In the past, those looking for colorful, vibrant, and unique lipsticks didn’t have many choices. Doe Deere noticed that many women like her with similar taste had difficulty finding satisfactory colors — which lead to her starting of the company Lime Crime.
Doe had a variety of inspirations for her company — from why she wanted to start the company and who it would appeal to, all the way down to the reasoning for the name. Doe states that she wanted to start the company as she found that lipstick colors that were as bright and as unusual as she would like were hard to come by. As such, she wanted the company to appeal to other women with similar tastes to her own. Finally, the name came from the name of her favorite color — lime.
As one might imagine, Doe was given some issues when first starting up her company. Many people believed that it wouldn’t be possible to create an online-based makeup company, as women prefer to be able to try makeup on before purchasing it. This is, however, what lead to Doe’s idea, and the new industry standard — displaying the color on an actual person’s lips. This gives customers the opportunity to see the color pop in the way it was intended to be used, and as such, has become the new standard for many other companies — with Lime Crime being the first.
This is not the case, however — she spends most of her time in meetings, whether it be with the president and vice president, or her creative director; sometimes also working on creating new colors for her line, all the while ensuring it meets the needs of her customers.
When she first started LimeCrime, Doe knew that she would be appealing to an audience with taste similar to her own — a niche of sorts that wanted extremely bright and colorful lipstick. As such, Doe has actually said that she doesn’t sell any makeup that she doesn’t feel matches her own style, as she feels it would not match her customers’ style.
Finally, everyone has their own inspirations. For some it’s a family member or loved one, a romantic partner, or even just the ideals of a better life. In Doe’s case, however, the inspiration came from her beloved husband — whom had supported her from the beginning, always being by her side for over 16 years. Her husband is currently the president of LimeCrime, running the company with Doe.