With the giant cosmetics companies holding court around the world, you would have to be a fool to try and outsmart them, but Doe Deere has done that and continues to soar in popularity.

The Russian-born beauty launched her independent makeup company in New York City in 2008. Lime Crime was an odd name for a cosmetics brand, but then again, it comes down to sheer genius, because Lime Crime is a most “Google-able” name.

Doe Deere sat down with Ideamensch.com to talk about the beauty industry. We learned that the Lime Crime CEO and founder always enjoyed playing with bright, whimsical colors as a child. She grew up believing that makeup should be fun, edgy and allow for creative self-expression. Her stunning and oddly-colored lipsticks and eye shadows turn heads every time.

The Lime Crime brand has made its presence known on social media, where more than 2.4 million makeup addicts follow on Instagram. The makeup is sold on e-commerce, a tightly competitive way to run and maintain a healthy business.

Doe Deere works very hard at keeping her line of makeup modern, naughty, glam and on-trend. She’s constantly being inspired to create more and more new items, but she always wears them on herself first, to see if the makeup is comfortable, attractive, unique and downright amazing.

Lime Crime has been designed with quality pigment and long-lasting wearability. Doe Deere has changed the face of beauty, and now the big cosmetics companies are trying to dupe her blue lipsticks and other strong sellers. Doe Deere dared to challenge the safe, boring beige makeup status quo and offer women and men, another option.

At her Lime Crime shopping website, one only needs to read her interesting and sincere About Me page:

“I make makeup for girls and boys like me, who express themselves unapologetically. Lime Crime is freedom to be you.” Amen to that.

Doe Deere is being cited for her bold leadership skills for women. Self-Made magazine named her to its list of the Top Inspiring Female Entrepreneurs. She also appeared on the mag’s cover with Suze Orman and Arianna Huffington, two other famous business moguls.


Visit LimeCrime here.