Founder and CEO Doe Deere launched her makeup line Lime Crime in 2008, taking her inspiration from the bright colors and patterns of her clothing designs. Born in Russia and raised in New York City, Deere quickly gained popularity with her unique collection of lipsticks and eyeshadows, playfully packaged and promoted as “Make Up For Unicorns.” Lime Crime launched their signature Unicorn Lipsticks in 2009, making them among the first to promote distinctly radical lip colors for everyday use and trendsetting. The first Velvetines followed in 2012, further leading the way for liquid to matte lipsticks. Lime Crime has also introduced items such as zodiac glitters (each color inspired by the twelve astrology signs), Venus eyeshadow palettes, and nail polishes ranging from bold mattes to pastel opaques. With catchy shades like “Beet It,” “Salem,” and “No She Didn’t”–to name only a few–Lime Crime has made a savvy name for itself curating cosmetics that stand apart from other mainstream lines. Lime Crime’s celebrity fanbase has boasted the likes of Katy Perry and Taryn Manning, with YouTube dance phenomenon Larsen Thompson headlining as the face of the Venus2 campaign this season.
Facebook shows all products in the Lime Crime line have been cruelty-free since its initial launch in 2008, with additional vegan formulations fully implemented as of 2012. Founder Doe Deere oversees all product development, and Self-Made Magazine recently named her a top inspiring female entrepreneur. To date, Lime Crime has donated over $16,000 to charities benefitting women, children, and animals, and an extensive list of charity recipients can be found on their company site. Follow them on Tumblr for makeup tutorials, otherwise the Instagram feed is perfect to keep informed of new Lime Crime products.