In the current makeup scene, liquid lipsticks have become a major selling point for most brands. While nude, red, and berry colors are typical of the formula, the beauty community today has begun to crave bright, eccentric shades. One individual, in particular, capitalized on this trend early on and created one of the most well-known and favored formulas for liquid lipsticks in today’s beauty industry.
Doe Deere, a 36 year old woman from Russia, emigrated to the United States at age 17. Upon her arrival, Deere began to pursue a career in music, a dream she had from a very early age. Through the music business, Deere met her husband who became her business partner in the music venture. The two continued to create art together, until Deere realized there was another art form she was interested in: makeup.
Doe is described as having a very bright personality, and had difficulty finding the makeup to match. In 2008, she decided that she would create those colors she so longed for herself, and Lime Crime was born. The business started out as a small marketplace on eBay in 2004, and was originally intended for original fashion pieces that Deere crafted herself. The makeup never seemed quite right, so Deere began to manufacture her own bright hues of eyeshadows, lipsticks, and other beauty products.
Today, Lime Crime manufactures lipstick, eyeshadow, highlighting products, hair color, false nails, and makeup brushes, all of which are cruelty free and vegan. Products can also be purchased in bundles for a lower price. Numerous social media mavens of the beauty community have been seen sporting Lime Crime’s number one product, the Velvetine liquid lipstick. The brand grew quickly from the moment it was established, and is sold mostly online. The brand recently made its way into a few brick-and-mortar locations, such as Bloomingdale’s, Urban Outfitters, and Planet Beauty.
Yet another concept that Deere pioneered was the on-lip lipstick swatch. This is able to give the customer an idea of how a certain shade of lipstick will look while being worn on a certain skin tone. In the beauty industry today, this has become standard procedure as it allows for easier color comparisons while shopping online.
Deere also advocates the concepts of self-love and confidence throughout her brand. Employees of Lime Crime are encouraged to express themselves through different hair colors, makeup choices, and styles (https://www.pinterest.com/explore/doe-deere/). Today’s society has begun to gravitate towards accepting and appreciating all walks of life, and Lime Crime is a brand that does the same. Deere has been recognized as one of the Top Inspiring Women Entrepeneurs, and hopes that young women all across the globe will look to her as a role model.
Doe Deere, a young woman from Russia, has become one of the leading names in the modern beauty community by creating fun, bright products that are also ethically crafted. She pioneered the idea of online makeup shopping and created an empire that will continue to thrive for her entire life.