Doe Deere was a big dreamer who was able to transform her dreams into a unique and profitable business. Lime Crime, the cosmetics company she founded nearly a decade ago, is rapidly expanding, reaching out to customers who want to stand out from the crowd.
Born 36 years ago in Russia, Doe discovered her ambitious and creative side at a young age, starting a temporary tattoo business at the age of 13. She established herself as a successful businesswoman when she began selling her cosmetic products to classmates. Moving to the United States at the age of 17, she arrived in New York with the goal of becoming a musician. Her membership in a band taught her how to capture the attention of others. It also introduced her to the man she would later marry.
It was after her arrival to the United States that Zoe began to develop another artistic interest, one that emphasized colors. Having attended the Fashion Institute of Technology, located in New York, Doe initially created an internet-based product line in 2004. It was this business that would, only four years later, spawn Lime Crime, a cosmetics company that made products so flashy that some might considered them “illegal” to wear. The firm today markets a line of lipsticks, eye shadows and nail polishes that are known for their bold and unusual colors.
After living in New York for 14 years, with the time spent almost evenly between Manhattan and Brooklyn, Doe moved to Los Angeles and there established an office to help promote her products. Her expanding business recently launched a hair dye line with the same vibrant colors as her other products. Lime Crime products have reversed the previous trend in cosmetics, which emphasized a more “natural” look. Doe in fact attributes the success of her business to products that many would consider outlandish.
Lime Crime offers products for the “digital” generation of consumers who are fully comfortable with purple, pink or blue hair, and are equally comfortable shopping online for their personal products (http://norcal.news/news/23849-doe-deere-helping-cats-need-through-makeup). Dedicated to protecting the environment, the products of Lime Crime are known to be “cruelty free,” which means they are not tested on animals before they become available for human consumption. Doe believes that cosmetic products go beyond merely enhancing a person’s appearance or obscuring blemishes, and instead should promote the freedom and self-expression of those who use them.
Doe has been a big advocate of women following in her footsteps and opening their own businesses, and spends considerable time mentoring female entrepreneurs who have that goal in mind. She attributes her personal success to a philosophy that involves listening to her employees, her customers and even her adversaries. Believing that every person has some unique quality, she is confident that others can attain success by finding and putting to good use that uniqueness. Doe also believes that by adopting a positive principle, one that simply involves “following your heart,” others can reach their goals in the same way that she turned her dream into the dream company Lime Crime.