Doe Deere and her Unicorn Mind

Doe Deere is the founder of famous makeup line Lime Crime and has always had a passion for thinking outside of box Deere moved to the United States from Russia when she was 17-years-old. She lived in New York from 1998-2012 and then moved to Los Angeles.


She has always had an entrepreneurial and creative spirit even at the age of 13. She would sell temporary tattoos to her classmates after she discovered them and persuaded her mates that they were cool. Her artistic and colorful spirit, from music to clothes and now makeup, is bold and fun runs heavy throughout her brand.


Entrepreneurship is very important to Deere, especially for women. Deere says it’s important for women to follow their hearts when it comes to honing in on skills and talents. Learn more:


She notes her success of Lime Crime is due to staying true to herself and what she wanted. In 2008, when she noticed the trend of natural, nude colors in makeup, she decided to go her own route with bright colors. Thus Lime Crime the cosmetics line was born.


Deere’s favorite memory surrounding makeup was when she was 9-years-old and during a slumber party, her and her friends dressed up in witch costumes. Young Deere new the look wasn’t complete without bright pink eye shadow and brown lipstick.


Not only does she go against the cosmetic trends, she also goes against the traditional trends. While other brands and companies are focused on millennials, Deere is focused on Generation Z, the digital-minded people born after 1997. She wants to learn from these shoppers and how they think and buy online.


Smart move for a brand that is solely sold online and relies on social media to get the word out about launches and brand developments. Deere touts that Lime Crime was at the forefront of selling makeup online and she even said that experts told her that it was impossible to do so. Now, Deere strives to continue to be ahead of the curve.


Another way she does this is by defying the social norms. For instance, she encourages her Lime Crime employees to explore all the possibilities of having colored hair at work. This small notion helps show other corporate offices that it’s possible to get work done and be self-expressive at the same time.


Deere believes in being brave and thinking outside-the-box, all things she was able to do by creating Lime Crime. One of her favorite quotes is “Always be yourself, unless you can be a unicorn – then always be a unicorn!” and Deere is definitely a unicorn.