It’s bright, bold, and even animal-friendly. And yet it’s even more than that – Lime Crime Cosmetics is freedom, and a way for women to express themselves to the world. Founder and CEO Doe Deere envisions her cosmetics line as so much more than a way to cover imperfections. And yes, lime is her favorite color.

Born in Russia, but raised in the Big Apple, Doe Deere has created a cosmetics company with a growing international fan base. Her dream? Lipsticks, nail polish, and shadows that are so bright that they should be banned. Her idea was part inspiration, part necessity. She couldn’t find the bright, unusual colors that she wanted to wear.

The young CEO is very excited about the growing trend of purchasing cosmetics online. Women are becoming more and more comfortable ordering makeup via the internet, and sales are shifting away from traditional brick and mortar stores. In fact, Lime Crime pioneered the “on-lip” lipstick swatch, which allows women to see lipstick as it would appear on the lips instead of on a blank piece of paper. This concept is now a standard in the industry.

Deere also encourages others to ‘trust your gut’. It’s something she relies on over and over again. She treats her employees, vendors and customers with love and respect – a strategy that she attributes her growth and success to.

Looking for a break-out business idea? Doe Deere would love to see someone start a shoe company that features the bright, feminine kind of footwear that she wants to wear.

The cosmetics mogul regularly donates to an animal-rescue organization named Bide-A-Wee. This no-kill shelter rehabilitates and finds loving homes for cats and dogs in New York. In fact, she owns three cats of her own.

They met in a rock band years ago, and have been going strong ever since. She credits him with being the most influential person in her life. What’s next for Doe Deere and Lime Crime? The sky’s the limit.