It’s not easy to take over the cosmetics industry in less than ten years. However, Russian-born Lime Crime founder Doe Deere’s strong understanding of her brand and her own unique aesthetic has allowed millions of millennials to express themselves with the power of makeup.
When Lime Crime was first created in 2008, Deere was trying to create a brand that featured the type of makeup that she liked. While 2008 was all about covering up flaws with neutral colors, Deere craved makeup that allowed for serious self-expression and experimentation. Since she was a little girl, Deere has always gravitated toward the whimsical, bright and sparkly.
Lime Crime’s first product, the Unicorn Lipstick line, continues to sell out regularly. The lipsticks are intensely pigmented and come in a variety of neon pastel shades. The packaging is a metallic magenta tube covered in cute illustrations of unicorns. Back in 2008, the product was radically different from what was trendy in the cosmetics industry.
Doe Deere has continued to stick to her personal aesthetic since the brand’s launch. Gradually, she has earned the respect of makeup lovers who appreciate Deere’s experimental approach to makeup. Because Deere has never wavered from her love of bright colors and sparkly and metallic finishes, Lime Crime customers are deeply loyal and trust Deere’s vision wholeheartedly. Deere refuses to capitalize on current trends, earning her brand much respect throughout the world of makeup enthusiasts.
Today, Lime Crime has millions of followers on social media and large retailers are beginning to stock the brand’s products. The bright and colorful aesthetic that was once anything but trendy is now being copied by hugely successful makeup brands around the world.
However, Deere’s success didn’t come easily. As a young entrepreneur, she learned some tough lessons along the journey to what the brand is today. Just a couple of years after launching Lime Crime, the brand’s website was hacked, suddenly leaving countless customers vulnerable as their personal information was stolen. It took Deere almost a year to slowly earn back the trust of her customers. Now, she has taken great steps to ensure that such a devastating incident never happens again.
One thing that has helped Deere tremendously over the years is her knowledge of her own brand. From day one, Deere has known the Lime Crime customer inside and out. She has remained dedicated to her creative vision, always following her gut instincts when creating new products.
Today, Deere is on top of the cosmetics world. Lime Crime products are highly coveted among makeup enthusiasts. Thanks to her commitment to her vision, millions of makeup lovers are having fun with the world of colorful cosmetics.
For more details, visit www.doedeere.com.