Doe Deere, the founder and CEO of Lime Crime, is always unmistakable. Unmistakably beautiful. Unmistakably present. And unmistakably open. It’s not just about her colorful looks and alluring confidence. It’s also about her business-savvy, passion for freedom of expression through style, and her consistency in building her personal brand and business.
Lime Crime has become a powerhouse beauty brand over the years. They produce makeup, hair and clothing which are 100% vegan and animal cruelty free. The mission behind the brand is to create a safe place or shop for people with unique, eccentric or bright-colored tastes to find fashion and style that suits them without feeling misunderstood, judged or worse, shamed.
This Russian born and New York native has lived a full life. From songwriting and being a musician in a band to starting a business with her husband and then building Lime Crime into the multi-faceted brand it is now.
Doe started Lime Crime because, as a child, she had always gravitated towards bright colors and looks. Back then, this was a weird taste as the beauty industry was all about natural looks, beige lip gloss and fitting in, instead of standing out.
Doe found this to be contrary to everything that she felt within herself and as she grew into her own woman, she started to create the kind of beauty looks for herself that she had always wanted – bright lip color, over-the-top hair and unconventional clothes. As she accepted her own unique style and started to walk in her creations, she found that other women, men, boys and girls were attracted to it and started to order her creations for themselves.
Prior to building this globally-acclaimed beauty brand, however, Doe dabbled in young entrepreneurship. At age 13, she sold temporary tattoos to her classmates by using them on herself and making it look cool. Despite the fact that temporary tattoos weren’t mainstream or trendy, Doe did her thing – showing up at school everyday just being herself and this drew a crowd of her classmates to become clients and was the beginning of a money-making machine for the fearless teenager.
This same tactic of bold acceptance is the secret of all her successes – by giving herself the room to be herself and showcase herself in a way she chooses, she has been able to draw in other people from all over the world who have unique beauty tastes, personalities and dreams.
In an interview with Guest of a Guest magazine, when asked about her secrets to success, she summarized it as: “I mean honestly the best advice that I can give is to follow your heart because I believe that every person has something special about them – some kind of unique skill or quality that only they have in the world. And when you tune into that, that’s when you really start to blossom and reach your truest potential. I like to say “go where you love” and just really explore that. It’s important to be in touch with yourself and to really know yourself to provide the best value because even though growing up we feel, at least I felt, I was very different and alone in much of my thinking perhaps. But I learned later on, not at all, I was part of the universe just like everyone else and things that I felt strongly about lots of other people felt the same way and that’s how Lime Crime the makeup company was born.”
Doe Deere is a huge inspiration for me! If there’s one thing I’ve learned from writing, reading and watching her journey, it’s that we all have “permission” to be ourselves, and when we own our power, we can gain success and a huge following – like moth to a flame.
What’s your takeaway?