Sometimes, a multitude of factors and circumstances combine into the perfect set-up for creation. This is precisely what happened with Doe Deere, also known as the Queen of Unicorns, who at a very young age is the founder and main creative force behind Lime Crime, the most exciting brand of alternative make-up today. It specializes in bold, uniquely colorful products that set themselves completely apart from all the mainstream commercial brands by going in a completely different direction. Highly innovative, and creating trends from day one, Lime Crime speaks to younger people with radical ideas, high hopes and colorful dreams.
Born with a high-octane drive, Doe Deere has always had an entrepreneurial spirit. Back in Russia, at only 13 years of age, she began her first small business selling temporary tattoos to other teenagers. These kind of tattoos were a novelty at the time, which meant she had to hype them up by wearing them herself, unknowingly creating her first marketing campaign. Since then, Doe has greatly expanded her life-experience and business expertise. With the dream of becoming a musician, she moved to New York City, where she started a band with the man who would become her husband and collaborator. Having that experience allowed her to grow as a business woman, learn a lot about marketing and understand what makes fashion trends so powerful.
During her years in NYC, Doe also attended FIT, majoring in fashion design and refining her already strong understanding of fashion. It wasn’t long before she decided to apply her diverse set of skills to the creation of something new and exciting. This passionate undertaking resulted in Lime Crime, which started modestly in 2009 with the launch of the already classic Unicorn Lipsticks. Introducing for the first time a line of radical new colors, the company took the market by storm, becoming an overnight sensation among a youthful public in dire need of something different. Soon followed the first Velvetines, a sounding success that consolidated the company as one of the most important new figures in the world of make-up.
Perhaps the defining aspect of Doe Deere’s success has been her willingness to transform her unique vision in reality despite of all the difficulties, even if it often meant swimming against the tide. Always attracted to bright and unique colors, she started creating her own make-up for herself. At the time, the make-up industry was all about natural colors such as beige or pale pink, making it almost impossible for Doe to find products that would go with her bright style of clothing and hair. Soon, she realized there were plenty of girls that shared her love of color, opening the door for Lime Crime to fill that gap in the market. According to Doe herself, what ultimately pushed her over to success was the fact that she followed her heart, tuning into what makes her tic, and transforming that passion into a one-of-a-kind product. After all, make-up is all about expressing one’s true self.