The Fairy Tale Story of Doe Deere and Lime Crime

I recently came across an interesting article on (which is an amazing website for anyone looking to be inspired). It was a Question and Answer style article with the founder of ultra-chic beauty brand, Lime Crime. The founder is Doe Deere, who is as unique as the makeup she creates. She can frequently be seen with her signature ever-changing hair color. Her hair is typically a bright shade of blue, orange, pink or purple. As a side note, she has now made these brightly shades that she is known for available on the Lime Crime website and they are completely vegan and never tested on animals.


The article discussed everything from the history of Lime Crime to her advice for others wishing to start their own business. She talked about how she first got involved in the business of making her own makeup. She started simply because she was unable to find the bright shades she wanted in the level of quality that she desired. She soon learned that there was a large group of women throughout the world looking for those same shades. It was a period of time where nude of very light makeup was popular. Doe Deere has always used her makeup to stand out and to express herself. To her, makeup is more of an art form and she wanted her business to have that same feel.


She definitely succeeded. Everything about Lime Crime feels mystical and magical. She somehow managed to bring amazing quality to her products while keeping a very fun and almost child-like style. For example, Lime Crime recently released a glorious line of eyeshadows that are styled in brightly-colored plastic shell cases that are designed to look nearly identical to the ‘90s craze toy, the Polly Pocket. This isn’t out of the ordinary for Lime Crime and Doe Deere. The company likes to keep creativity in whatever it does and isn’t afraid to stand out in a crowd. In fact, the mascot for Lime Crime is a unicorn due to the fact that Doe Deere has always believed that makeup can make anyone stand out in a crowd of the ordinary – similar to plain horses – and feel like a gorgeous and magical unicorn. Fans gave her the adorable nickname of Queen of the Unicorn.


When she started making makeup products for herself, she realized that it was her life calling. She has always believed in following your life calling and blocking out fears that may keep you from achieving your goals. She started simply selling her products on an eBay store and the sales volume quickly grew to the level that she started an e-commerce website to sell Lime Crime makeup. She did short video tutorials the showcased her tips and tricks to build a following. Today, Lime Crime does millions of dollars in sales each year and has become what is known as a boutique line of makeup. The people who use Lime Crime typically come back again and again, as well as refer friends and acquaintances.


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Fearless Self-Expression and Doe Deere

Doe Deree is the founder of LimeCrime, a popular vegan and cruelty-free make-up company. There is no question as to why Doe is known as “The Queen of Unicorns” for LimeCrimes make-up is known for its beautiful array of bright and elegant colors. So how did this queen come to be?

A recent interview showed that Doe did not just simply stumble upon becoming a quickly emerging name in the world of make-up, but her story of coming to be is unconventional. Doe came to New York from Russia when she was seventeen where her first achieved ambition was that of becoming a musician. Doe describes her time in Russia as being her most formative years as it was where she first discovered her entrepreneurial spirit by rocking temporary tattoos and selling them to her classmates at the age of thirteen. Doe was always one to be fearless in her self-expression which led to the birth of LimeCrime.

Doe had always been drawn to bright and vivid colors, but back in 2008 the make-up industry had yet to embrace such a thing, many still remaining with products with more natural tones. Doe then began to make her own where others quickly began to gravitate towards the bold and fearless colors and LimeCrime instantly began to make a profit.

Fearless self-expression is no stranger to Doe, aside from leading the way in bold and colorful make-up she also has a background in fashion from her time studying it in New York, further proving self-expression is indeed her passion. Daring self-expression is the foundation in the creation of LimeCrime. In her interview Doe expressed that any advice she would give to anyone attempting to follow their dreams is to continue expressing themselves and staying true to who they are.

This intimate look into the story of how The Queen of Unicorns and LimeCrime came to be is inspiring to those who find themselves wanting to set out and unleash their individuality on the world, no matter how bold their colors may seem. While Doe’s story is an unconventional one, it still remains to send a message that dreams are more than attainable for those who have the courage to pursue them and be themselves. Learn more: