Today, Lime Crime is a multi-million dollar cosmetics brand known for putting out attention-getting products like neon lipsticks and eyeshadows with intense levels of sparkle. Doe Deere, CEO and founder of Lime Crime, has definitely found her true calling. Deere always gravitated toward bright and funky colors. Unafraid of expressing herself to the fullest, her makeup brand has allowed young women to have fun playing around with cosmetics.
Deere launched the brand in 2008 as a response to the natural, neutral look that was taking over the cosmetics industry. Deere wanted to find products that matched her personal aesthetic of bright and bold shades. When she realized that the look she craved simply wasn’t in fashion, she created her own brand. To her surprise, Lime Crime took off quickly thanks to its uniquely whimsical take on beauty.
Deere’s first big hit was the Unicorn Lipsticks line. Placed in a hot pink metallic tube with unicorn imagery, the Unicorn Lipsticks have an incredibly creamy consistency and come in intensely bright pastel shades. The line continues to sell out regularly and the products are coveted by beauty enthusiasts.
Other successes soon followed. The Velvetines line, for example, is a series of liquid lipsticks that dry into a matte finish. Inspired by rose petals, the Velvetines lipsticks come in deep purple and red shades and give lips a velvet-like texture. Shortly after Lime Crime launched the line, other brands copied the “liquid-to-matte” formula.
Deere has always been somewhat of an entrepreneur. When she was in school, she sold temporary tattoos to her classmates. Before she opened her small business, no one in her school cared about temporary tattoos. However, by fashioning them herself, she convinced her classmates that they were cool.
Deere developed her entrepreneurial skills while studying fashion design at the Fashion Institute of Technology in New York City. Around the same time, she was learning about marketing by promoting her band on the competitive streets of New York. She eventually married her band mate who now helps run Lime Crime.
Deere’s fearless take on makeup has awakened the aesthetic imagination of a generation of beauty consumers. Deere will never release a product that doesn’t reflect her own personal aesthetic. As a result, every product available on the Lime Crime website is unique and encourages serious visual experimentation.
Currently, Lime Crime is releasing a brand new series of pastel hair dyes. Like all Lime Crime products, the dreamy shades simply cannot be found anywhere else.
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