Little did Doe Deere know that her desire to find makeup as bright and vivacious as she would turn into one of the most well known cult makeup lines today. Deere started her company back in 2008 on eBay before most makeup retailers ever sold anything online. Deere launched her makeup online long before most other makeup lines and she was often told there was no way she’d be successful because her customers couldn’t try on the product and she’d never get anywhere. She believed in e-commerce and proved them wrong. Deere’s brand was one of the first to come up with the idea of using lipstick swatches on actual models so customers should see what the colors looked like on others with their skin tones online, as well as being one of the pioneers in creating a liquid to matte lipstick formula that’s long lasting and cruelty-free, as are all of Limecrime’s products.
When Deere started her business, she thought there were only a few others like herself looking for makeup in unusual and bright colors. The response to her line was almost more than she could keep up with in the beginning; with great word of mouth and feedback, customers waited with eager anticipation for each new launch. Doe Deere herself has said that the most important things to her and her business are keeping her “unicorns” happy, a term she uses to refer to her customers, whom she says are people that are aware that they are different than others and happily embrace it.
Limecrime stands out amongst its competitors as their colors are difficult to duplicate, and her brand continues to delight and amaze her unicorns. Deere has some of the best, brightest, and most unusual shades out there, and she still manages to keep the prices fairly affordable without sacrificing quality. Although other brands are starting to add more ranges, and unique colors, Limecrime has the market cornered with variety, price, and their customer loyalty. Her business is transparent, and the company takes their customer relationships seriously.
Doe Deere could not predict how big her products would become, because, as she so aptly puts it, she was just a girl who had her own ideas about who she wanted to be and what she wanted to look like. So she created Limecrime and in the process created a brand that many of those out in the world who feel they don’t fit in, or have been told they are too bright and colorful can come and feel they are amongst friends. Doe can relate, and I’m sure she would say, “Welcome to your new family Unicorns.” If she continues as she has these last few years, her only worry will be how to keep up with demand!
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