Doe Deere Is well-known for her cosmetic line Lime Crime Cosmetics, but there’s more to the woman behind the “unicorn” look. Deere started out selling edgy clothing she created on eBay under the name Lime Crime. All this from her apartment and not having the funds to hire models, she modeled her own clothing. To her surprise her makeup became a talking point because of her bold color choices. From there came the Lime Crime Cosmetics idea. Having her husband reach out to a manufacturer that was willing to take a risk on a new idea with a small order. A small order is considered 1,000 pieces per shade, and they managed to sell out in just a week! From there, after finding some family heirloom jewelry, and with some encouragement and reassurance from her sister, Deere created Poppy Angeloff. Poppy is a jewelry line that boast of “Victorian in a Modern world”. It proudly offers heirloom quality jewelry that can carry a part of ourselves to the next generation.
Even though Deere has had 2 successful businesses, she didn’t start with any inner industry connections. Deere grew up poor, living in homeless shelters after coming to the states as a teen with her mother. Surviving by working odd jobs and kindness of other. Those experiences are what drove her to push past just being successful. She credits 3 key points to success:
-Being a Customer
-Take the risk
She says color is her passion. Deere has found color to carry emotion and being able to find a way to reach women through pursuing her passion. Receiving thousand upon thousand letters letting her know how she has impacted different women’s lives has showed how big her impact is. It hasn’t changed her core value either. Appreciate your audience and customer is still maintained even through the transition of businesses.
Originally born in Izhevsk, Russia as Xenia Vorotova, Doe Deere is the founder behind the controversial beauty company known as Lime Crime. Lime Crime was the most hated beauty company at one point on the internet for its security breaches and multiple credit card hacks. These lead the company to be faced with class-action lawsuits, but this isn’t the only issue they have had.
Deere, the founder of Lime Crime as stated above, has stepped back publicly to allow the company to burnish its reputation. Doe Deere was very active on both Myspace and LiveJournal back in the early 2000’s, and she was even part of a band. She launched Lime Crime in 2008 as the very first online make-up ranges. This was a pioneer for its time, but unfortunately, the company has created a name for itself as one of the most controversial beauty companies ever.
The founder has a history of online scandals, and one incident that has been the most damaging to Deere personally was her decision to dress up as Adolf Hitler for Halloween in 2007. She explained later that she believed Halloween was about dressing up as monsters and frightening things. In her life and history, Hitler has always been the biggest monsters. This, of course, backfired on her terribly despite her explanation. It is now something that is talked about on the sidelines, but none the less still part of her history while with the company.
Thankfully nowadays the younger customers purchasing the items don’t know about Deere’s history with the brand. She currently has no title whereas before she was the CEO. However, the company does state that they do use her as a muse in the creations for the make-up colors and brilliant hair colors offered through the company. It is her boldly colorful creations that are featured on Lime Crime in the Unicorn Hair dye collection.