Doe Deere was born in Russia and raised in NYC and currently she lives in Los Angeles. Doe was always artistic and into, as she puts it, living “unapologetically” with her fashion and style. She started her internet-based company, Lime Crime, in 2004. Prior to that she was working as a musician with her soon-to-be husband. Being around the music business helped her get to know who her future clientele would be and also required a certain amount of business acumen. She was already wearing the styles she’d eventually be marketing too. Early on she was selling DIY fashion. She did all the modeling herself and knew how to sew too. Before she started the makeup line she noticed a lot of interest in the deeply pigmented makeup colors she herself wore. Makeup like that just wasn’t that readily available. At that time the natural look was the big thing. So she decided to develop and market that style of makeup.
The most recognizable thing about her brand is its vivid color. She’s a walking rainbow herself. Her clothing is very colorful and her hair changes color all the time, usually pastels but sometimes deeper shades too. Doe Deere is a triple threat though since she’s artistic, very photogenic and obviously super smart about business. Someone asked her how she came up with the name Lime Crime. She thought of it when she was starting a small ebay store and said limecrime “just popped into my head.” The name Lime Crime was available so she registered it. Lime green is one of her favorite colors and besides that the name had that catchy rhyme factor as well. She’s been named one of the Top Inspiring Women Entrepreneurs and was on the cover of Self Made magazine next to others that were recognized such as Arianna Huffington and Suze Orman.
She has called her fans or customers “unicorns” because she knows her line is very different and thinks unicorns symbolize being different, brave and who live “unapologetically” as she herself does. She knows that not everyone can pull off the look she promotes but Lime Crime has definitely taken off and has made Doe Deere a big success.