How can makeup give you freedom?

Doe Deere, founder and CEO of Lime Crime cosmetics, says that putting on a palette of colors and textures that allow you to stand up and define beauty in your own terms is self-empowering.

When you choose something that makes you happy and not what society says you should adhere to, that is where the freedom emerges.

Doe Deere tells that her unique makeup brand gives you the freedom to express yourself “without fear of judgment.”

She launched Lime Crime in 2008, going up against the big cosmetics companies that liked selling their beige-y palettes and singular red lipstick shades. That kind of makeup was like a boring, stiff uniform that women wore to fit in and appear feminine.

Lime Crime is all about the pretty, but there aren’t any rules or tradition. Doe Deere created an online makeup brand that gives you the power to take your look to a whole new level. Naughty or nice, it’s up to you.

Apparently, Lime Crime’s message is working because the brand has built a huge presence on social media sites like Instagram. Women and men go cuckoo over each new palette that comes out, already turning the brand’s Venus grunge palettes into superstar cult status. These eye shadow colors look like bruised peaches and other ripe fruits, giving the eyes tremendous pops of beauty.

Lime Crime thrives on glitter, crystals, iridescence, intense pigments and strange shades like squash and cement, neon orchid, alien green, gold metallic and blue. Doe Deere has even ventured into the hair color game, offering customers some bad a** semi-permanent hair dyes in rainbow bright shades.

Women enjoy wearing the makeup and hair color and sending their selfies to Lime Crime’s Instagram page. It’s one of the most vibrant and creative social media spots to visit. Doe Deere likes engaging with her global fan base, and the women and men there all inspire each other.

Doe Deere is not the kind of CEO that sits there cashing a paycheck. She is hands on in every aspect of her independent makeup company. She helps develop each product and works closely with the lab chemist. If a new makeup item she wears doesn’t live up to the hype, it’s tossed out, and she begins anew.

Doe Deere recently made the list of Self-Made’s Top 50 Most Inspiring Women Entrepreneurs.

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