The Jefferson Fisher Podcast From Denny’s Waitress to Billion-Dollar CEO with Jamie Kern Lima
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Nov 11, 2025 
In this conversation, Jamie Kern Lima, founder of IT Cosmetics and bestselling author, shares her inspiring journey from a Denny's waitress to a billionaire CEO. She opens up about the self-doubt she faced and how she transformed rejection into motivation. Jamie discusses the pivotal moment that fueled her to create inclusive beauty products and highlights the importance of curating a supportive circle. With practical advice on reframing rejection and building self-worth, her story is a powerful reminder to chase your dreams regardless of the obstacles.
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From Denny's To A Billion-Dollar Exit
- Jamie went from waitressing at Denny's to building IT Cosmetics in her living room and eventually selling it for over $1 billion.
- She credits changing how she talked to herself and learning to communicate on TV for making the leap from doubt to CEO.
On-Air Setback Sparked Her Mission
- A live TV makeup failure exposed Jamie's rosacea and sparked her mission to create inclusive products.
- She quit her job on her honeymoon, wrote a business plan, and poured their savings into launching IT Cosmetics.
Redefine Rejection Into Fuel
- Reframe rejection by choosing empowering definitions you truly believe, like "rejection is God's protection" or "I'm putting in the reps."
- Use those definitions repeatedly to turn rejection into fuel and keep pursuing your goals.
