Makeup has been revolutionized in this past decade. The reserved, natural look has now evolved into a bright, beautiful and bold makeup palette. Embrace uniqueness, step outside of the box, and be confident; these values are key to success according to Doe Deere, the CEO of Lime Crime. Deere was bored of the same old beige makeup selections, so she set out to revolutionize the industry in 2008.
She began creating the bold, colorful products she hoped to find in the market. Lime Crime embraces breaking the rules, the freedom to express yourself, and being proud of your uniqueness. Using the marketing skills she learned as a musician, her entrepreneurial spirit and creativeness, and her background in fashion, Deere created a colorful splash in the makeup industry.
The genesis of the color revolution initiated by Lime Crime all sparked from following a dream. It takes stamina and innovation to forge ahead on the entrepreneurial journey. Being one of the first digitally-native beauty brands, Deere knows the challenges of Internet marketing and dealing with the negative rumors spread by naysayers posting online. But Deere doesn’t dwell on the inevitable Internet slander, she finds inspiration in the positive feedback from her followers and truly cares that all of her fans are satisfied.
Deere learned how to utilize the instantaneous feedback from her social media followers to improve and evolve Lime Crime. Before starting her own makeup brand, Deere began posting “experimental” instructional makeup videos online in 2006. The novelty of her videos soon caught the attention of thousands of girls, all subscribing to see what else Deere could do with theatrical makeup. Deere cherishes her fan-base, which she refers to as Unicorns. The unicorn represents the beauty of being different and being proud, and Deere believes makeup is a way to express what makes each person unique.
Being successful is being able to adapt your brand while also staying true to your core values. Deere spent many hours in labs and with various experts to create a line of makeup products that are Vegan and Cruelty-Free. The bright blue Unicorn lipstick may seem suspiciously artificial, but Lime Crime is certified by both PETA and Leaping Bunny. Self-Made magazine even named her one of the Top Inspiring Female Entrepreneurs. By staying true to her core values and coloring outside of the lines, Deere has become a successful and inspirational woman.