One of the untapped niche markets in the beauty industry is the ever growing demand for environmentally friendly products. It is a niche market that Doe Deere identified and strategically positioned her company, Lime Crime, to tap into. Since founding the company in 2008, Doe Deere has overseen the growth of the company from a small startup into a global brand with millions of customers around the world. As the creative director of Lime Crime, Doe Deere ensures that the hair hues, which the company specializes, are made using vegan raw materials. Lime Crime ensures that its production and supply process does not involve any animal cruelty. This new approach to manufacturing of hair dyes is reflective of Doe Deere’s visionary approach to product development at Lime Crime.
Championing for the Unapologetic Look
As the creative director of the company she founded, Doe Deere’s creativity has revolutionized the concept of the unapologetic look. She has propelled the company into a recognizable fashion brand by designing brightly colored hair dyes, which gives Lime Crime clients a luminous look. Her loyal clients fondly refer to her as the Unicorn Queen because of her commitment to turning them into fairies. Indeed, she designed a hair dye that is aptly named Unicorn Hair to pay homage to the mythical creature. The company’s hair dyes designed by Doe Deree leaves the clients’ with a vivid and bright glow that is unmatched in the industry. It is a bold and daring look that is aimed at reflecting the inner beauty of their clients. Doe Deree is dedicated to giving to her clients a retro and magical look that is expressive.
Her products reflect her overarching multicultural background. While she currently resides in the United States, Doe Deree was born in Russia. The hair dyes, lipsticks and lip glosses that she designs for her company are reflective of this culturally freeing nature of her life. Her designs are unshackled by any specific orthodoxy in the fashion industry like her own life. They borrow from her rich cultural diversity and project that richness to the world by going beyond the perceived ‘best look’ in the fashion industry. She is also a champion of women empowerment and frequently speaks in several forums aimed at opening up the economic space for women entrepreneurs.
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