Believe IT: How to Go from Underestimated to Unstoppable
Jamie Kern Lima, the founder of IT Cosmetics, went from being an underestimated dreamer to the CEO of a billion-dollar company. Her story is one of grit, perseverance, and self-belief. From selling a problem-solving foundation out of her living room to building one of the most successful beauty brands in the world, Jamie’s path was far from smooth. She faced repeated rejection, financial struggles, and personal self-doubt before achieving her breakthrough. Believe IT is a memoir that offers a behind-the-scenes look at her journey, interwoven with lessons about authenticity, courage, and turning "no" into a driving force.
For entrepreneurs, founders, and dreamers, Jamie's tale is both relatable and aspirational, showing how resilience and belief can break through barriers and silence the naysayers.
A Founder’s Journey to Authenticity
Jamie Kern Lima’s mission started with a personal challenge: finding a makeup solution for her rosacea, a skin condition that many mainstream beauty brands failed to address. Determined to create a product that was inclusive and effective, she started IT Cosmetics in 2008.
- The book recounts how she poured her life savings into the business and struggled to convince investors to see its value.
- Despite constant rejection like being turned down by Sephora, QVC, and investors; Jamie never wavered in her belief in her product.
Her journey emphasizes how being true to yourself and addressing a genuine need in the market can lead to extraordinary outcomes.
The Power of "No" and Pushing Forward
Jamie explains how the numerous "no’s" she encountered became stepping stones to eventual success. She writes candidly about:
- Pitching to Investors: Constantly being told her idea wouldn’t work because it didn’t fit the beauty industry’s norms.
- Breaking into QVC: After multiple rejections, Jamie finally made it on air—and her product sold out in minutes.
- Selling to L'Oréal: In 2016, IT Cosmetics was acquired for $1.2 billion, making Jamie the first female CEO of a L'Oréal brand.
These stories reflect the importance of persistence, even when the odds seem impossible.
Lessons on Leadership and Self-Belief
Jamie also shares the emotional side of her journey, her struggles with imposter syndrome, balancing personal and professional life, and learning to lead authentically. Her advice is grounded in experience:
- Trust Your Gut: Stay connected to your mission and purpose.
- Build a Support Network: Surround yourself with people who believe in your vision.
- Celebrate Authenticity: Jamie’s success came from prioritizing real results over traditional beauty standards.
Conclusion
Believe IT: How to Go from Underestimated to Unstoppable by Jamie Kern Lima is an inspiring memoir of resilience, authenticity, and entrepreneurial grit. It chronicles her journey from a struggling startup founder with constant rejections to the CEO of IT Cosmetics, which she sold to L’Oréal for $1.2 billion. Through raw and personal anecdotes, Jamie shares how she overcame self-doubt, financial hardships, and industry skepticism by staying true to her mission of inclusivity and solving real problems. Her story is a powerful testament to the impact of perseverance and believing in yourself. If you enjoyed this book, consider exploring Shoe Dog by Phil Knight for a look at building Nike, Lean In by Sheryl Sandberg for empowering leadership insights, or The Hard Thing About Hard Things by Ben Horowitz for tackling startup challenges.