In 2008, a Russian-born girl with a bright and bold aesthetic decided to launch a cosmetics brand. Doe Deere had been playing around with colorful makeup and whimsical fashion since she was a little girl, and she was disappointed to find that popular makeup brands weren’t offering the bright and colorful products she was looking for.
Today, Lime Crime boasts millions of social media followers and its playful products fly off the shelves. Beauty bloggers can’t wait to get their hands on the newest Lime Crime products to share with their devoted readers. Retail giant Urban Outfitters has even taken an interest in Lime Crime’s coveted cosmetics, adding the brand’s famous lipsticks to its e-commerce website.
Deere can breathe a sigh of relief now that her entrepreneurial dream has paid off. By staying true to her own unique aesthetic, she has earned the loyalty of millions of fans who love her unique point of view and look up to her as a beauty guru. However, launching and maintaining such a successful company wasn’t always a piece of cake.
Deere is refreshingly candid about her past struggles and insecurities when it comes to Lime Crime. Notably, a security breach a few years back left an enormous number of Lime Crime customers vulnerable as their financial information was stolen. It took Deere considerable time to increase the security of her company’s website and earn back the trust of her followers.
Today, Deere knows her business like the back of her hand. Through trial and error, she has developed a keen understanding of how to maintain Lime Crime’s success through different business strategies. As the CEO, she has learned the importance of being the kind of boss who is fair and personable. By letting her employees know that they are valued, they are more productive and personally invested in the success of the brand.
Deere has also learned the importance of offering top notch customer service. She has realized that in order to keep customers coming back, good communication needs to be maintained and customers need to feel valued.
Perhaps the greatest asset to the company that has brought Deere so much success is her unique aesthetic vision. Instead of setting out to capitalize on current beauty trends, Deere introduced something fully unique to the cosmetics industry. She launched makeup products that feature playful imagery and unique color choices. By filling in this gap in the market, her brand is easily recognizable. Plus, the products are vegan and cruelty-free, appealing to animal lovers.
When asked if Deere has any advice for other entrepreneurs out there, she insisted that business-minded people trust their intuition. She credits her own success with her reliance on her gut feelings. Clearly, her gut feelings have been right so far.