Doe Deere is the founder and Chief Executive Officer of Lime Crime cosmetics. She was born in Russia but moved to the United States where she grew up in New York. She is determined to show that cosmetics are used not only to conceal imperfections but also as a form of self-expression and freedom.
According to Doe, beauty is not the natural looks or what you feel looks best at you but rather what you feel is right at a certain moment. With such line of thinking, she started her line of magical, colorful and cruelty-free cosmetics. She named the cosmetic line Lime Crime. Lime Crime is an intensely pigmented, vibrant and bold line with a worldwide fan base. This company was developed from her favorite color and her long-term dream of developing lipsticks, nail polishes and eye shadows.
As a self-made entrepreneur who started off as a small entity and achieved admirable success, Doe is a passionate supporter of women owned businesses. She is a frequent speaker on the subject of finding your own path and has talked in various international platforms like Vegas Nay’s Stardust Tour and PHAMExpo. She is enthusiastic in mentoring aspiring female entrepreneurs and welcomes them to talk to her for advice.
Doe explained that her typical day starts off with a quick meeting with her creative director where they strategize and go over projects. She then meets with her president and vice president where she is updated on any latest development. The second part of the day is spent directing visuals and in the lab coming up with new products with the help of her personal chemist. She then starts responding to her emails.
Doe brings ideas to life by waiting for inspiration patiently. These inspirations usually take days, weeks or even months to crop up. She then acts on the idea decisively and swiftly. On developing the product, she tries it out herself before bulk production. This is to ensure that the product is authentic and can be felt and lived by customers.
The trend that really excites Doe is the preference of e-commerce to brick-and-mortar.
There are multiple advantages of shopping via the internet like unlimited assortment and innovative and modern ways of marketing products. Lime Crime was amongst the initial companies in cosmetics to focus on e-commerce. Doe explains that knowing your brand and what you will bring to the market is what will make you a successful entrepreneur.