Lime Crime and the Story of Doe Deere

The “Unicorn Queen,” or Doe Deere as she is known by her company Lime Crime Makeup, has become a global trendsetter. As the CEO of the company she was the one that made Lime Crime all about the bright colors that her fans love. Here is her story of how that came to be.


She is originally from Russia and then moved to New York as a young child. She grew up there and went into fashion design as a young adult. Her makeup company launched in 2008. She moved to Los Angeles after it took off. Part of that move was strategic. She began going global and needed the help of a company that was located in Los Angeles.


She originally created the makeup company to find a solution to her own fashion dilemma. She felt that there were no bright pigments that reflected the fashion design that she wanted to show the world. So she set out to create one instead. She started the company with her own clothing line online. The makeup was just an accompaniment to the clothes at first. She also loved a theme that was sorely lacking online at the time. There were things for kids, but not for adults.


She also wanted a line that reflected her own personal beliefs for being humane and cruelty-free in that make-up’s creation. So that was what she created. It was a huge success too. While there were nay-sayers, like any company must experience, it was a smashing hit online. It only took her about one year to reach that status.


Her first release had primarily eyeshadows in it. There were also primers, glitters and blushes. One of the most attractive features of her first release was the prices. They were really affordable. They came with online tutorials on how to create the cool looks that she was so fond of. Then the clothing line was underperforming. The make-up was selling like crazy. That was the real beginning of Lime Crime.


She reached the pentacle of success by listening to her customers and processing the information that they were sharing. She also did give-a-ways and held contests to keep it fun. Her blog had tutorials on how to use her products. The viewers loved it every step of the way. Each release, year after year brought her enormous success. Learn more:


She began supporting several groups in the area after that. The fans loved her even more for it. Her supporters followed her releases each year as each line was sold to the public. Many of her products sold out before they were available. When your makeup is selling in pre-orders, you know you have made it.

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