Jamie Kern Lima

Jamie Kern Lima is a prominent American entrepreneur, investor, and media personality, best known as the co-founder of IT Cosmetics. She launched the brand in 2008 from her living room, driven by her own struggles with skin conditions like rosacea and hyperpigmentation. Under her leadership, IT Cosmetics became the largest beauty brand in QVC's history and a top seller at major retailers like Sephora and ULTA Beauty. In 2016, she sold the company to L’Oréal for $1.2 billion, making history as the first woman to serve as CEO of a L’Oréal brand.34

Early Life and Education

Jamie Kern Lima was born in 1977 and grew up in Washington State. She was the first in her family to attend college, graduating valedictorian from Washington State University with a degree in Communications. She later earned an MBA from Columbia Business School, where she was selected as the class speaker.23

Career Highlights

Before founding IT Cosmetics, Lima worked as an award-winning TV news anchor. Her transition to entrepreneurship was marked by significant challenges, including initial rejections from beauty retailers. However, a breakthrough appearance on QVC showcased her products' effectiveness and led to their rapid sales success.345

In addition to her entrepreneurial achievements, Lima has authored two bestselling books: Believe IT and Worthy, which focus on self-empowerment and overcoming self-doubt.12

Recognition and Philanthropy

Lima has received numerous accolades for her work, including being named one of Forbes' "America's Richest Self-Made Women." She is also actively involved in philanthropy, notably through partnerships with organizations like Look Good Feel Better®, where IT Cosmetics has donated millions in products to support women facing cancer.3

Personal Life

Jamie Kern Lima resides in Los Angeles with her husband Paulo Lima and their two children. She continues to inspire others through her speaking engagements and mentoring efforts for aspiring entrepreneurs.24