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Article in images

My Beautiful Rocket - grandma's inspiration

 

Doe Deere, the brains behind Lime Crime
Doe Deere, the brains behind Lime Crime

It was Doe’s grandmother that helped inspire one of her signature delicious shades: “I was particularly fixated on my grandma's bright orange lipstick, which I never managed to get my hands on. I made a shade called My Beautiful Rocket to honor her.”

Lime Crime, the beauty business, really started to take shape when Doe started doing online makeup tutorials: “I published my first one in 2004, on my then fashion-oriented website. At the time, I was the only one doing tutorials online. Within a year, the name Lime Crime became synonymous with bright makeup and I'd built quite a following.”

Trouble was, she couldn’t find shades bright enough: “Stuff that looked bright in the pot went on sheer. I later discovered that companies dilute their eye shadows with cheaper ingredients like talc and kaolin clay, which decreases payoff significantly.” In 2006, I decided to start my own cosmetic line with a promise to make makeup ‘so bright it's illegal’!” In 2008, 20 intense eye shadows hit the shelves followed by ten ‘dare-to-wear’ lipsticks, which have just launched in the UK.




  
  

Alison Taylor
04/29/2010
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