wewomen Newsletter
Inspirational Women: Doe Deere
Article in images

Following her footsteps - Doe Deere's Mini CV


Doe's Mini CV

– Moved to New York from Russia, after just graduating from high school.

- Launches DIY fashion label under the name Lime Crime (lime being Doe’s favourite color).

Late 2004/2005 - Doe is the first person to offer free make-up tutorials on her website, which becomes Lime Crime’s trademark

2008 - DoeDeereBlogazine.com is born, a makeup/fashion/lifestyle blog. Doe begins ground work for Lime Crime Makeup.

2009 - LimeCrimeMakeup.com is launched, offering a 20+ range of bright eyeshadows exclusively through the website (most vegan-safe).

October 2009 - Lime Crime Opaque Lipsticks hit the market. 272 units are sold within the first 24 hours. The brand gets recognition from Nylon, MTV Buzzworthy, Daily Candy and Teen Vogue, as well as shout-outs from high-profilers like Isaac Mizrahi and Kat Deeley.

November 2009 - Doe makes acquaintance with Poppy King, an Australian entrepreneur and helps Lime Crime on the path to retail. Poppy introduces the brand to to Space NK

March 2009 - Lime Crime donates a percentage of proceeds to Bideawee, the nation's oldest no-kill animal shelter.

April 2010 - Lime Crime's range of 10 intensely-pigmented lipsticks launches at SpaceNK throughout UK and USA. The first run is sold through within 3 days. SpaceNK is the first physical retailer to carry the brand.


Alison Taylor
Reader ranking:1.8/5 
Rank this page: 

Don't miss...
Celebrity silver foxes: hot men with grey hairDecision-making: A guide for the indecisive
Fatigue fighters: 8 foods that boost your energyThe best ideas for New Year's Eve worldwide!
Latest… 2018/01/05
Compulsive spending
Managing money
Scrapbooking: making a scrapbook album like a pro
Work for yourself - get your small business online
See all Women in Focus guides
Teaching kids about money
See all Women in Focus videos