Inspirery is a platform that conducts exclusive interviews with entrepreneurs and celebrity businessmen. Recently, Inspirery sat down for a talk with Lime Crime Cosmetic’s founder and CEO, Doe Deere.
Doe Deere is described as the “Unicorn Queen” for her colorful choices in clothing and hair dye and makeup. She was born in Russia but grew up in New York City, this is where she studied fashion design. During her time spent studying fashion design, she would gather the knowledge required to start her own company, even if it wasn’t in the industry she originally intended.
The interview started off with the obvious question when the interviewer asked her how she got started in the business. “I began with designing and making my own clothing designs,” Deere replied. “I got the idea to create my own makeup to complement my outfits when I modeled them for the website…I couldn’t find the exact bright colors I wanted, [so] I decided to start making them.
Doe Deere says she has always had two passions in life. One of them is makeup and the other is fairy tales. “I decided to combine my two loves to make an imaginative…brand that’s fun for everyone to wear.”
The interviewer pressed Deere for her methods of money making next and she says that her magically inspiring and cruelty free cosmetics are available online and an in retail stores all across the United States. Lime Crime’s makeup is even available in some international markets.
It didn’t take Deere very long to start turning a profit, she says that she first began selling her clothing independently on eBay in 2004 and in less than a year she was selling her products at a steady-pace. It was eBay where she created her very first online market place. Four years later her makeup store officially launched as a collection of eye shadow, several types of blush, glitter, primers and fine crushes that started at only 12 dollars. Learn more: https://www.limecrime.com/about/
Doe Deere took an unconventional path of marketing her products to consumers. She made make up tutorials online, using word of mouth and clicks to make the public knowledgeable of her brand.
It was with her makeup tutorial filled blog, which also hosted contests and challenges for its readers, that she made her first sale. Doe Deere says her main marketing strategy now is to always listen to feedback and to give people what they want. “People will tell you what they want,” she began. “So listen to what they’re saying and respond appropriately in social media and in your advertising campaigns.”
The interviewer closed out the session by asking Doe Deere exactly where she got the unique name for her brand and she reminded the interviewer that she loves fairy tales. “[Fairy tales] will rhyme just because,” she said. “I loved the way lime crime sounded…and my brand always enjoys playing with words and creating as many fun puns as possible.” As an example she mentioned one of her brand names “Airborne Unicorn.”