One of the most interesting cosmetic brands – perhaps overall brands – I’ve come across lately is Lime Crime. The makeup line was founded by Doe Deere in 2008 and has gone from a tiny eBay store to a massive global company with over three million Instagram followers. Doe Deere is as creative as her makeup line. She is known for rocking brightly colored hair and her creative line of Lime Crime makeup.
Lime Crime is an incredible company. When it first started the company offered a line of lipsticks, eyeshadows, highlighters and a few accessories. When she initially started the company she was studying fashion and initially wanted to be a fashion designer. She had hand made her own clothes since she was young and wanted to share that talent with others. She kept having the feeling that she wasn’t on the perfect path for the rest of her life. After much consideration, she decided that making cosmetics was her true calling in life. She had originally registered the domain name of Lime Crime for her fashion line. However, when she decided that cosmetics were the true gold at the end of her rainbow, she immediately switched her domain name over to become a cosmetics line. Thus, Lime Crime got its start to what it became today.
According to a recent article, Doe Deere says that after she transitioned her company to a cosmetics line, and built a website instead of an eBay store, the company gained its first clients within just one year. Soon after, it became a profitable entity. The company continued to grow at a rapid pace until Doe started to hire more staff and do more social media marketing. She accelerated the growth of the business through a series of online videos where she hosted makeup tutorials. She also received thousands of referrals where fans of Lime Crime shared images of themselves wearing the brightly colored shades.
The company prides itself in putting out highly creative products and especially creating products that appeal to Generation Z. The mascot of Lime Crime is a beautiful unicorn. Doe Deere herself is referred to as the Queen of the Unicorns. She chose the mascot because a unicorn is a brightly painted creature in a world that is full of plain, regular horses. She wanted Lime Crime fans to not be afraid to stand out in a crowd and to express themselves with the company’s bright, bold shades.
Lime Crime’s current products vary wildly. The lipsticks have become the company’s most popular item. The shades come in every color imaginable and are all made to be animal friendly and are all certified by PETA. The makeup is all also friendly to vegans and made from the purest ingredients.
Included in the company’s creative products are eyeshadow palettes that come in a bright shell casing that was designed to look like the ’90s toy favorite, Polly Pocket toys. This is just one example of how Doe Deere is utilizing her and her team’s creative skills to help women express themselves. Learn more: http://www.phillypurge.com/2017/06/05/finding-your-business-niche-like-doe-deere/