Doe Deere is an unconventional business woman, but that has not quelled her success. The founder of the beauty brand Lime Crime is also known as “Queen of Unicorns”, a self given moniker. Doe Deere was born in Russia, moving to New York at the age of 17. She currently resides in Los Angeles. As a child she dreamed of becoming a musician and did so when she moved to New York.
The “Queen of Unicorns” credits her time as a musician with helping her learn the ins and outs of business. She says it taught her about such things as marketing. Doe Deere began in the business world back when she was 13 and still living in Russia, selling temporary tattoos. She sold them to her classmates, and marketed them by wearing them herself to make them popular. Today she continues the trend by wearing and modeling her own product.
Lime Crime’s business mission is “to revolutionize makeup, from the way you shop for it to the way it makes you feel”. The company is certified as Vegan and Cruelty free by PETA and Leaping Bunny. Animal welfare is an issue close to her heart, and she personally and through Lime Crime donates funds to many animal related charities.
Doe Deere’s business partner Mark was originally her bandmate, he has since been promoted to business partner and husband. He is now the President of Lime Crime. She credits him as her biggest influence on her as a human.
She advises any aspiring young woman to follow their heart. She stayed true to herself when creating the Lime Crime brand. She wanted to wear brightly colored makeup, but back in 2008 she just couldn’t find those colors she wanted. When she couldn’t find what she wanted, she started making them herself. At first she was amazed to see how many others were wanting the same things she was.
Doe Deere credits makeup with giving her the freedom to be herself, with the hope that it will make others feel the same way. She is of the belief that women use makeup to express themselves.