Without any further ado, here it is!
2002-2004
SKY SALT, THUNDERWEAR, LIME CRIME

Sky Salt circa 2002: Mark (guitar), myself (vocals), Tiago (bass) & Mateus (drums)
My journey began with music, my first love. Mark and I started a rock band Sky Salt in 2002, which played fairy tale rock: heavy rock sprinkled with music box riffs. I needed some whimsical clothes for a photoshoot so I turned to eBay (the Etsy of the time) and before I knew it, I was a seller myself. My first store Thunderwear! stocked anything cute, lolita-esque and vintage. Occasionally, I would fix up and alter the clothes, sometimes to the point where they looked nothing like the original. Eventually, I transitioned into making my own designs under a new name.
Lime Crime was born in 2004. Lime-green, usually in combination with hot pink, was my favorite color in the whole world, plus it rhymed! It was perfect. Lime Crime originals were brightly colored and full of loud patterns such as checker and polka dot! Myself and a dozen other girls who worked in a similar style became a part of what can only be described as a DIY revolution on eBay – making your own clothes was cool again and we all had followings. :) Even today, a lot of people still remember me as “limecrime on eBay”.

My first fashion show for Lime Crime, 2004
While I enjoyed being a part of the eBay community, I’d always wanted something of my own. I launched a free-standing Lime Crime webstore and began promoting it directly. I liked the fact that I could present my brand exactly how I wanted and develop it in ways that eBay would never allow.
In the meanwhile, Sky Salt was finishing up our first full-length record: I Believe In Fairy Tales (out of print, but you can listen to it here; also on iTunes). As we continued fighting for the spotlight in the local NY scene, I realized that my fair features were getting lost under bright lights of stage lighting and needed stronger definition. This is how I got into makeup.
2005-2006
MAKEUP TUTORIALS

Pink leopard, 2005
I experimented with makeup all through the summer of 2004. I sucked at first. When I finally came up with something I liked, I shared it on my website. My first tutorial featured dark red eyeshadow blended boldly into black. It got a surprisingly enthusiastic response, followed by requests for more looks. 2005 was the year of tutorials: mermaids, tropical birds, pirates – I did it all! I loved to transform my face into something fantastical and share it with others. The freedom of expression makeup gave me changed me forever, and I knew I had come across something truly magical.
Soon it became clear that my tutorials were more popular than the clothes: the Lime Crime site became more known for colorful makeup than DIY. I gave the clothing line another whirl with A Little Country For An Urban Girl collection, but nothing could compare to what the tutorials had started. I closed the line in 2006, keeping only the tutorial section open.
While things were happening on the makeup front, the band wasn’t doing so great. In spite our album doing well online, record labels didn’t perceive us as marketable and we weren’t getting signed. We were drained from constantly pushing the mountain that wasn’t going to move and it reflected on our live performances. We officially disbanded in 2006.
2007
DOE DEERE

Doe Deere circa 2007
After Sky Salt was let go, a deep depression followed. I stopped all online activity, save an occasional LiveJournal post. My dream of being a musician was shattered and I needed time to re-group and re-think. It took almost a year to get back on my feet and let music back into my heart. Mark wasn’t interested in pursuing a career in entertainment anymore, so I decided to go solo.
Doe Deere was originally an alter-ego that represented a better, more badass version of myself: she was daring, went after what she wanted and was never afraid. And she wore antlers – win! Inspired by Italo Disco and the 1980s, I went into the studio to work on my first pop record.
5-song EP called Supernatural came out in the spring 2008. Song One Touch topped the Electroqueer charts for 2 months, was on Z100, and the album was endorsed by PopJustice. I got picked up by a great producer and was finally getting industry interest. But something didn’t feel right. Standing so close to my dream made me realize my weakness: as much as I loved writing and recording music, live performances and touring was not something I enjoyed. I decided to ‘quit while I was ahead’.
The name, however, stuck. Eventually the Doe Deere persona took over until it was no longer a persona, she was me. I hear the same thing happened to Lady Gaga, whom I admire.
2008-2009
THE BLOGAZINE & LIME CRIME MAKEUP

