Lime Crime is known all around the beauty community as one of the best companies for liquid lipsticks and most notably, the range of colors they offer. Lime Crime sells everything from lip glosses, eye shadow, hair dye, nail polish to eyeliner which are all vegan and cruelty free. They offer a wide range of “crazy” colors which is vastly different from most cosmetics companies that sell basic colors. Despite being widely known, most customers don’t know the main face behind the brand, Doe Deere. Doe Deere is the CEO and sole founder of Lime Crime. Doe was born in Russia but grew up in New York City where she studied fashion design at the Fashion Institute of Technology. In 2004, Doe started selling her clothes after dropping out of college. Her creations were one of a kind as she would design and make them herself and sell them through eBay, under the name Lime Crime. She created the name Lime Crime by just rhyming words together as they do in most fairytales. Within a year’s time, she was making a steady income but came up with the idea to branch out to cosmetics. Doe would model the clothes on her website but oftentimes had trouble finding crazy colors that matched her outfits, so she decided to create them herself. There was a time when she had doubts that the clothing line would be her forever career but once the cosmetics aspect of Lime Crime was developed, she never had any second guesses about her choice to leave college behind or move towards creating cosmetics. By 2008, Lime Crime was selling basic cosmetics and cosmetic accessories such as eye shadows, blushes, glitters, primers and brushes that were offered at an affordable price. Doe would promote her makeup line by making her own tutorials through YouTube and other online platforms such as blogging and online contests. By 2009, the company really took off from all the publicity and now has over 3 million Instagram followers alone! Doe doesn’t plan to stop there however, she plans on continuing to experiment with different themes and colors for the future generation that spend the majority of their life online. With the success that Lime Crime has had, Doe has given back to the community by supporting several charities such as Girls Inc., HOLA, Sanctuary For Families, Bidawee animal shelter, the Red Cross and Adopt NY.
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