How Doe Deere Introduced Lime Crime to the Cosmetic World

The story of how a business gets their start and the vision behind it is a fascinating one. Usually, these stories chronicle the rise of their business via e-commerce methods- the story of Lime Crime is no different.

Lime Crime, is the imaginative brainchild of CEO and founder, Doe Deere. Lime Crime is a reflection of Deere’s favorite color, and also the name of the eBay store that launched the dreams of this visionary and catapulted her to success.

Rather than embrace the texture and natural tone trend that sweeps so much of the cosmetic industry, Deere went a theatrical route when creating Lime Crime. As a child, Doe Deere mentions the desire to wear and display as many shades of color as possible at all times. This childhood obsession to be the brightest led to an obsession with theatrical makeup even- the type of cosmetic that usually doesn’t concern itself with quality or health benefits, stage makeup is meant for staying power and coverage, by whichever means necessary.

Deere shares how money affected her childhood and struggle for financial independence. Deere was so focused on attaining financial independence, that she sold temporary tattoos as a pre-teen. Deere shares the growing process of selling tattoos to peers and relished in her marketing approach. Deere recounts having endless conversations attempting to convince friends of the excitement of temporary tattoos and helping them overcome strict societal and cultural taboos forbidding the display of tattoos.

Lime Crime has met with a ton of financial success. The most popular and noteworthy product being a vegan approved lipstick that has staying and coverage power- combined with the ability to transform from a liquid state to a glorious matte finish. This product is an industry firecracker, it boasts long wearability in addition to its esteemed vegan status making it a holy grail product in the lipstick space. Deere makes sure to note that her products are certified by an industry leader, the Leaping Bunny, and passed. Deere also makes sure to emphasize the safety of shopping with her company. Deere has invested into making consumer information more secure, partnering with industry heavyweight Norton, to protect and safeguard the site.

Follow Doe Deere on Instagram.

Anthony Petrello: Business Driller Extraordinaire

Anthony G. Petrello, sometimes referred to as Tony, is the Chief Executive Officer of Nabors Industries. The 61 year-old has held the position since 2011 and President of the company since 1992.

Before, he worked for the Baker and McKenzie law firm from 1979 to 1991 where he practiced law and was good at it. All this was thanks to his B.S. and M.S. degrees in Mathematics from Yale University and most importantly his J.D. degree from Harvard Law School.

Being at Nabors Industries, Anthony Petrello is tasked with main operations and planning. The company provides oilfield services from land and offshore drilling to even performing directional drilling. They are able to design their own software and technology that they construct and provide their own equipment so that they can accelerate operations quickly. This leads to Nabors Industries paying their employees a really nice salary. The company files with the SEC and in the 2015 financial year, Petrello has received a total amount of $27,512,939 which was a combination of his salary, bonus, and stock.

Even though he is the top executive at Nabors Industries, he closely looks after his daughter Carena who was born at 24 weeks with Periventricular Leukomalacia. This condition is caused by lack of either blood or oxygen to the brain. Petrello was determined to find the best pediatric research hospitals and so he found Texas Children’s Hospital where he donated $5 million dollars that was utilized for similar conditions that Carena has and continues to strive so that no other parent has to suffer.

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