Known to her fans as the “Queen of Unicorns”, beauty entrepreneur, Doe Deere, created the Lime Crime make-up brand back in 2008 when she noticed that there were not many cosmetic companies that experimented with bright and unusual colors. She’s always had a passion for flashy or rainbow-inspired colors, saying that they make her feel free to be herself and express herself without worrying about being judged by others.
Doe Deere was born and raised in Russia, but moved to the U.S. when she was 17 years old. Upon entering the country, she had aspirations of being a musician, which she became while living in New York City. She credits her past experience as a musician with having taught her about marketing and career planning. She also met her husband when they were in the same band together back then.
Currently residing in Los Angeles, California, she lived in New York in the Manhattan and Brooklyn areas from 1998 to 2012. While she was there, she attended the Fashion Institute of Technology, or FIT, where she majored in fashion design. She’s said that she feels that make-up and fashion go hand-in-hand, and that hairstyles are a part of the equation as well.
The Unicorn Queen has also said that she’s always been imaginative and ambitious, and that her early entrepreneurial spirit led her to start her own little business at the age of 13 when she still lived in her home country of Russia. She sold temporary tattoos, which was a business she described as being a lot of fun.
In 2009, her company introduced what was named Unicorn Lipsticks to the market. The lipsticks offered many fun colors, and were unique and distinctive in the fact that they had a shiny and sparkly unicorn on their packaging. She mentioned being surprised that so many girls had started gravitating toward her brand of make-up. She was glad to learn that so many others shared her passion for eccentric colors when it comes to cosmetics.
Another lipstick line called Velvetines, was created in 2012, and this one was of the liquid variety. Deere has a hand in all areas of product development when it comes to her make-up offerings, and she markets them to both girls and boys who like to express themselves differently, like she does. Her Lime Crime products are cruelty-free, which means that her company doesn’t use animals in their testing procedures.
Doe Deere describes beauty as not only being about what’s natural or good-looking, but also about what feels right at the moment. Her advice to younger women who may want to become entrepreneurs is to follow their hearts and stay in touch with themselves. She feels that everyone has a special or unique skill that they can use to advance themselves with.
When the Lime Crime CEO and Founder was growing up, she said she felt very different from her peers, which led her to feel like she was alone. But she says that she later discovered that she, too, was a part of the universe, just like everyone else, and this is part of what encouraged her to start her own company that specializes in creating unique products for others who, like her, want to celebrate the many colors of life. Learn more: https://www.limecrime.com/pages/our-founder