Lime Crime Makeup, 2008.
In spite of not having posted a tutorial for over a year, I continued receiving emails almost daily. Truth was, I missed it too! Now that I wasn’t going to be a musician, I could fully focus on my love of makeup. I conceptualized Doe Deere Blogazine as a place where I could post my tutorials and other projects, and share stories of inspiration with others.
Over the summer of 2008, as I was compiling a list of looks for the Blogazine, I realized I never did encounter a makeup line I was really, really excited about. I wished someone would make colors with good payoff and in cute packaging! That’s when it hit me: I should make it! Best of all, I already had the perfect name: Lime Crime Makeup. I called up a bunch of labs in the country until I found one that agreed to make me the shades that I’ve always wanted with the payoff I’ve always dreamed of. LimeCrimeMakeup.com launched in October 2008 under the slogan “So bright it’s illegal”.
CRITICISM & RUMORS
I didn’t originally want to include this less-than-gleeful chapter, but my story would be incomplete without it. Blogazine’s rise in popularity and Lime Crime’s growth coincided with some internet rumors about me and the brand. I’ve heard it all – from petty gossip to some rather gnarly accusations. People spread rumors for various reasons. Some have a personal agenda/vested interest in your failure. Others re-post juicy gossip for fun or traffic/hits. But most do it because they like the feeling of being “in the know” for “discovering” something nobody knew. At first, people bought it and I got some very angry emails from disappointed fans. It broke my heart to see girls who once looked up to me believe such terrible things. But I knew it was more important than ever not to give up and continue going. I replied to every single email. Mark made sure no customer walked away unhappy. A no-questions-asked Return Policy was introduced. Last but not least, we collected all possible feedback to improve our products and service.
Eventually, the equilibrium was restored and positive reviews started drowning out the noise. People became more vigilant of internet gossip and more likely to reach out to me directly if they had a question or doubt. I always encourage people to drop me a line if they have a question or a problem at doedeere@gmail.com. I also set up a Formspring Q&A that allows anyone with a FaceBook account to ask me a question.
THE CANDYFUTURE & BEYOND

2010 has been a banner year for Lime Crime. We got picked up by a retail chain SpaceNK in the US and UK and went on a little tour to meet many people – some new, some old who have been rooting for me from day one. Negativity taught me the importance of inner strength, surrounding yourself with positive energy and appreciating your true supporters. I’m looking forward to continuing to build Lime Crime into something gleeful that touches people’s lives – if only in a small way.











