The beautiful and extravagant Doe Deere, the founder of Lime Crime, is an energetic extrovert and resilient entrepreneur. Her make-up company has accrued cult status due to its incredible color combinations, and emphasis on individuality.
Launched in 2008, Lime Crime’s Doe Deere has established a cult following amongst vegans and animal activists, as all her products are cruelty-free, which means that they have not been tested on animals. This was very important to Zoe, who has been dedicated to working for animal charities since she was a teenager.
It has not been an uneventful ride to success for the first-time entrepreneur, and she freely admits, that there have been many bumps along the way. These had included malicious attacks on her integrity when Lime Crime was accused of repackaging other Brand name cosmetics, a credit card security breach which resulted in customers losing thousands of dollars and an FDA investigation of her cosmetics ingredients. The scandals that have beset Lime Crime has kept it in the public eye and provided food for fashion industry bloggers and commentators but has also pushed further away from a rating on the Cosmopolitan Top Ten Vegan makeup companies of the year. However, Deere has leaped back from the problems all the stronger for it, is a vocal advocate for all would-be female entrepreneurs, urging them to follow their inner guidance and exploit gaps in the market.
Initially Deere used to formulate all of the products herself, and now she has her dedicated team, who brainstorm innovative ideas and names together.
This season’s collection, Venus III, was launched last week and features shades of purple, in line with national trends, with complementary neutral colors.
Deere promotes individuality, and non-conformity and attributes her use of bold colors and glitter to being self-expressive and encouraging others to be original in their choices and refuse to apologize for them.
She does not design her makeup solely for extroverts. She believes that her colors give girls confidence and advises women to try out new products at home at first.
promotes individuality, and non-conformity palettes are each based on a story and are designed on producing a look. Her original. Venus I was focused on grunge, Venus 11 described as “grunge meets renaissance,” whereas the latest palette Venus XL has been produced more of an original everyday look.
Deere sincerely believes that packaging is as important as the product itself and is a genuine reflection of its quality and her Candy Palette created a storm on Instagram, with its distinctive toy packing. This was inspired by a nostalgic look back to childhood and became enormously popular.
She believes interacting with customers is crucial to creating successful products and she loves Social Media. Her products are previewed and discussed well before they are launched.
Deere recently expanded her collections to include hair dye, which she feels is a natural extension to her cosmetics range as increasing numbers of girls now choose to dye their hair. Her hair dye colors are original and daring and complete the Lime Crime look.