingly, the brand was one of the first in the cosmetics industry to exist solely online. Knowing that people like to try on makeup in the mirror before purchasing, Deere invented the “makeup swatch” photo gallery, allowing customers to switch through pictures of each product’s shade on real models.
What launched Lime Crime into immediate success, however, was how highly unique the brand was from the very beginning. Deere has never once followed a trend. Instead, she creates makeup products that exist only in her imagination. Luckily for her, millions of makeup lovers share her personal aesthetic.
Lime Crime makeup products are not for the faint of heart. For instance, the Diamond Crushers lip gloss line comes in iridescent and glittery shades that are meant to turn heads. Most recently, Deere has launched a series of hair dyes that come in neon pastel shades.
It’s clear that Deere’s commitment to her own aesthetic has earned her enormous success. Now, millions of makeup consumers idolize the CEO for her fun, offbeat and fearless approach to makeup.
Visit www.doedeere.com for more details.