It is now a decade since Doe Deere made an entry into the fashion market — with her make-up product. The last decade, for her, has been a period of challenging the fashion market’s status quo and more importantly, designing brilliant fashion products. Although she has other interests in the world of fashion, Deere has dedicated her time in making Lime Crime the most influential fashion brand in the USA. Thanks to her dedication, and endless working hours — her brand is one of the most trusted fashion brands in the USA. According to her, the success of her company in the last decade is just a fraction of the company’s plan in the fashion market.
Doe Deere journey into the fashion market is a perfect definition of passion. First, she was born and partially raised in Russia. The Russian fashion market — during her childhood — depended on the USA market for trends. During this period, Deere interacted with tons of American’s fashion publications and websites. This early interactions with the USA fashion market reshaped her view on fashion and more importantly, her perspective on cosmetics. She points out that moving to the USA when she was still young was her eureka moment for her passions and her fashion career. Just like other fashion brands in the USA, Doe Deere had her learning period, which according to her was important.
One of the ways she was able to stand out in a market saturated with products from big companies was her authenticity. Doe Deere understood the importance of designing better and relatable products. According to all the reviews from her first products, her clients were impressed by her approach to cosmetics. Second, she understood the value of the distribution. Just like in other entities in the fashion market, she was making the products available to all clients. The process of making Lime Crime products available to all customers allowed her to work with some of the best distributors in the world.
Finally, Doe Deere understands the value of consistency in the world of fashion. Deere points out that from 2008 to date; she has art of understanding her customers and implementing what she learns from them.