Who would have thought, Doe Deere, the internet “it girl” with an outrageous cosmetics line would turn into an amazingly successful entrepreneur!
She did it, all by going with her gut feeling and staying true to herself; of course, hard work played into her success as a leading female entrepreneur as well. Starting on eBay with her bold and bright cosmetics which simply had not been available before was where she started making her splash. Doe Deere chose the name Lime Crime to reflect her bold tastes in makeup and because the name with her fave color was available.
The splash built into a wave after Deere began posting videos of her experimenting with outrageous and innovative makeup looks, gaining thousands of new followers and customers. She leveraged the idea of a complete online store for cosmetics in 2008, no physical store presence, which was taboo at the time, with industry experts telling her it would not work without a brick and mortar store.
Apparently, the experts were wrong in a big way – as Lime Crime became a success story! Lime Crime pioneered the way lipstick swatches are displayed online, where it’s shown on actual lips, instead of a white swatch of paper, the old fashioned method. Quickly, the fashion industry adopted this method, which has become an industry standard. Both of these trends, a complete online store and the lipstick swatch method were started by Doe Deere and she continues to innovate. Her goal is to make the top online shopping experience in the world for makeup lovers.
Deere is passionate about her work and follows her intuition on which ideas to focus on for development. She has learned over time to trust her intuition which has had a big payoff for building her brand. Deere knows her brand and her customer and approaches her business with optimism. Her success is built on treating her employees, vendors and customers with love and respect. This is the mantra she follows, along with a great Customer Service team that is dedicated to keeping customers happy.
That colorful combination has catapulted her to being one of the top female entrepreneurs and Doe Deere has inspired other women entrepreneurs in making their dreams become a reality. Lime Crime fans are tagged as “unicorns” and that is a fitting name since Deere’s unicorn of a beauty company is based on vivid and vibrant colors.