Known as the “Queen of the Unicorns” Doe Deere is the founder and CEO of Lime Crime Makeup. With humble beginnings in 2007 as a way to have the bright colors she wanted, Lime Crime offers intensely pigmented, vegan cosmetics that now have an international following. Lime Crime is so influential that some of their practices have now become industry standard.
Though she currently resides in Los Angeles, Doe Deere moved from Russia to New York City at the age of 17 with hopes of becoming a musician. Succeeding in this, Doe learned some lessons that would stay with her to this day. Doe considers New York to be just as formative as her adolescence in Russia, living there from 1998 until 2012. Doe met her husband in the band she was a part of in New York. In addition to her musical background, Doe attended FIT in New York, majoring in fashion design.
As early as 13 Doe showed her entrepreneurial spirit by selling temporary tattoos to her classmates. She even demonstrated her trend-setting abilities– wearing the tattoos herself and showing her classmates that it was okay to express yourself in that way.
Doe’s advice for young women who want to achieve their ambitions? Follow your heart. She states she believes that everyone has a unique quality, and when they tap into that quality, they begin to blossom. Doe believes in positive reinforcement rather than the idea of “ruling with an iron fist”. As a child, Doe says she felt alone and different, but learned as she grew up that she was not alone and that others felt the same as she did, and out of that, Lime Crime was born.
Doe always loved bright, unusual colors, but found they were hard to find. Since she was unable to find those colors anywhere with the makeup market in 2008 gravitating toward natural colors such as beige, she started to produce them herself. To this day, Doe insists that she try on each new product herself first.
For Doe, make-up is a means to be herself and beauty is what feels good. She insists that make-up, fashion, and hair go hand-in-hand to allow women to express who they are.
Follow Doe Deere on Twitter @doedeere.