Is that a sneak peek at the eye shadow primer? Exciting!
TC Reply:
August 9, 2010 at 1:57 pm
I’m thinking that too! *want*
Doe Deere Reply:
August 10, 2010 at 9:53 am
Yes, yes it is! :D
You’re wonderful, Doe!
Wow, great post! I enjoyed reading it and found it interesting. I didn’t know about your clothing line, your clothes look so cool. You are such an inspiration, keep up the excellent work! :)
You are utterly fantastic. <3
Doe Deere Reply:
August 10, 2010 at 6:21 pm
So are you! <3
I’m so happy you could make your dreams come true, doe.
Doe Deere Reply:
August 10, 2010 at 6:22 pm
I don’t know if I did yet, but I’m definitely closer than before. ;)
This was really exciting to read! I was first introduced to you back in 2004 when I was fourteen because of your makeup tutorials, and of course, have your Sky Salt CD. So wow, now that I look back at it, I’ve been following you online for 6 years, which sounds pretty creepy!
But it’s been really cool to watch this independent blogger become an amazing makeup powerhouse over the past few years. You’re an inspiring woman, I hope you’re aware.
Doe Deere Reply:
August 10, 2010 at 6:23 pm
Thanks, Shea! Wow, 6 years – how time flies! I’m always so happy to hear from people who remember the ‘dark ages’ of my internet career. :)))
Pilot in Pink Reply:
August 10, 2010 at 7:59 pm
I liked reading it too…hard to believe I’ve been following you for 6 years as well! You definitely have a lot of “fans” who remember the dark ages :)
I really enjoyed this post. You are an amazing and inspiring person! I first started following your work when you were doing the Country for Urban Girls line. I still LOVE those designs and wish I could have gotten one of your outfits.
Keep up the great work and the positive attitude!
First off, the packages in the last picture are AMAZING.
I think you should try to hold another Maskara! It would be fab promotion for Lime Crime!
Doe Deere Reply:
August 10, 2010 at 6:24 pm
Maskaras were fun! We met so many wonderful people while doing those crazy events.
Doe, you are so inspirational! I never knew about your clothing history because I am new to your blog, but I think that is awesome and I wish your clothing line were still running! You have such great style. Your fashion show picture looks so amazing and fun, the models you used look so beautiful and vibrant. I loved reading this post! x
Aw, I really miss SkySalt and the original Lime Crime fashion line.
yolanda Reply:
August 10, 2010 at 1:48 pm
me too i remember when i first heard skysalt
Doe Deere Reply:
August 10, 2010 at 6:26 pm
Awww. I’m tearing up, you guys. XOXO
It was great to hear your story and your journey to doing what you love. You’re an inspiration to many others who dream of doing what they love for a living xoxo
p.s. that packaging looks absolutely amazing!
Doe Deere Reply:
August 10, 2010 at 6:27 pm
Thanks Cate! It’s for our new Primer :)
That was a very interesting read. I’ve been following you since around 2004; from the time when I saw that photo shoot you did with the unicorn toy. You’ve always been such an inspiration to me, and it has been such amazing experience to secretly be a part of your personal fairy-tale… as creepy as it sounds, seeing you evolve and become so successful has been a major motivation source in my life.
I’m truly sorry that you had to deal with all those miserable internet haters. I could never understand the kind of satisfaction people feel from baselessly bashing others online. Today’s society is just full of negativity, judgment, and jealousy… it’s like we forgot how to love and cherish. But look at YOU! You were strong, learned from past mistakes, stayed true to yourself, and followed your dreams. And you made it BIG! I’ll continue to follow you for years to come, just because you and everything you do is pretty darn amazing :)
<3 Yulia
Natasha Reply:
August 11, 2010 at 12:07 am
I wish this comment had a “like” button =)
Nice story :) Very inspiring. Would have been fun to see how old you were at what stage too i think!
Keep up the good work
Amazing story, and very inspiring! =) Those clothes look so awesome-sauce, I wish you were still selling them.
Christie Reply:
August 16, 2010 at 8:39 pm
Do I know you? I have this friend who loves Abbey Sciuto from NCIS (TV show) and she always says “awesome-sauce.” Either way, I completely agree with what you said :)
Abby Reply:
August 17, 2010 at 7:59 pm
I don’t think so. XD But I’m not the only one who says that.
Thanks for this! love the first photo. You’re so impossibly gorgeous!!
Oh btw, did anyone mention ‘no she didn’t’ is in Look magazine over here? it’s a big magazine! x
Thank you.
So inspiring!!! Thanks for sharing the timeline. I was surprised to find out I’ve been following your work since almost the beginning (2003.) What a fun walk down memory lane – we’ve all changed so much!!! No matter what you do it’s your essence that makes that thing “you.” And, that’s what we all love! :o) xoxoxo
Thanks for sharing your journey with us all! I really like all the pictures. The clothes you’ve made look so playful, neat and of course bright.
Also I had no idea you could sing! I mean your voice is like WHOA-its great. I really like the song “What U like”:) I knew you had a great eye for make up but reading how you came to create Lime Crime and how far you’ve come is inspiring. Clearly your strong,inventive,creative and talented to have come so far, you must be proud!
WOW, what a difference from you in 2002, to now! I barely even recognized you in the picture. It goes to show that you’ve done a lot of growing as a person too, and not just as an online blogger-now-entrepreneur!
Very nice, doe its interesting to see your story. Also every company has their haters, and to me, I think that’s part of being successful. Look at the PC vs MAC debate with Apple. Lime Crime has often been compared to MAC makeup or TKB makeup.
But I think people might be interested in the process of making makeup.
Your creativity and work ethic is such an inspiration. Don’t listen to haters, you’re fantastic!
You’re so amazing Doe! Thank you so much for sharing your story here. I adore your makeup line. You’re such a talented lady!
<3
Thera Joyce
I’m so glad that you didn’t listen to haters and continued with Lime Crime! I don’t know what i’d be without it!! I wear it everyday and am always excited to see whats coming out next!!!
