Doe Deere: The Queen of Unicorns

Lime Crime is an electronic retailer of makeup products looking to turn its industry on its head. It wants, if it is not already doing so, to be a revolution from the way people shop for makeup to how they feel wearing it. Being a company which was born and only exists in the virtual marketplace, it has grown to lead social and digital spaces continually setting trends and establishing new standards for quality and performance.


Such a company is the brainchild of the “Queen of Unicorns,” one Doe Deere, a Russian immigrant with a passion for makeup and a love for all things rainbow. She was born in Russia, where she lived the first 17 years of her life before moving to New York City. At the age of 13, her entrepreneurial side manifested itself. She established her first business, back in Russia, selling temporary tattoos. According to Doe herself, these were a novelty at that time and it was an experience she that brought her much joy. After discovering them, she made them popular by wearing them and convincing others that there is nothing wrong with displaying temporary body art. After that, she sold them to her classmates.


At the Big Apple, where she lived for 14 years since 1998, Doe attended the Fashion Institute of Technology and realized her biggest dream of becoming a musician. Her involvement in the music world became a medium through which she learned about marketing, what it is like to have a career, and what it means and feels like when the public shows interest and appreciation for one’s work.


Not only has he enjoyed being a musician, and doing so in New York City, she has also enjoyed the additional benefit it brought her; meeting her husband. They were in the same band together and their interactions taught them about collaboration, because they were both songwriters. Creating music together, as well as promoting their work, was the way they became a solid and powerful team.


Lime Crime was born because Doe has always been a fan of bright and uncommon colors. The fashion industry, however, lacked them back in 2008, as it was submerged in its natural look moment. Since she could not find them, she started making them, and the rest is history, as it is often said. She was pleasantly surprised at how many young women showed interest. It is this interest that has made the company profitable.


Makeup provides Doe, and she wishes it does so for other women as well, the freedom to express who she is without the fear of being judged. Having a fashion background, she is a firm believer in that makeup, fashion and hair are blood brothers (or sisters), and are the holy trinity through which women everywhere express themselves.


The single best advice that she can provide young women who have goals and ambitions is to go where the heart leads. She believes that every person is unique and has something to offer, and when a person determines what that is and how to make intelligent and responsible use of it, then that is when he or she starts to move toward a fully realized potential. Many people care about the same things that are important to every human being. We share interests, and the love for makeup was the gateway to Lime Crime and its prosperity. Learn more: