Lime Crime has become the go-to name in alternative fashion makeup. Over the past few years, the company has grown massively, gaining customers and brand lovers from all over the world. Lime Crime believes in giving the world cruelty-free makeup that inspires creative expression of one’s self. The brand is known for it’s out of the box, unique makeup items that spell out pastel goth and Tumblr grunge like no one else. The brand aims to give customers a fresh and new range of vibrant makeup options which aren’t otherwise easily available. The company believes that people should have the tools to be able to express their identity creatively, and gives them just that with the added advantage of being animal cruelty-free. The brand stands for its vegan products that have made quite an impact on the makeup industry.
At the center of the brand, is the CEO and founder of Lime Crime, Doe Deere. The beautiful pastel haired woman has taken the fashion world by storm with her simple idea of creating makeup that was true to her identity. When Doe Deere started the brand, she wanted to give women all over a chance to step out of the ‘natural look’ and adopt one that feels more right and in sync with who they are as a person. In 2008, the company was born and since then has retained its position on social media spaces. Doe Deere herself is extremely well known on social media, embodying a look that spells out everything that Lime Crime stands for.
Doe Deere was born in Russia and moved to New York to initially become a musician before she stumbled upon the world of fashion and makeup. Since a young age, Doe Deere always tried to express herself in whatever way she could. She grew up in a more artistic way, which has translated into the brand she has pioneered. Doe Deere has always been a lover of bright colors which she loves using her makeup looks as well. Back in 2008, she found it rather hard to find the bright colored makeup she wanted and decided to make it all herself, which is when she got the idea to start up Lime Crime.
Doe Deere hopes that with her makeup, women feel that they have the power to express themselves, just as she does artistically. As the brand mission statement states: they aims to be always rebelling, and never boring.