In 2004, when Doe Deere opened an eBay business to sell her DIY fashion, she noticed that the fashion e-commerce world was devoid of something very important: color. As a natural-born leader, she painted her face in bold and bright hues and launched a trend that is still thrilling beauty experts twelve years later.
Doe was born in Russia, but she grew up in the fashion-obsessed streets of New York City. Since she was a little girl, trying on her mother’s makeup when no one was looking, Doe approached fashion as a crucial means to self-expression, opening a door into the world of her dreamy imagination which millions of beauty consumers are now praising her for. As the founder and CEO of her cosmetics line, Lime Crime, her whimsical and humorous approach to makeup has become an e-commerce sensation.
When Doe launched the cosmetics line in 2008, she had her sights set on developing a lipstick which would be as high in quality as it would be playful and unique in its presentation. With this goal in mind, she created the Unicorn Lipstick line, a line of highly pigmented lipsticks in bold colors, featuring packaging that depicts a sparkly unicorn. As other lipstick brands were lacking in imagination when it came to the packaging, the product line was an instant success.
Since launching Unicorn Lipsticks, Doe has developed a seemingly endless number of cosmetic hits. Her company has expanded to include eyeshadows, nail polishes, and other popular beauty essentials. The company has earned a remarkable amount of revenue for an independent online business, proving that Doe is an entrepreneurial force to be reckoned with.
Doe believes that much of her success is due to her complete dedication to her brand. From the launch of Lime Crime, Doe knew that she had no choice but to represent herself and her imagination to the fullest. Perhaps in 2008, iridescent packaging and unicorn imagery was not a leading trend, but now in 2016, major beauty brands are emulating her unique dreamy style.
Now a highly successful CEO, Doe has years of experience in running a business under her belt. She believes that to maintain the brand’s success, it is essential that her employees feel that they are valued, and she treats her employees like her own family. But, most importantly, she understands that the secret to her success is trusting her gut and her own unique aesthetic, developing a brand which is true to herself and captures the imaginations of beauty lovers everywhere.