Doe Deere is the CEO and founder of Lime Crime Cosmetics. Born in Russia then raised in New York City, she wants to promote cosmetics as a form of self expression and freedom, not just make-up to cover imperfections. Her line of cosmetics gives women a freedom to enjoy the moment. It allows you to express yourself and your individuality. Her mission is to change the public’s perception that make-up makes everyone look perfect. Her line includes bold colors. She encourages women to be rule breakers. Rules are not suppose to bind us but guide us. She believes that the rules of fashion are generic. Everyone should not look the same because being unique and whimsical shows individuality. She also thinks that her line is stylish even with her carefree line of bold colors for hair, lips, and face. Every women should try to break at least some of the outdated rules of fashion such as “Don’t wear a bold eye with a bold lip” or “Don’t mix too many patterns”. “You have to dress your age” and “Don’t wear socks with open toed shoes or heels”. These restrictions are out dated and limit women’s creativity. Gone are the days where we all had to look and be alike. Be you and love it!
As an entrepreneur and business woman, she occasionally speaks to groups about achieving your goals and dreams. She has first hand knowledge as she started out small and then later achieved her own success in her own way. She mentors and sponsors other female entrepreneurs so she can share her knowledge and strategies with others. She promotes positive attitudes and intuition. She is also a huge advocate for treating colleagues and employees with respect and kindness. She feels the old way of demanding respect from employees is out of date and wrong. She wants people to want to work for her and her company. She feels they will be more productive and vested if they are happy to be working there.
She is very excited about the shift in consumers from stores to internet. Focusing on her line of cosmetics as they are placed on a website has led to huge growths in sales. This trend enables small businesses to reach customers without a physical address or building. This is exciting news for businesses and consumers alike. No more are we tied to the old ways of shopping. It opens the door for new businesses to share produces that otherwise couldn’t be available to the general public. E-commerce is the direction shopping is heading.