How do you make your dreams come true? Follow your heart, says the Queen of the Unicorns

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.


What You Need To Know About Doe Deere and Her Company, Lime Crime

Doe Deere currently resides in Los Angeles, along with her husband who is the President of their company, Lime Crime. However, she was born in Russia and only moved to New York when she was only 17 years. At the time, she moved to New York to pursue music. It was promoting her rock band that helped her to become the expert marketer that she is today. Currently, she is the CEO of one of the most popular lipstick brands.


Her fashion background also plays a big role in the success of her business. She had the opportunity to live in one of the world’s fashion-forward cities, New York. She also attended FIT and majored in fashion design. It was then that she started sewing, her biggest inspiration to launching Lime Crime.


In 2015, we caught up with Doe Deere on an interview with Ideamensch. Deere said that though not many people know it, she actually started Lime Crime in the year 2004. Lime Crime stayed as an EBay account until the year 2008 when she finally decided to launch it as a company. As an EBay account, Deere would sell her DIY stuff that included primers, glitters and eye shadows. What set her products apart was high quality.


When Deere first launched her company, there were so many haters saying that it wouldn’t get anywhere. People tried telling her that there was no online market for her products and that she would reach her bottom line as soon as she start. But she did not give in to the pressure. She did what she had to in order to get her business standing.


In the course of her business, her clients’ account got hacked and private customers information leaked. At that point, she had difficulty winning back the trust of her customers. But not even then did she give up. She had to hire extra customer agents as well as have a FAQ page that would help improve transparency. Additionally, she had to educate her customers.


Today, Deere continues to be even stronger in her business. She starts her days with meetings to ensure that everyone shares the vision of her company and that they are on the same page. The rest of the day is used in checking on the progress of new products answering to emails.

Visit to learn more about Doe Deere.