Lime Crime Cosmetics is one of the most high in demand indie brands out there. It’s a cruelty-free, vegan and fun make-up brand that offers lipsticks, eye shadows and eye liners in bright and vibrant colors. Thanks to social media, like Instagram and Twitter, Lime Crime Cosmetics, as well as founder and CEO; Doe Deere gain a lot of popularity and new customers. Doe Deere stated that Instagram is more than just social media to her. It’s a platform for ecommerce and to be in touch with customers on a more personal level.
Doe Deere, the pioneer of the “on-lip” lipstick swatch, created Lime Crime in 2008, as a DIY fashion line, which she sold on eBay. Being a one woman-operation at that time, she had to model her clothes, as well as doing her own hair and make-up. Being disappointed with the make-up world and not being able to find bright, vibrant pigments, she decided to create her own make-up.
In 2008 Lime Crime Cosmetics was born and with that the first “Unicorn Lipsticks” were launched. In 2012, Doe Deere broke the internet again with launching the “Velvetines”, the first liquid lipstick that is matte. Lime Crime was the first indie brand, that convinced women to be able to buy lipstick online. The clever “on-lip” lipstick swatch shows how the color looks on real lips, rather than being crushed or swiped on a piece of blank paper.
The unicorn Queen, whose birth name is Xenia Vorotova moved from Russia to New York City at the age of seventeen to pursue a career in fashion. She went to the Fashion Institute Of Technology and got a degree in fashion design. However, she found more interest in make-up and believing strong in something she visualized for years. Being a fan of bright colors, unique appearance and strange combinations of patterns, Doe Deere became the “It” girl on the internet. Her blog was overflowing with questions and supporters and a lot of young people found the strength to be strong, unique and different, just like her. She was the leader of a new community.
Doe Deere often declares, that there are no rules, when it comes to make-up, hair and clothes. Lime Crime Cosmetics stand exactly for that; be you, be unique, be free. The Lime Crime CEO sets a great example of investing in a business that is you.