Lime Crime founder Doe Deere considers make up a “journey of discovery and experimentation” in fun. Her cruelty-free, vegan cosmetics line began painting the world in bright colors in 2008.
Named on of Self-Made magazine’s 2014 Top Inspiring Female Entrepreneurs, the Russian born Deere originally named Xenia Vorotova, continues to take the fashion world by brightly hued storm. She started out on Ebay, selling her handmade fashions in 2004. It’s her makeup line, launched four years later though, that thrust her to the forefront of the cosmetics industry. She now runs the company with husband Mark Dumbelton, who serves as the company’s president.
Her playful attitude toward make up encourages experimentation. She told Galore magazine that’s it’s not about “looking good” for her, but about fun. That’s an attitude she’s embraced since her first brush with make up at nine years old. At a friend’s sleepover she applied witchy makeup to she and two friends – dark pink eyeshadow and crookedly applied winged eye liner and lip gloss. The threesome was conjuring spirits and Deere felt the makeup would add to the ritual.
Deere considers social media an important part of the “entrepreneurial journey.” She says her favorite aspect is the immediate feedback social media provides. Her brand retains a strong connection to its customers, who she calls “unicorns.”
“To me, unicorns are people who were born different, are aware of it and proud. I think it takes a very specific kind of a person to rock the shades we produce — someone brave, someone who loves color, someone who defies expectations. In other words, a true unicorn,” she explained in her Galore interview.
The now New Yorker provides inspiration for a new generation of female entrepreneurs alongside women like Suze Orman and Arianna Huffington. She draws her own inspiration from visionaries with a “fearless sense of style” such as Dita von Teese and her friends Stella Rose and Elena. The fashion maven who became inspired by antics with her good friends still draws her inspiration from the same well – her own backyard, so to speak. She does admit to one male influence though – the legendary designer Karl Lagerfeld. When shopping for fashions by others she favors Betsy Johnson’s 90s collections and Meadham Kirchhoff and Miu Miu.
In her spare time, Deere writes and performs music. She released an EP, “Supernatural,” in 2008. It spawned three singles, “SF Disco,” “Mona Lisa,” and “One Touch.”