The Colorful Entrepreneurial Life Of Doe Deere

Doe Deere, or Xenia Vorotova, is a Russian-born entrepreneur living in Los Angeles, California who had made a significant impact to the society when she introduced makeup products with bright and vivid colors to a lot of consumers online.


How Her Company Started

Lime Crime was initially the username that Doe Deere used in 2004 to register to the eBay website where she sold the fashionable garbs that she had sewn and modeled on her own. To provide the potential clients with ideas on how to look great with the clothes she creates, Doe often worn radiantly colored cosmetics to complete the appearance. During the same time, she realized that makeup companies rarely produce colorful beautifying items. And that was the reason why in 2008, Deere founded her own company, Lime Crime, where she used to serve as the CEO until 2018.

How She Generates New Products

Doe’s fundamental rule is to allow the designs of brand-new cosmetics to enter her mind naturally. The process may take weeks or months, but when a concept does come, she and her entire team act on it on automatic. Other than going to meetings with her staff, Deere personally supervises the laboratory work as well to ascertain that there will be no glitches in the manufacturing stage of the products.


Doe Deere does not make use of ingredients that came from animals either. She is an avid supporter of vegan makeup goods. Her merchandise has the stamp of approval from pro-animal welfare organizations such as Leaping Bunny and PETA for being created without inflicting any harm to the animals.

The Role Of Internet To The Business

Lime Crime is one of the companies at present that does not rely on a physical store to gain or retain clients. Instead, Doe Deere markets the company’s merchandise through a virtual space as it creates a more satisfying interaction between them and the consumers.


According to Doe, this way of brand advertising did not receive a vote of confidence from many seasoned entrepreneurs. After all, women – her target demographic – traditionally like going to beauty counters to try the cosmetics on rather than view them on paper. She worked around this obstacle, however, and invented the on-lip swatch in which they apply the lipstick on an actual model to give online clients a closer look of the product. It became a trend that a lot of companies soon recreated.

What Helps Her Brand Succeed

The beauty items that Doe Deere craft appeal to the color-loving people since, first and foremost, the brand owner only stands behind merchandise that she appreciates and believes in. In addition to that, before a specific makeup gets released on the market, Deere makes it a personal duty to test it on herself for several days. Her goal is to ensure that the color intensity and the materials utilized to generate the cosmetics pass her standards. It merely shows how involved she is in every procedure that her products go through.

Final Thoughts

In 2018, Doe Deere decided to sell Lime Crime to a private company, but she stays as one of its board of directors. It gives her more legroom for creativity while seeing the brand that she founded flourish.

Life can’t get any better than that, right?