Lime Crime, Purple Unicorns and Doe Deere

Lime Crime is a fantasy inspired makeup brand that features bright and whimsical color palettes. It is vegan and cruelty-free certified by PETA and Leaping Bunny. The brand launched online in 2008 and was founded by Doe Deere, who was born in Russia and grew up in New York City. Doe Deere studied fashion design and illustration at the Fashion Institute of Technology, but dropped out after she realized she could immediately start her own fashion line. In 2004 she began selling her clothing on eBay under the account name Lime Crime. She modeled her own pieces, but had a hard time finding the correct makeup to complement them. In order to remedy this she created her own makeup line.



Doe Deere found success by breaking away from the crowd and following her own path. She was one of the first female entrepreneurs to create a brand and market it online. Deere blogged about fashion and modeled her brand on YouTube and Instagram. She created tutorials, giveaways, and contests to promote Lime Crime and gain the following she now has. Deere also credited her success to her ability to passionately listen. She believed that valuable information could be found anywhere if she was open to it, so she listened to both her supporters and her critics, adjusting her products and marketing strategies when she thought it could be beneficial.



¬†One of Deere’s goals was to create a brand for rebels and free spirits like herself. Deere believes everyone is different and should be able to express their individuality through makeup that makes them feel happy and that they are the best they can possibly be. Deere is also particularly interested in Generation Z, as they have grown up in a society that is completely digital and that has embraced differences in people more than any other past generation. Deere thinks it will be interesting to watch how Generation Z grows up and how they will change the future of online shopping.



Although Deere experienced many obstacles she believed in herself and didn’t give up. She pushed through and stayed committed to the goals she envisioned for herself. Because of her choices Lime Crime now has a lot of success. It features a variety of colorful lipsticks, eye shadows, and nail polishes. Just like its mascot, the purple unicorn, it is rare and unique, often being the first to try new things and set new trends.


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