Doe Deere is the CEO and founder of Lime Crime who loves fairy tales and makeup. She decided to combine the two things when she created her own line of makeup, whose mascot is a unicorn. Doe originally started her career by designing an online clothing line. While modeling for her clothing line, she got the idea to create her own makeup line.
Deere’s makeup is bold-colored, magically inspiring, as well as cruelty-free and vegan. You can purchase her makeup online and in many stores in the U.S. and internationally. Her makeup line currently includes eyeshadow palettes, loose pigments, liquid liners, nail polish, lip gloss and her “criminally-coveted” lipsticks. According to Deere, the branding for Lime Crime is purple, because it represents creativity.
Within her first year of selling clothing online, 2004, Deere was already seeing steady sales. She added her line of makeup in 2008, and by 2009, it started really taking off.
Doe got her first customers by starting a blog that focused mainly on makeup tutorials to help show off the makeup in fun ways. She also held contests and giveaways on the blog, both of which really helped gain exposure for the brand. These things built a very solid fan base through the blog and Lime Crime now has over 3 million followers on Instagram!
Doe focuses Lime Crime on the idea that beauty should make you feel happy. This really seems to be working well for her. She also has a niche that no other beauty company offers, by interjecting fantasy into her makeup.
When brainstorming a name for her makeup line, Deere thought about how words rhyme in fairy tales “just because”. She says she just started playing with different words and liked how Lime Crime sounded. Voila, she had found the name for her brand.
Lime Crime’s mission is to revolutionize makeup in all aspects, from the way you shop for it to the way it makes you feel. Doe keeps revolutionizing her business by listening to her employees, customers, and even people who don’t like her. She says you can always learn something if you are willing to open your ears and mind. Along with staying open, she keeps a positive disposition. Both things clearly work well to keep Lime Crime in the public eye and its makeup selling like hot cakes.
You can find Doe Deere’s magical makeup here. We can all learn from Doe’s positivity in business by adopting her favorite quote: “Always be yourself, unless you can be a unicorn – then always be a unicorn!”
Read http://inspirery.com/doe-deere/ to learn more.