Doe Deere’s Business Philosophy

Makeup can be powerful. It can make a statement and uplift someone’s spirit. It has also changed over time, trends have vanished, when others are just coming on the market. Then there’s makeup that is timeless. For one makeup enthusiast, she grew up with a love of it. This love turned into a passion and soon she decided to launch her own brand after she got tired of seeing the neutral and natural look. She wanted makeup that popped, colors that would scream out personality.


Doe Deere was born in Russia on June 15th 1981 in Izhevsk, Russia. She grew up there until she turned 17 and then moved to New York City in the US. She was there to pursue a music career. In 2008 she decided to switch gears and launch her own makeup line that would shake things up. Doe Deere named her makeup line “Lime Crime”. She came up with the name after she started a new account on eBay called “limecrime” for her new DIY fashion line. She modeled everything. Her signature colorful look bled into her makeup line, which became a hit. Lime Crime is also vegan and cruelty-free certified by PETA and The Leaping Bunny Program. Because of her love of animals, she donates regularly to Bide-A-Wee, a no-kill animal shelter in New York City where she lived before. She also leaves the door open so they can contact her in the future through social media for business advice. The self-proclaimed “unicorn queen” believes in trusting your gut with business and life. If you feel it is not right, then don’t do it. That is why she trusts her brand and none of her products go on the market without her trying them out herself. She has to feel that they product is a good fit. If it is not, then she won’t sell it. All of her products are sold online, with pictures as examples of what each product looks like on a person. This is why she has grown a loyal following and customer base. She listens to her fans.


She is a great leader and understand that treating people with respect is vital to being a successful business person. She think that ruling people with an iron fist is outdated and if you want for your employees follow you, you have to be a good example and use positive reinforcement. Doe Deere also likes to inspire young people, especially women, to follow their dreams of being an entrepreneur. She attends Vegas Nay’s Stardust Tour and PHAMExpo where she can mentor aspiring female entrepreneurs.