Founder of vegan friendly Lime Crime, Doe Deere, has come into the limelight with her striking hair, bold make –up, glitter, and unique color combinations. Sprinkled into the mixture is a charming dash of nostalgia with her Polly-Pocket inspired eyeshadow palette. The launch of her latest venture, Feelunique x Lime Crime Pop Up Shop in London this past April, caught the attention of Stylist.
During the interview, Miss Deere was asked what she thought of the labels, cult beauty brand and cult product. Deere feels the word ‘cult’ is synonymous with ‘unique’. Achieving this status means you are providing something that no-one else can. She feels her company has been achieving this since 2008. In an ever-changing market, it is a big deal to stand out and be recognized as an individual, especially in a crowded market.
When Stylist asked about the importance of being 100% vegan and cruelty free, Deere feels strongly on this matter. She feels this attitude reflects her personal attitude and goals for her brand. In addition, the company participates in animal-related charities which are a reflection of her strong feelings toward being vegan and cruelty free.
When asked about making mistakes along her journey as an entrepreneur, Deere admitted that everyone makes mistakes. The important point is that during the process, one must learn from the mistakes and grow from them. She admits Lime Crime has had bumps along the way but has overcome each one of them. As a result, the company had benefited, become stronger, and for that she is grateful.
When asked about this year’s upcoming beauty trends, Deere said to look out for Pantone’s colour of the year, ultraviolet. Being a unicorn-inspired brand, the bright purple is their ultimate colour. In 2018, the company will be exploring lilac, lavender and various shades of purple, beginning with Venus lil Eyeshadow Palette, which was recently launched.
Deere admits that being an entrepreneur is a huge passion for her. She recommends that other young women who want to get into the business look for gaps in the market and work to create new innovations to fill those needs. She explains that the inner voice is very important and one should always pay attention to it, what it likes, and what you want to exist. The next step is to go out and make it happen.
Stylist pointed out that the Lime Crime collection is very budge friendly. They wanted to know how much work goes into the products, what’s the process, and what is Deere’s involvement in the formulation.
In the beginning, Deere did all the formulating. Today, she has a fantastic team that uses teamwork to perfect the formulations. They firmly believe in their products and if they don’t believe it will work for them, the product does not get made. Learn more: https://www.savoirflair.com/beauty/288147/doe-deere-morning-routine
Packing has been a big issue for Lime Crime. Recently, the Pocket Candy Palette flooded Instagram. When asked about the importance of packaging, Deere states that it is super-important. She states it is just as important as the product inside. There is no sense housing a good product in bad packaging. The inspiration from the packaging came from toys, glossy, candy-like toys, once again bringing the theme of nostalgia to this vegan, unique and trendy company.