Cruelty-Free Fashion Online

Doe Deere is the owner and CEO of Lime Crime. A revolutionizing digital make-up company that introduces trendy cosmetics online. Doe grew up in New York City but was born in Russia. Her goal in establishing Lime Crime is to prove that cosmetics are forms of self-expression freedom. She says that beauty is what one feels right at present and is not what “looks best” or what’s “natural”.



So in 2008, Doe opened her own personalized brand of cruelty-free, colorful, and magical cosmetics that are vibrant, bold and deeply pigmented that has an international following. The name Lime Crime was inspired by her favorite color and her vision to create nail polishes, lipsticks and eyeshadows that are bright and vivid.



Lime Crime was Doe’s registered account for her new DIY fashion line on eBay, where she modeled her own pieces herself. At that time she wanted a look that can be her own signature and brand – and ended up with colorful make up that is the essence of her company. The concept of make-up began during her sewing days because she found out that unusual and bright make-up colors were not readily obtainable in the market. And that is when Lime Crime was born in 2008.



Doe’s typical day as a CEO is to ensure that all the departments are functioning efficiently and is ready to provide advice where needed. So on other days, she is having a brainstorm with her Chief Creative Office, other days she is working on new products, and there are times that she is engaged in social media marketing.



According to Doe, ideas are more or less like children, because they must be raised and helped along to achieve success. And she is glad to have a magnificent team who assists her in moving things forward no matter what the situation is. So before a particular product is displayed on a shelf, everyone in the company, including Doe must wear and test it to make sure that it is commendable to their customers.



Everything related to Generation Z excites Doe because she says that the Gen Z generation already had internet and computers, and she is eager to know more about this crowd of young individuals given that they will transform the future of online shopping.



Doe shared that the thing nobody agrees with her on is wearing an unconventional hair color to school and in the office. But her reason is that people do more eccentric things, hence wearing a blue, pink and purple hair color is nothing out of the ordinary and should not cause a fuss.



As a sole proprietor who started out her business on a small scale, Doe is very supportive of other women entrepreneurs. She often mentors them to follow their dreams and always be themselves, no matter how weird they are. She also emphasized that people must learn how to listen to others because by listening she says, we can always learn something that can be very useful for ourselves and our goals. Learn more:


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