Xenia Vorotova, commonly known by her stage/ business name “Doe Deere” is the founder and creator of Lime Crime Makeup. Born in Russia but raised in New York City, the girly stylista made her name as a popular user on Livejournal in the early 2000s. She shifted her attention to eBay in 2004 when she created an account under the name “limecrime”, where she sought to create a DIY fashion line. She, instead, discovered her desire for a makeup company that provided colors and products that fit her eccentric sense of fashion. Her brand “Lime Crime” would later launch in 2008 as one of the first indie makeup company’s born and bred online. Known for her colorful personality and style, her Instagram feed confirms this, featuring her vibrant purple hair, stylish outfits, and promotions for her company.
Doe states her claim to build her company with: “I make makeup for girls and boys like me, who express themselves unapologetically. Lime Crime is freedom to be you!”
The company became known for their “Unicorn Lipsticks” which feature a glittery unicorn packaging, as well as their “Velvetines” liquid lipsticks, popularizing the long lasting formula throughout social media. Her message of self-acceptance and the encouragement for big, bold, bright makeup and fashion choices as an outlet for self-expression has gained her respect and domain of the beauty community as a “beauty guru”. Doe has been adamant about supporting other women-owned businesses and start-ups, as she was one herself just a few years ago. “PHAMExpo” and “Vegas Nay’s Stardust Tour” are a few events she has attended to express her passion for supporting others and their dreams to be different.
Doe’s passion for her “Unicorns”, as she calls the company’s followers, to have the best products possible was the root to her decision to make Lime Crime a vegan and cruelty-free makeup brand (certified by PETA and Leaping Bunny). The company’s strong and promising statement on their website proves this: “Always rebelling, never boring, Lime Crime’s here to shake things up. If we aren’t obsessed with it, we just won’t make it!”