Doe Deere is the founder and CEO of Lime Crime Cosmetics. She is Russian born but raised in New York where she decided to bring her cosmetic vision to life. Her mission is not to conceal and perfect individuals, but to give them a way of self-expression. It’s a way to show how you feel rather than cover up or fit in. Lime Crime does just that with its bold, cruelty-free, and intensely colored cosmetic lines.
Doe knows what it is like to start small and make a name for yourself. Thus, she is an avid supporter of small women-owned businesses and is often found speaking at events to encourage entrepreneurship amongst women. Deere lives by passion and tells others that it should be what drives you. Another tip she gives is that you should really know your customer. It is important to really get to know the industry you want to be a part of and to walk a mile in the shoes of your target audience.
Take some risks and put yourself out there. It is the only way to know if what you are selling will work and if it is received positively. Doe found her passion for giving others a way of self-expression through vivid colors. She feels that color makes people happy, more noticeable, and confident. Lime Crime is a testament to that. She found a manufacturer that was willing to take a risk with her not-so-traditional concept and within a week of distribution, was sold out.
After a 10-year success story with Lime Crime, Deere and her husband decided to sell in order to put more focus on another business venture called Poppy. Deere’s concept and beliefs continue to resonate with every business she is involved in. According to her, the best thing she receives from her entrepreneurship are the letters from people who use her products and thank her for giving them a way to be themselves. In the end, when your mission becomes fulfilled, you truly feel successful.