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Q&A with Lime Crime Founder Doe Deere


Are you a member of the Lime Crime Unicorn Tribe? If not, prepare to meet your new favorite vegan and cruelty-free beauty brand and get inducted! Introducing Lime Crime: an indie cult-fave brand born and raised in the digital world that features ultra-bold color palettes and long-lasting formulas that are truly beyond compare. Leaping Bunny-certified and endorsed by PETA… Dreams really do come true!

No one can attest to that better than the creative force behind this magical brand, Founder Doe Deere. In the lead-up to our Miami festival, we chatted with Doe about innovation, radical self-expression, the choice to be a Vegan beauty brand and her love of animals.

Q: What led you to found Lime Crime? I started Lime Crime because the kind of makeup I wanted to wear didn’t exist. I also wanted to create a beauty brand that helped me and others express themselves without boundaries. To me, good makeup is great quality, affordable and of course, kind to animals. These are our standards for every Lime Crime product.

Q: Why the name Lime Crime? Green is my favorite color and I like things that rhyme, so when I was playing with names, “Lime Crime” just kind of rolled of my tongue. It actually captures the spirit of the brand perfectly because I believe in breaking the rules and breaking with convention – It’s beauty with a touch of rebellion.

Q: What do you love most about the brand? What are you most proud of? I most love our customers – They are my number one inspiration. They are cool, fun and adventurous. They love to experiment and express themselves through their hair and makeup. I am most proud of our message: Be 100% yourself and express yourself unapologetically, no matter what.

Q: What inspired you to create a vegan and cruelty-free brand? I believe that everybody deserves to be and feel beautiful. We think the products we use on our faces and hair should be kind – we hold people to the same standard! What is beautiful about using animals as product testers?

Q: What are some of the challenges and rewards of making vegan and cruelty-free makeup and hair products? Creating makeup and hair products that are vegan and cruelty-free means we don’t take any shortcuts or make any sacrifices. It means we innovate to master ingredient challenges. It means we are diligent to adhere to strict guidelines and standards. These are the kind of rules we want to follow. We are very proud to be Leaping Bunny certified and endorsed by PETA.

Q: Does Lime Crime support any charities dedicated to helping animals? Lime Crime is proud to support Kitty Bungalow, California’s only 100% feral cat rescue and socialization facility. They are committed to rescuing cats, getting them healthy and spayed and finding them loving homes.

Q: What is the one thing that someone who hasn’t heard about Lime Crime needs to know? Lime Crime is about radical self-expression: We provide tools, not rules!

Q: What words would your Unicorns use to describe Lime Crime? They say awesome things about our products and we are so grateful for their support! We regularly feature them on our website as well as instagram.com/limecrimemakeup - See for yourself!

If you are attending our upcoming Seed Food & Wine Festival in Miami, look out for some Lime Crime goodies in your gift bag! Can’t make it to Miami? You can still experience Lime Crime by going to limecrime.com and using the code VEGANLIMECRIME for a 15% off discount! This special promotion will last from 11/3/17 through 11/7/17 at 11:59pm PDT. This promotion cannot be combined with any other offer / not valid on gift cards.

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