Confessions of a Female Founder with Meghan Attaining the Unattainable with IT Cosmetics’ Jamie Kern Lima
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Apr 29, 2025 
In this conversation, Jamie Kern Lima, co-founder of IT Cosmetics and best-selling author, shares her inspiring journey from waiting tables to selling her brand to L’Oréal for $1.2 billion. She discusses overcoming self-doubt, the power of authenticity, and the importance of inclusivity in beauty. Jamie reflects on the emotional toll of multiple rejections and her triumphant moment on QVC, where she faced a monumental challenge and emerged victorious. Her story is a testament to resilience and the transformative impact of trusting oneself.
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From Rosacea to Startup Leap
- Jamie Kern Lima started It Cosmetics from personal struggle with rosacea and inability to find suitable makeup products.
- She wrote a business plan on her honeymoon, quit her job, and dove fully into entrepreneurship with her husband.
Trust Your Inner Knowing
- Never let others' doubt turn into your self-doubt.
- Practice stillness and listen to your own knowing beyond the "no's" around you.
Behind The Perfect Brand Mask
- Timeline setbacks don't mean failure or flaws.
- Behind seemingly perfect brands is a messy, painful process that challenges the founder internally.