How Lime Crime Founder Doe Deere Became Queen of the Unicorns

In a recent interview with Guest of a Guest, Lime Crime founder Doe Deere gave advice to the next generation of entrepreneurs. Her advice was stunningly poignant and highly applicable in any industry. She encouraged people to follow what is in their heart and to live as their truest self. It is her firm belief that we all have a unique gift we are meant to share with the world. She says that in most cases we believe we should follow a certain path and that leads us to shy away from following that dream. She uses herself as an example, stating that she never imagined Lime Crime would take off the way it did. It was a business she built for herself because she was truly passionate about bringing her beauty line to market. The success followed simply because she was true to herself. Learn more:


Doe has lived a fascinating life. She came to the U.S. from Russia to live in New York City when she was in her teens. She has always had an entrepreneurial drive, starting her first business selling temporary tattoos when she was just thirteen years old. She was in a band where she met her husband. She also worked in the world of high fashion prior to founding Lime Crime.


Lime Crime has been a disruptor in the beauty industry from its inception. The company is best known for shaking up the way people shop for lipstick by showcasing the shade on a real set of lips, rather than a simple swatch of color. This helped people find the color they were really looking for.


Lime Crime has also put a huge focus on utilizing content from real people in its marketing and social media campaigns. In fact, if you go on the Lime Crime website right now you will find a large panel devoted to pictures that real Lime Crime users shared of themselves in the various makeup shades. The section is called #HowYouWearIt. The company’s social media strategy also focuses heavily on showcasing real people wearing the various shades and styles of Lime Crime. In doing this, Lime Crime has built up an incredibly loyal fan base of repeat customers.


Lime Crime fans fondly call themselves unicorns because of their shared desire to stand out as something special in a world full of plain horses. They fondly call Doe Deere the Queen of the Unicorns.