Doe Deere, or the Unicorn Queen, has a fascinating sense of style. On any given day, you’ll see an Instagram photo of her in a hot pink coat, bright blue eyeshadow, and a cascade of neon red hair. But she is to be taken seriously. She is the founder of the wildly successful Lime Crime, a makeup company that sells bright hues of vegan and cruelty-free makeup. Her makeup is selling well, she has over half a million followers on Instagram, and Self-Made magazine listed her as one of the top Inspiring Female Entrepreneurs.
Doe Deere was born in Russia and spent her formative years in Russia and New York City. She delved into fashion by attending the Fashion Institute of NY (FIT) and then jumped onto another trajectory: music. She had dreamed of becoming a musician and intended to fulfill that dream. So she started a band, performed in New York, met her husband, also a songwriter, and spent years performing. Then her calling came.
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Her beginnings with makeup have always been extreme: the more extreme, the better. Discovery and experimentation were her journeys. Her shift towards makeup was out of necessity: Essentially, she was looking for brightly colored makeup and there were no products out there (or certainly none to her liking). Seeing an opportunity, she simply decided to make her own. Her company, Lime Crime, stands for breaking the rules. It is profitable, she says, because girls were merely searching for the same thing: makeup in bright colors. Looking back, her entrepreneurial spirit was always there. When she was 13, she sold temporary tattoos back in Russia. Starting Lime Crime years later in 2008 was another rung up that ladder.
Her website offers lipsticks, plushies, hair dyes and emphasizes a bold, carefree nature. Her makeup, she emphasizes, offers people the “freedom to express themselves without fear of judgment.”
The products come with fascinating names, too. Diamond crusher lipsticks and chocolate cherry or dirty mermaid hair dyes are available. The website’s “How You Wear It” section shows exactly what the makeup looks like when applied: the colors are gorgeous. She has reached a demographic whose needs were not being met, people who were also willing to shell out money for makeup without trying it behind a counter. Her advice to young, ambitious women? “Be in touch with yourself and really know yourself.”