Getting Unapologetic with Lime Crime’s Founder Doe Deere

Fearless, bold and fashion extrovert are just a few words to describe the founder and CEO of the colorful cosmetics brand Lime Crime, Doe Deere. Inspired by her DIY fashion line that focused on the use of bright and bold colors, finding make-up to accentuate the line was becoming a difficult yet inspiring task. Thoughtfully creative and remaining true to the line’s unapologetic focus, Doe turned the difficulties of the task into her brands staple, launching the 100% vegan and cruelty free cosmetics brand Lime Crime.


Lime Crime hit the online scenes with its array of bright and exquisite cosmetic color options in 2008. The innovative beauty line consists of intensely pigmented colors that are both bold and magical. “Beauty isn’t what’s natural or what looks best but what feels right at the moment,” says Doe. The Lime Crime name was born from Doe’s favorite color and the passion to create lipsticks, eye shadows and nail polishes that were so vivid in color it may as well be illegal to wear them. The brands mission is to revolutionize makeup, from the way the customer shops for it to how it makes them feel.


Lime Crime grew to become a fan or as she calls ‘unicorn’ favorite naming Doe Deere one of the Top Inspiring Women Entrepreneurs where she featured on the cover of Self-Made Magazine. She can thank part of that honor for creating the liquid-to-matte lipstick line Velvetines. The lipstick doesn’t crumble, is transfer proof and lasts. Another point to her and Lime Crimes success is becoming certified as cruelty free by Leaping Bunny, one of the industries most rigorous certifiers. Having a brand that’s 100% vegan and cruelty free is a personal reflection of the founders’ attitude toward animal testing.


With Instagram followers going crazy over the release of the Pocket Candy palette the CEO was proud to announce this season new trends and what could be expected from the line at the recent Feelunique x Lime Crime pop up shop launch in London. Since ultraviolet is the pantone’s color of the year and the brands inspiration is a unicorn, Doe decided Lime Crime would explore the many versatile shades of purple starting with the release of the Venus III eyeshadow palette. Hair dyes were also added to the cosmetic brand. With so many individuals dying their hair Doe felt adding colorful and safe hair dyes would go together with the brands goal of individuality and self-expression. “Individuality means being fearlessly and unapologetically yourself,” says Doe. By continuing to create products that express this is what consumers can continue to expect to see from Doe Deere and her Lime Crime brand. Learn more: