Say you want to found an indie makeup brand, and have a quirky name for it. This may sound like every Pinterest girl with a dream, but for Doe Deere, it became a reality in 2008.
That’s when she took her fashion line, Lime Crime, and built a makeup brand with the same name. Doe Deere saw a need in the makeup world that wasn’t being filled at the time: a place where anyone could express themselves through bright, original makeup without limits.
Lime Crime quickly exploded in popularity. You can now find the brand all over Tumblr and Pinterest, where girls and boys with some attitude sport the makeup line’s famous quirky lipstick colors. Doe Deere developed an industry first for lipstick: a liquid-matte formula that stays on without cracking, smudging, or fading. With names like Choker, Shroom, and Marshmallow, these “Velvetine” lipsticks are a staple in the date night or Halloween makeup bag. They won Allure’s Best of Beauty Award in Russia.
But Lime Crime isn’t just lipsticks – they also sell cheek and face highlighters, eyeliner, and the brand’s newest creation: Unicorn Hair, a semi-permanent hair dye that comes in wildly vibrant colors, perfect for anyone who’s been obsessed with the rainbow ombre hair trend. Instagram and Tumblr just about died when they came out.
Doe Deere was recently interviewed in the LA-based Guest of a Guest magazine on how she keeps rocking and rolling. Her success story isn’t a conventional one – she simply started with an idea for vivid, uncomventional makeup, without any external backers. Lime Crime is one of the first makeup lines to achieve its success almost exclusively online. Doe Deere acknowledges that social media definitely has a role to play in the brand’s success – without its loyal fans hearting posts on Instagram or spreading the word on Twitter, they wouldn’t have the same exposure or positive reception.
Doe Deere hopes that Lime Crime inspires other ‘unicorns’ – her name for fiercely independent, unique makeup lovers – to stay true to themselves and rock any look with confidence. Judging by the brand’s positive reception, she’s on the right track.
Follow Doe Deere on Twitter @doedeere.