Posts in Category: Women in Business

The Deere Philosophy: Follow Your Gut

Ranked as one of the Top Inspiring Female Entrepreneurs, Doe Deere is aiming to make dreams come true through her company, Lime Crime. The whimsical entrepreneur helps women and girls follow their dreams and express themselves, unapologetically with bright, fun colors. The Queen of Unicorns (with an international fan following), launched her cruelty-free makeup line, Lime Crime Cosmetics in 2008.

Working closely with a chemist, the Russian-born, New York-raised, beauty executive develops a magical line of highly pigmented lipsticks, eye shadows, and nail polishes. As one of the first cosmetics companies to sell cosmetics online, Lime Crime continuously pushes the envelope to make e-commerce shopping a fun experience for their customers. In fact, it led the way in designing the online lipstick swatch, which has now become an industry standard.


The name Lime Crime is the result of an accidental purpose. An excited Deere came up with the name ‘limecrime’ while registering her e-commerce store to sell her DIY fashion line on eBay. The color lime reminds her of her favorite color (bright green). The word crime came about as she started thinking about her dream and a funny thought popped into her head—wearing the vibrant shades of lipsticks, eye shadows, and nail polish might be considered a crime in some circles. Plus, the two words rhymed, which fit right into Deere’s empowerment philosophy.


Today, the name is the guiding force for the company, encouraging women to color outside the lines. Deere tries out all the products herself before sending them to production to ensure her customer’s have a genuine Lime Crime experience.


Deere often speaks at events like the PHAMExpo to explain the details of this color revolution and the power that comes along with being true to one’s self. As a woman who started a business on her own terms, she knows that women are most successful when they find their own voice. It is one of the reasons her makeup line has names like “No She Didn’t” to describe blue lipstick. She advises women to, “Stay true to your vision, no matter how odd it might be. Don’t be afraid to be different and stick out, and you’ll succeed.”