Jamie Kern Lima is a successful entrepreneur, author, and motivational speaker, best known as the co-founder of IT Cosmetics, a beauty brand that revolutionized the industry with its emphasis on inclusivity and real-world results. With her background in journalism and personal struggle with skin issues, Kern Lima built IT Cosmetics from the ground up, aiming to create makeup products that catered to all skin types and tones.
Born and raised in Washington state, Jamie’s career started as a news anchor, where her own on-camera struggles with sensitive skin inspired her to search for makeup solutions that didn’t exist at the time. This personal challenge motivated her to develop her own line of products, leading to the founding of IT Cosmetics in 2008.
Her breakthrough came in 2010 when she landed a ten-minute segment on QVC, selling out the brand’s “Bye Bye Under Eye” concealer in record time. This marked a pivotal moment for IT Cosmetics, which would go on to become one of the most popular beauty brands in the world. In 2016, Jamie made history when she sold IT Cosmetics to L’Oréal for $1.2 billion, making her the first female CEO in L’Oréal’s 100+ year history.
Jamie Kern Lima’s commitment to authenticity and her message of embracing beauty in all forms resonated deeply with customers, and her products, such as the Bye Bye Foundation and CC+ Cream, remain bestsellers to this day. She has shared her journey in her best-selling book, Believe IT: How to Go from Underestimated to Unstoppable, where she inspires others to pursue their dreams despite the obstacles.
In addition to her work in the beauty industry, Kern Lima is a sought-after speaker, frequently sharing her insights on entrepreneurship, resilience, and self-worth at conferences and events around the world. She is also a champion for female empowerment, serving as an advocate and mentor for women in business.
Some key milestones in Jamie’s career include:
- The launch of IT Cosmetics’ Bye Bye Under Eye Concealer on QVC, which sold out in just minutes.
- The acquisition of IT Cosmetics by L’Oréal for $1.2 billion, making her one of the most successful entrepreneurs in the beauty industry.
- The release of her best-selling memoir, Believe IT, where she shares her journey of overcoming challenges and pursuing her dreams.
Jamie Kern Lima’s impact on the beauty industry and her commitment to empowering others continue to inspire millions around the world.