Lime Crime Founder Doe Deere is Breaking the Rules, in a Good Way

Doe Deere, famous on instagram for her color makeup, is the owner and CEO of Lime Crime Cosmetics, a company dedicated to creating make up that does more than cover imperfections. Born in Russia and raised in New York City, she creates bright and flashy cosmetics for her fans, whom she calls “unicorns”. In her words: “unicorns are people who were born different, are aware of it and proud. I think it takes a very specific kind of a person to rock the shades we produce — someone brave, someone who loves color, someone who defies expectations.”

The name Lime Crime, according to Doe, came from an old Ebay account she created for her DIY fashion line. Pleased with the rhyme and reference to bold color, she stuck with the name and created a brand that reflects her love of coloring outside society’s lines. Her colors may dazzle, but Doe Deere is, at heart, a successful entrepreneur. She was recently named one of the Top Inspiring Female Entrepreneurs by Self-Made magazine, a list that also included Paula Deen and Arianna Huffington, the founder of Huffington Post.

In the Bustle article “Doe Deere Of Lime Crime’s Favorite Fashion & Beauty Rules To Break,” Doe adds her signature dose of color and creativity to several fashion laws. There are seven standard rules listed, and Doe guides the reader through her methods of shattering those standards while still looking flawless. She advises caution with some fashion rebellions; Mixing too many patterns in one outfit or pairing unnatural hair with bright clothing can be disastrous if done hastily. Her underlying advice for these moments is to create a color scheme of both matching and complimentary colors and carrying that scheme from head to toe. It seems like basic fashion advice, but Doe Deere’s twist is to be unafraid of busy and flashy colors. As she states in the article “My favorite [color] combos are pink and green, peach and periwinkle, hot pink and lavender.” With a brand name like Lime Crime, that is hardly unexpected.

The rest of the rules she advises readers to break completely. Pairing socks and open toed shoes may be a big no-no, but doing so can create new, chic combinations that bring summer shoes into winter. Dressing your age is another fashion law Doe does away with, extending it to teens who want to wear loafers and mothers who wish to wear mini skirts. Finally, she expounds the idea that occasion specific clothing, such as evening gowns, should be worn whenever the wearer pleases. All of Doe’s rule breaking suggestions, though, can be boiled down to one specific line of advice: “Wear whatever it is makes you happy, because that’s what fashion is about. Pleasure, creativity, and living out loud.”