Doe Deere Reveals Female Entrepreneurship Success

Instagram is full of Doe Deere pictures; her brilliantly painted face defining her trademark, Lime Crime. Doe Deere is from Russia but grew up in New York City and is the founder and CEO of Lime Crime Cosmetics. Doe is more than just a makeup brush pretty face. As an artist and a female entrepreneur, she was acknowledged by the Self-Made Magazine as one of the most Inspiring Female Entrepreneurs.


Doe’s aim is to show that cosmetics not only cover up imperfections but also provide self-expression and freedom forms. According to her, beauty is not about the best natural looks, but rather what an individual believes to be appropriate. With this in mind, she started her brand of cruelty-free, magical and colorful cosmetics.


Extremely pigmented and bold, Lime Crime is the most vibrant, user-friendly and globally recognized cosmetics brand. Her brand’s name comes from her unusually big taste for bright nail polishes, eye shadows, and lipsticks. Doe Deere was the most creative kid from the start, very artistic and loved to play with pencils, paints, and color.


She would put much color on herself, accessories and clothes. Her makeup brand idea originally came from her stitching experience that made her feel that there was much to be discovered regarding makeup. She first registered lime crime on eBay and personally modeled for her brand products.


As a flourishing female entrepreneur, she also supports other businesses women entrepreneurship and is a mentor to other aspiring women entrepreneurs. Doe considers general optimism as the best way to approach business and customers’ situations. With the most efficient Customer Service, she has been able to satisfy and keep her customers.


Doe Deere is excited by her business shift from brick-and-mortar to the e-commerce business. She is particularly elated by the benefits that come from online shopping. Her customers have the chance to sample her assortment of innovative market products. Her idea was to create the most realistic online cosmetics brand where customers have the opportunity to experience the makeup brand by them applied on original models.


Her main aim is to continually innovate online marketing and provide the most interactive shopping experience for Lime Crime customers around the globe. She is particularly happy about the social media response that has firmly connected her to customers. However, since the internet is the most secret place, misinformation about her brand sometimes gets her into a lot of trouble. She is, however, optimistic and ready to improve after the entire entrepreneurial journey has its downfall sides.

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Integrity Culture Fostered by the Leaders of Hall Capital

Among the money managers based in Bay Area, I consider Hall Capital to be one of the most successful and largest in the area with the $24 billion assets currently under its management. I view their strong returns as the heart of the success behind this company but the CEO, Kathryn Hall thinks otherwise. Going by her sentiments, I understand why she claims that the diversity of the firm as far as education, gender and backgrounds are the ingredients that enable her to do what she is able to do best and that is making more money for her own clients.

This investment firm in San Francisco was founded in the year 1994 and is charged with managing money for some of the most successful families based in Bay Area. I am aware that some of the clients include the late Warren Hellman who was a financier and founder of the private equity firm in San Francisco known as Hellman & Friedman. Other notable clients I saw include John Fisher, the Gap Founder’s son.

About Helane Morrison

Helane L. Morrison is the Managing Director, Chief Compliance Officer and General Counsel at Hall Capital Partners LLC. She also plays the role of a member in the Executive Committee of the firm. Before she joined this firm in 2007, Helane was the head at the San Francisco Office of Securities and Exchange Commission (SEC) (1999-2007). She was in charge of litigation, securities enforcement and regulatory matters that touched Northern California and other 5 Northwest States. From 1996- 1999, she was the enforcement head in charge of the SEC office, San Francisco. She was charged with representing the SEC in business, legal and financial societies with the news media and other agencies of the government.

Earlier, Ms. Morrison had practicing law at the Law firm of Howard, Rice, Nemerovski, Canady, Falk & Rabkin, San Francisco (1986-1996). She became a partner in the year 1991. Her practice concentrated on defending the actions of private securities and SEC issues and also business litigation. She was also charged with conducting investigations of an internal corporate nature. She also worked as a Supreme Court law clerk for Justice Harry A. Blackmun from 1985-1986 and also Hon. Richard A. Posner, U.S. Court of Appeals (1984-1985). She is a member of the Regional Parks Foundation Board and the American Bar Association’s Hedge Fund Subcommittee. She holds B.S. in Journalism (Northwestern University) and a J.D. (University of California at Berkeley, the School of Law).

Check out Helane Morrison profile on LinkedIn.