For nine years, entrepreneur Doe Deere has been on top of the cosmetics world. When she launched her brand Lime Crime in 2008, she set out to encourage a new generation of beauty consumers to dive into fearless self-expression by painting their faces in bright colors and glitter. Her Instagram account has millions of followers who obsess over her unique approach to style and her business continues to outsell its competitors. However, Deere has had to overcome her fair share of obstacles to get to where she is today.
Deere was born in Russia and moved to New York City as a young girl. Since she was a child, she was always attracted to bright colors, glitter and unconventional styles. Launching a cosmetics brand was her solution to a struggle to find makeup that was as bright and bold as her own personal aesthetic.
That’s why Deere launched Lime Crime. Deere wanted to create a makeup brand that was about fearless self-expression instead of hiding one’s flaws. One of her first products, the Unicorn Lipsticks line, is super pigmented and comes in neon pastels. At the time, it was an unconventional style. Today, it’s everywhere.
When Lime Crime was launched, the brand existed exclusively online. No one could buy Deere’s products in physical stores. Friends warned her that nobody would want to buy makeup products off of the internet that they couldn’t try on or see in person first. Deere’s solution was to take close-up pictures of real models wearing each shade of her products. Today, hundreds of cosmetics brands have copied this concept.
From the very beginning, Lime Crime has attracted the attention of millennials who use makeup to express their colorful personalities. Fans of the brand identify with Deere’s need for creative visual self-expression. They love experimenting with bold colors and different shiny and glittery finishes. However, Deere has had her share of struggles along the road to success.
When Lime Crime’s website was hacked a few years back, Deere had to work tirelessly to implement new security strategies to ensure that it wouldn’t happen again. Plus, she had to spend a full year earning back the loyalty of her customer base whose personal information had been stolen.
Today, Lime Crime runs more smoothly than ever. When asked about the secret behind her company’s success, Deere credits her gut instincts. She refuses to make a decision that isn’t completely true to her unique creative vision.
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