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Doe Deere: Blazing a Neon Trail for Female-Fronted Businesses

If you know anything about makeup, it’s likely that you’re familiar with the Lime Crime line that was created and promoted by Doe Deere, a young and ambitious woman. Formerly from Russia, Deere has been in the United States since the age of 17 – and she’s put these years to good use. Since 2004, when she registered the Lime Crime domain on eBay, Deere has moved forward… not in small steps, but in leaps and bounds. Even though she has transitioned from running the company solo out of her home to having offices and a dedicated team to help her, the focus hasn’t strayed from quality; the Lime Crime line of products goes through a strict and rigorous approval process before they’re offered to the public. Learn more: http://guestofaguest.com/los-angeles/interview/interview-lime-crimes-doe-deere-on-how-to-make-your-dreams-come-true Deere’s presence in the makeup and fashion communities stems from her initial desire to give people options that they otherwise would not have. This, to her, meant bold, striking colors that could create (or compliment, for the less daring) any look without feeling cheap or overdone. Sure wearing neon colors on the eyes and face is going to stand out in a crowd, but the people that choose to use these products are similar to Deere: confident, fun, and adventurous. These are products that initially filled a void in the world of makeup, and even though there are more companies that offer the “off the wall” makeup options for consumers, Lime Crime has still found many ways to stand apart from and above the competition. Deere’s product line today is a lot different than it was in 2008, because it includes things like hair dye, nail color and makeup brushes along with her staple products like lipstick and eye shadow, which are the cornerstones of the Lime Crime line. Deere’s products are a lot like her – bold, daring, bright and “in your face”, which gives people a good idea what to expect when looking into her or her products. Not only are these products ones that Deere stands behind, they’re products that 100% of the population could use, since the entire line is Vegan and cruelty-free, something that makes a true statement about the company and the founder as a whole. Deere’s not just trying to appeal to a specific type of consumer – this line of makeup is available to everyone, no matter their beliefs or lifestyle. As a female entrepreneur, Deere has faced her share of adversity frustration throughout the duration of her career, but she’s come out on top by focusing on what matters and what she believes in: her products and her customers. Each customer is affectionately referred to as a “Unicorn” because Deere believes that each individual is unique and should be able to express themselves in any way that they want, and that’s how she has approached managing and operating the business. Deere found success in a line of products that offered something new, different and exciting, and it’s worked for almost a decade. Setbacks were learning experiences, and each online review is a chance to listen to the feedback from the people that get the most out of her products. Success for Doe Deere was inevitable, because when people believe in something as strongly as she does her product offerings, failure is not ever an option. Learn more: https://www.linkedin.com/in/doedeere

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