The name LimeCrime was the brainchild of Doe Deere, inspired by her favorite color. In 2004 Deere registered the name to a online EBay store which featured a line of “do it yourself” clothing using bright colors as the main staple. Clearly inspired by this, Doe Deere developed LimeCrime the makeup line 2008. The standard was simple; highly pigmented products that are not only cruelty-free but offer bright unique colors that cannot be found anywhere else. Launching the line exclusively for online sales was a risky business move due to criticism that women don’t purchase their makeup online. Doe Deere met this challenge head on by showcasing the lipstick swatches on actual models as oppose to a color swatch, giving customers a true sense of the shade. This was a practice that has since been picked by most makeup companies and has become the norm.
Doe Deere takes great pride in her products, as she personally tests each product for quality before it even goes into mass production. Deere attributes her company’s success to her excellent customer service team. Deere has set the high expectations for her team by promoting positivity in the workplace and encouraging them to do the same. She bounced back quickly from a shocking breach in her online store’s security in 2014, which caused customer’s credit information to be stolen and used. She, along with her team, worked tirelessly to increase her site’s security and restore trust with her loyal customers. The LimeCrime team used social media platforms, such as Instagram, as a direct link between them and their customers making it easier for them to voice complaints and find resolution. By having a visual online presence, LimeCrime was able to easy the minds of their supporters while rebuilding a trustworthy relationship with them.
Doe Deere is not only a leading woman in the beauty industry but also a trailblazer for other women who want to build an empire from the ground up. When not developing new products and inspiring women, Doe Deere enjoys reading. She cites Donald Trump’s book as an inspiration, not by any political means, but because she sees him as an incredible business man. She also cites her husband Mark as her biggest inspiration. Starting out together over 15 years ago playing alongside in a band, Mark now sits as the president of LimeCrime. Doe Deere not only shows that women can be in a position of power, but can succeed in the process.