Doe you are so incredible! Thank you so much for sharing your amazing story.
I love the container in the preview pic. Whatever it is, I’m buying it!
Congrats on making it so far, and good luck in the future! We’re all behind you and love you and your wonderful accomplishments. You really are an inspiration, and despite the fact that I feel too old to have a hero, per se, that hero is you. Thanks for being so awesome! <3
I’ve loved this entry, it’s so interesting to see what people go through to be who they are in the present. I also love that you’ve got a past into gothic lolita, although I already knew so, because I did so as well haha
I wish you the very best with Lime Crime! I think you had a great idea and I believe you and the brand should be more famous, really.
This post may have been the most inspiring thing i have read. It makes me want to, i dont know, do SOMETHING! i feel like i can rule the world if i put my heart into it! thank you so much!
I’ve followed you through it all! It’s been an exciting trip!
:) I love the first picture. This was a very inspirational article, thanks for sharing!
If those blue containers are a sneak peak at the eyeshadow primer I am EXCITED! Thank you for making the packaging look cute but still functional. (Assuming that picture is of the primer.)
Doe Deere Reply:
August 10, 2010 at 9:56 am
They are. We call it Candy Eyed Eyeshadow Helper. :)
You are so awesome! Thanks for sharing your story. I have been following you since 2008 which seems like such a short time. In that time you’ve inspired me so much. My only wish is that I’d known about you earlier then that.
I use to be 100% into another blog and then one day I saw you in a photo on this bloggers flikr all colourful and beautiful and was like ‘who’s that?’. Now your’s is the only blog that I follow 100%. You’re just so inspiring!
It’s crazy to think I’ve been following you since the beginning! You’ve been a huge part of my adolescence and now my adulthood!
Doe Deere Reply:
August 10, 2010 at 9:55 am
That’s kind of what the Harry Potter books were to me! I felt like I grew up reading them so when the last one came out I was so sad. Haha. :(
Ash Reply:
August 11, 2010 at 3:17 am
Except those have ended and you haven’t. :]
Your such a inspiration :D
Ha! I like your music. And never, ever let other people’s negativity make you nuts. It’s their problem, not yours
Thank you so much for posting this! I really enjoyed reading your journey .. I remember you from eBay mostly, and I kind of fell off the bandwagon and then I found your site again recently. It is good to see that all the good things has happened to you, I am happy that you’re happy! :) <3
People will always envy successful and daring people, but you just keep on doing great things and these people will just have to suck it up.
I cant wait to try the new eyeshadows, I love the lipsticks and eyeshadows that I already purchased.
Keep up the good work sweetie, xoxo form Iceland
So inspiring. It’s not the destination, it’s the journey…
you are such an amazing women and a great inspiration for all of us!!! keep doing what you’re doing!!!
i wish you all the success in the world!!!
It was great reading this because I’ve probably been following your blog for at least 5 years! I remember the forum and how people were posting DIY projects and inspiring each other. The make-up tutorials were also really inspiring and it’s just been great basically following your life. Interesting to think of it, but I started reading your blog/tutorials when I was in college, maybe 18 years old and now I’m 23, newly graduated fashion designer. I think watching your success has given me a lot and I guess most of all faith in myself, how I can do anything I want.
Thank you for being you and keep doing what you love!
I’ve been following you since you had the lime crime site with the makeup tutorials. I always thought they were amazing. I’ve seen how far you’ve come, and I am really happy for you. :)
YAY!! THE RED FRO!!
My absolute FAVORITE hairstyle on you :-)
Loved this post! I’ve been reading since the begining of the tutorial days. Mermaids was the one that REALLY caught my attention. So beautiful!
That’s an awesome and inspirational blogpost! :)
I’m sad that you didn’t want to continue on with making music — the Supernatural EP is still one of my favourite records to date. Even without touring and such, I’d love a full length – so a part of me hope that you haven’t entirely given up on that. I also love that photo of you which you included in the Doe Deere-part of the tale. That shoot is pretty amazing.
i have been with you since the veeerrry beginning on live journal on the “littlebiggirl” community you and shrinkle were my favoites and inspired me sooooo much like you dont even know!!
I LOVE YOU XENIA!!!!
The eyeshadow in the 2006 pic is kinda bright. haha
Doe Deere Reply:
August 10, 2010 at 6:20 pm
Only took 4 layers to get there. ;) It’s a bit patchy but I wasn’t any good at application back then.
Doe Deere Reply:
August 10, 2010 at 6:21 pm
Haha! Patchy! :)
i used to lurk your limecrime website back when i was in highschool. your diy clothes inspired me to cut up my own shirts, and the makeup tutorials made me instantly buy the brightest eyeshadow i could find in the drug store. i received complements all the time on my make up- “only you could pull that off bethany! its so cool!”. it really boosted my self esteem during a time when i had so little. its been years since i’ve worn any make up (i don’t need it to feel pretty anymore =)but something made me google limecrime today, which brought me here to this timeline of your internet life. as some one who hopes to be a successful artist myself in the future, it was so refreshing and hopeful to hear about your trials and how you’ve gotten where you are. so often, all we here are the successes, and then when you have a setback, you feel like you’re the only one. thanks so much for existing as such a strong female persona to inspire so many to do the same!
Can’t you retail in Australia ): !?
Wow! Thank you for sharing your story. It’s always neat to see the roots behind the people I admire. I am one of the ones who remembers you from eBay days. I was a fan then and am a fan of your makeup now. My oldest daughter is old enough now to wear makeup and she loves bright colors like I do. She’s the next generation of your customers. Wild, huh?
Hey, just so you know, I love you and you’re amazing.