Russian-born beauty entrepreneur Doe Deere is the founder of Lime Crime cosmetics. In a 2015 interview with IdeaMensch, Deere talked about Lime Crime’s philosophy that cosmetics can empower their wearers to express themselves. Read interview here: https://ideamensch.com/doe-deere/
Deere emigrated from Russia to New York when she was 17. Initially, she wanted to be a musician. She started selling her handmade fashions on eBay in 2004, developing her eye for violently colorful styles. But Deere had a hard time finding the right cosmetics to go with her fashion stylings. In 2008, Deere launched Lime Crime’s line of vivid, imaginative cosmetics. All of her products were, and are, cruelty-free.
Self-Made Magazine has since named Doe Deere as one of its Top Inspiring Women Entrepreneurs. She made the cover of the magazine alongside such self-made women as Ariana Huffington and Suze Orman. Deere told Galore Magazine it felt “surreal” but “good” to receive the honor.
As someone who started from a small, home-based business, she makes it her mission to support other women-owned small businesses. She’s a much-sought-after speaker at conferences, where she encourages others to follow their business dreams, and she loves to mentor other women looking to found their own companies.
“Trust your gut,” Deere told IdeaMensch when asked about her advice to aspiring entrepreneurs. Asked if she would do anything differently if she had to do it all over again, Deere said she would start earlier.
Deere also stressed the importance of approaching her business colleagues with respect and love. Her business philosophy includes reminding herself that every member of the team wants to be appreciated. In her 21st-century business model, leading the company means working with chemists to help develop her products and trying each one personally before adding it to her product line.
Lime Crime’s fans are called Unicorns. Deere enjoys the fanciful label, explaining how it expresses the individuality of the patrons of her company’s brightly colored offerings. Unicorns regularly follow Deere’s latest styles on her popular Instagram account.
Extending her cruelty-free philosophy to her approach to charitable giving, Deere’s favorite cause is a no-kill animal shelter for cats and dogs. Her love of animals even runs into her personal life. Deere is a proud cat-mom of three, including two rescues.