Launched in 2008, Lime Crime is a vegan-friendly, cruelty-free cosmetics brand that inspires individuals to be themselves, unapologetically. The brand is known for it’s highly pigmented, vibrant colors, and unique products. Often referred to as “Makeup For Unicorns,” Lime Crime really plays on the “fantasy” vibe.
Doe Deere, founder and CEO of Lime Crime, once had somewhat of a “fantasy” herself. As a young girl, Deere fantasized about one day becoming a fashion designer in the United States. She loved everything that she knew about the American culture from TV, movies, and magazines and she dreamed of one day experiencing it and living out her dream.
Little did she know that at the age of 17, she would be headed to America. Her mother was going to take the chance of a lifetime.
When Deere’s mother told Deere and her sister that they were going to America, they were terrified but at the same time, there was an overwhelming sense of excitement. It was finally happening! They were going to America!
The family settled in New York City — one of the toughest places to “make it” in the United States. Despite the odds stacked against them, they started working right away. Unfortunately, Deere’s mother couldn’t get her paperwork situation sorted out quickly enough, so she ended up having to work odd jobs instead of the accounting jobs she was qualified for. This made finances very, very tight and shortly after their arrival in the U.S. of A, Deere and her family solemnly checked into a homeless shelter.
It wasn’t ideal — they had one tiny room with a bed — but they made it work. For their meals, they would head down to the local church and get food from the church pantry. They were grateful for the help that they were receiving.
A social worker at the homeless shelter later introduced Deere and her family to a non-profit organization called Sanctuary for Families that helped immigrant women in need. This organization helped Deere and her family immensely. They were later able to land an apartment in East Harlem — a rough area, but they were grateful for a place to call home — and the leader of the non-profit helped Deere get into the Fashion Institute of Technology.
By 2008, the rough ordeal was over. Deere launched her very own cosmetics company, Lime Crime, and later founded Poppyangeloff, a fashion brand. Doe Deere is an absolute inspiration.