It’s not every day that someone starts a company on an e-commerce website that goes on to become a success in its own right. But that’s exactly what happened Lime Crime and its founder Doe Deere. Back in 2004, Doe Deere registered a company on e-bay and named it “Lime Crime”. Lime Crime can be described as a do-it-yourself cosmetics company. And it is also one of the first companies, especially cosmetic companies, to be exclusively a digital-based company.
What makes Lime Crime Different?
From the get go Doe Deere wanted her company to be different. Her makeup style reflects here attitude towards cosmetics and life in general. Even for someone who knows nothing about cosmetics will immediately notice that her products are located on the bright side of things! That is, Lime Crimes makeup products are very colorful. Almost to the point of being garish for some. But that is exactly Doe Deere’s point. She believes in two things when it comes to makeup; it should be seen as a fun activity and cosmetics are not only about hiding imperfections, but also a form of art where you can express yourself.
In fact, she even has a name for her customers and she calls them unicorns. The reason why she gave them that nickname is that as she puts it, is the type of person who is “born different and proud of it”. She feels that it takes a certain type of personality to pull off the colors that they offer. Whether you agree or not with her sense of style, one thing for sure is that she has turned her attitude into success. Today she is considered to be one of the most successful self-made women in business. One of the proofs of that is her appearance on the cover of “Self-Made” magazine along with other well-known successful women. The magazine named her one of the “top inspiring female entrepreneurs” in 2016.
Today, Doe Deere still maintains her childhood passion and attitude towards colors and continues to be a major decision maker of the company’s products by helping to create them. Lime Crimes products are animal-friendly and cruelty-free.