What big beauty trends should we be looking out for this year and why?

Pantone’s colour of the year – ultraviolet – is so on point. For us, being a unicorn-inspired brand, this bright purple is the ultimate colour. In 2018, we’re looking to explore lavender, lilac and all different shades of purple staring with Venus III Eyeshadow Palette, £34, which launched just this week.

What advice would you give to young women looking to start their own beauty business?

Entrepreneurship is such a huge passion of mine. I would say look for gaps in the market and always think about the next innovation. Listen to your inner voice and pay close attention to what you like and what you want to exist. Then go out and make it happen!

Everything in the Lime Crime collection is insanely budge proof - how much work goes into each product? What’s the process like? Are you involved in the formulation?

It started out with just me formulating all of the products but today we have a really fantastic team, which I am so proud of. Now, it’s a team effort to get the formulations perfect and the one rule that we have is that if we don’t believe in the product and don’t think it’ll work for us, we won’t make it at all.

Lime Crime's Doe Deere on being fearless and leading a vegan friendly brand