If you’ve ever been shopping for make-up, you know how hard it is to find cruelty-free make-up, especially in innovative and fun colors! Doe Deere must have known that struggle all too well. In 2008, she founded Lime Crime, a make-up brand that manages to be on-trend, vegan and successful.
Deere started out as a clothing designer, but found that she couldn’t find make-up in bold colors to compliment her designs. Taking inspiration from her love of fairytales, magic and creativity, she came up with Lime Crime. Her embrace of fantasy and subculture themes, combined with the vegan spin, turned out to be a recipe for success with the Generation-Z crowd.
Deere was one of the innovators of digital-media marketing and the creation of a real lifestyle brand. Social media has been a huge part of what makes Lime Crime the success it has become. Deere developed an audience through her content marketing- she started her own make-up blog to showcase her products and cultivated an active social media presence through interactive contests and audience engagement. Her social media following is 3 million strong at this point, and as a brand, Lime Crime has used social media to evolve along with its audience.
Fantasy and whimsy may inspire her, but her success is very down-to-earth. So where did this female entrepreneur come from? Doe Deere was born in Russia and raised in New York City. She went to school at the Fashion Institute of Technology, before leaving school to found Lime Crime. Her eclectic and international influences are evident in the bright colors of Lime Crime’s cosmetics and the funny, punny names that make the brand pop.
Doe Deere is also an example of how success isn’t just about dollars, cents and social media followers. A philanthropist, she uses her success to support her favorite charities. For a founder of a vegan cosmetics company, it’s no surprise that she has a specific soft-spot for animal rescues.
And Lime Crime as a brand is also about inspiration- seizing inspiration from the world around us and inspiring consumers to find a little magic in their everyday life. Doe Deere is an example of where that inspiration can take you. Can’t find the make-up colors you want? Create your own company! Can’t find your dream job? Invent it! Learn more: http://thestoryexchange.org/doe-deere/