Doe Deere is not a typical beauty business magnate. Her hair is blue (or purple or red, depending on the day) and her makeup and demeanor are dramatic. This is not the kind of person who shrinks into the background, but a fierce and lively force of nature.
Deere was born in Russia and came to New York at age 17. While in the big apple, she joined a band, went to fashion school – and created a web-based beauty empire. Lime Crime is the child of Deere’s frustrated struggle to find makeup in the vibrant colors she craves and her steely commitment to unapologetic self-expression.
In 2008, she launched her own line of colorful, cruelty-free cosmetics and Lime Crime was born. Lime Crime derives from Deere’s favorite color combined with a passion to develop lipsticks, eye shadows, and nail polishes so vivid that wearing them is almost a crime.
Doe started small, developing her own products and achieving success while doing things her own way. She is an avid supporter of other women business owners and frequently accepts speaking engagements on finding your own muse and ambitions.
When asked by to Idea Mensch to give advice to budding entrepreneurs, Deere was quick to pinpoint an underdeveloped market. “Can somebody please start a line that makes well-designed, cute, colorful footwear for ultra-feminine girls like me? I would buy everything!”
The colorful mogul credits confidence as key to getting a clear picture of your market and in making sound decisions. “Trust your gut! There will always be situations where information alone is not enough – use your gut to guide you…Ruling with an iron fist is too old-school and I don’t believe it inspires respect in a leader. I strive to uplift and drive people to succeed through positive reinforcement.”
Deere is proud that her products are certified by animal rights groups. She seems to honor her convictions on many levels. Not only are all Lime Crime products cruelty-free, but Deere also donates to an animal rescue organization called Bide-A-Wee, a no-kill shelter in New York. She has three cats, two of whom she has rescued.
The biggest influence on her life, Deere says, is her husband, Mark. The couple, who now live in Los Angeles, met in New York 16 years ago when they played in a rock band together. She describes him as fiercely intelligent, insightful and wildly funny.