Doe Deere, trend-creating founder of Lime Crime and godmother to unicorns everywhere, cites rules of fashion and beauty just to break them. “Beauty is what feels right at the moment,” Deere explains.
A precursory glance at Deere’s Instagram indicates what feels right to her as the moments go by: Think anime, “The Little Mermaid,” the land of Oz and a touch of carnival filtered through the lens of a consummate color-smith, entrepreneur and artist.
No electric hues are off limits, which is right to the point. Lime Crime, described as “makeup for unicorns,” showcases rich, bright, vibrant and almost theatrical makeup that is entirely cruelty-free.
Ruby slippers and the Emerald City are but child’s play to Deere, who advocates bold eyes paired with bold lips, different prints in the same outfit and socks — preferably colorful — worn with open-toed heels or shoes. Deere believes that a simple eye with bold lips is no fun. “I like to break this rule on the daily,” she confesses.
While Deere advocates wearing multiple colors and clashing prints together, she clarifies the potential pitfalls and offers tips for pulling off the feat properly. The trick is to color-coordinate hair, makeup and outfits. For those just beginning to venture into wearing multiple prints, this rule also applies. Deere keeps her pattern-pairing to a single color scheme, for example.
Experimenting with color and expressing herself through fashion and beauty is nothing new to Deere. Born in Russia and reared in America, Deere was a budding artist as a child. In 2004, she began selling a DIY fashion line on Ebay.com under the handle “LimeCrime.” The unique handle referred to her favorite color and the seeming illegality of having so much fun while working.
Deere modeled all her own clothing and simultaneously experimented with hair and makeup. She soon acquired a following that quickly multiplied. Deere’s confidence grew, and she debuted bolder palettes within her various looks, and the looks quickly became her signature.
Deere’s aesthetic breaks fashion and beauty rules as well. Deere pairs unnatural hair colors with clothes of similar hues. She also scoffs at age-appropriate clothing, citing Betsy Johnson as an inspiration. She believes that wearing what makes her happy trumps the need for occasion-specific dressing. “Everyone should wear whatever makes us feel like our most expressive selves,” she says.