Lime Crime is by far one of the coolest makeup and beauty brands on the market today. By “market” I don’t mean your typical finding at a CVS. The company specializes in a digital and social media first strategy that was at the cornerstone of what founder, Doe Deere, wanted to do for the company: to make it one unlike any else. Learn more: http://guestofaguest.com/los-angeles/interview/interview-lime-crimes-doe-deere-on-how-to-make-your-dreams-come-true
She founded Lime Crime at an early age after moving from Russia to New York City to pursue a career in fashion. Even at an early age she had always been into anything bright. She speaks about always having paints or colored pencils in her hands and wearing as bright of clothing she could – even donning her mother’s bright lipstick when she could get away with it. She told a great story recently about she and her friends around age 11 playing a game similar to something you’d see out of the Ya Ya Sisterhood novels. She said that while they were all dressed in crazy, brightly colored outfits and skirts she felt the fun experience wasn’t complete until they all did funky makeup to match. That moment is one she looks back on frequently as to how Lime Crime came into existence. Learn more: https://www.limecrime.com/pages/our-founder
What Do Unicorns Have to Do with Makeup?
Lime Crime’s fan base is incredibly loyal and passionate about the products. They don’t just enjoy them, but flock to social media to share their individual looks and styles using Lime Crime products. Lime Crime even has a dedicated social media panel on its website that shares user posted content that uses the Lime Crime hashtag. The panel is called How You Wear It. For a company to commit such a large part of its website to real user content was unheard of before Lime Crime and it has now become something other brands have incorporated into their digital strategy.
Lime Crime calls its fans unicorns and Doe Deere has been dubbed “Queen of the Unicorns.” They even released a line of lipsticks that were a nod to the Unicorn Queen. Doe says that to her, unicorns are people who were born different, but who are aware and proud of it. Unicorns are people who choose to stand out as bright magical creatures in a sea of horses and Lime Crime surely supplies all the colors for a unicorn to rock any type of colors that make it the brave creature that her Unicorns are. Unicorns are people who defy expectation and she is proud to provide beauty products that help provide that outlet.
Doe Deere and her fleet of unicorns are poised to continue to grow in the upcoming years. The company just made waves with the launch of an eyeshadow palette that pays homage to the ’90s favorite toys Polly Pockets. Like everything Lime Crime and Doe Deere do, its a first of its kind that other brands will need to jump to meet the bar she has set.