Jamie Kern Lima’s story begins in Des Moines, Washington, where she grew up in a modest household. The first in her family to attend college, Lima worked tirelessly to fund her education, bagging groceries at Safeway and waiting tables at Denny’s. Her hard work paid off when she graduated valedictorian from Washington State University with a 4.0 GPA and later earned an MBA from Columbia Business School.
But life wasn’t all textbooks and part-time jobs. Lima’s charisma and determination led her to win Miss Washington USA in 1999 and compete in Miss USA 2000. A dare even landed her on the inaugural season of Big Brother, where she finished fourth. These experiences honed her public speaking skills and set the stage for her next chapter as a news anchor, reporting from Vatican City on the death of Pope John Paul II.
The Birth of IT Cosmetics: A Personal Mission
While working as a news anchor in Portland, Lima struggled with rosacea and hyperpigmentation. Frustrated by makeup that only worsened her skin issues, she decided to take matters into her own hands. Partnering with dermatologists and plastic surgeons, she co-founded IT Cosmetics (“Innovative Technology”) in 2008 with her husband, Paulo Lima.
The early days were far from glamorous. The couple operated out of their living room, and retailers repeatedly rejected their products. But Lima refused to give up. Her big break came in 2010 during a 10-minute segment on QVC. In a bold move, she removed her makeup live on air to showcase IT Cosmetics’ full-coverage concealer. The products sold out instantly, and the brand became a QVC favorite, eventually expanding to Sephora, ULTA, and Macy’s.
A $1.2 Billion Legacy
In 2016, L’Oréal acquired IT Cosmetics for $1.2 billion, marking its largest U.S. purchase at the time. Lima made history as the first female CEO in L’Oréal’s 108-year history, all while retaining creative control of her brand. Under her leadership, IT Cosmetics expanded globally, with products now sold in over 40 countries.
What set IT Cosmetics apart was its commitment to inclusivity. Lima featured “real women”—including cancer survivors and individuals with vitiligo—in her campaigns, challenging traditional beauty standards. Her products, like the bestselling Your Skin But Better CC+ Cream, combined medical-grade ingredients with accessible pricing, earning a loyal customer base.
Turning “No” into Fuel
Lima’s journey wasn’t without obstacles. She faced over 1,000 rejections from investors and retailers, with one private equity firm bluntly stating, “We’re going to pass.” But every “no” only fueled her determination. Bootstrapping the business initially, Lima didn’t pay herself for three years, reinvesting every penny into research and development.
Her resilience paid off, but Lima never lost sight of her roots. She prioritized empathy in leadership, hosting weekly team huddles to address employee concerns. During the COVID-19 pandemic, she launched the Restaurant Recovery initiative, granting $1 million to struggling eateries—a nod to her waitress beginnings.
Philanthropy and Advocacy
Beyond beauty, Lima is a passionate advocate for women’s empowerment and mental health. Through the IT Cosmetics Confidence Fund, she has donated $27 million to Look Good Feel Better, providing makeup kits for cancer patients. She also ensures unsold products go to shelters, combining sustainability with community support.
In 2023, Lima released her bestselling book, Worthy, which tackles imposter syndrome and self-doubt. She also launched The Jamie Kern Lima Show podcast, featuring guests like Oprah Winfrey, to inspire others to believe in their worth.
Personal Life: Family and Legacy
Lima lives in Los Angeles with her husband, Paulo, and their children, Wonder and Wilder. Despite her success, she remains grounded, often mentoring female founders through the Next Big Idea accelerator. An avid art collector, she loans pieces like Martin Luther King Jr.’s hearse to museums, ensuring history remains accessible.
Learning from Jamie Kern Lima Biography:
Jamie Kern Lima’s journey teaches us 5 invaluable lessons:
- Turn Struggles into Strengths: Lima’s personal battle with rosacea inspired her to create a brand that empowers others.
- Persistence Pays Off: Facing over 1,000 rejections, she proved that every “no” brings you closer to a “yes.”
- Believe in Your Worth: Lima’s message is clear: self-doubt is the biggest barrier to success.
- Lead with Empathy: From her team huddles to her philanthropic efforts, Lima shows that compassion is key to lasting impact.
- Redefine Standards: By challenging beauty norms, Lima created a legacy of inclusivity and innovation.
Jamie Kern Lima’s story is a testament to the power of perseverance, purpose, and self-belief. Let it inspire you to chase your dreams, no matter how impossible they seem.
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