Jamie Kern Lima is an American entrepreneur, author, and philanthropist, best known as the co-founder of IT Cosmetics, a cosmetics brand that focuses on products designed for real women and solutions for common skin issues. Born on July 16, 1977, in San Rafael, California, she graduated from the University of San Diego with a degree in communications.
Kern Lima launched IT Cosmetics in 2008 from her living room, and the brand quickly gained popularity for its innovative products, particularly its foundations and concealers that cater to a wide range of skin tones and concerns. In 2016, IT Cosmetics was acquired by L'Oréal for $1.2 billion, making it one of the largest beauty brand acquisitions at that time.
In addition to her business success, Jamie is also known for her motivational speaking and has authored a book titled "Believe IT: How to Go from Underestimated to Unstoppable," which shares her personal journey and offers insights on achieving one’s dreams. She emphasizes themes of resilience, authenticity, and empowerment.
Jamie's story resonates with many as she overcame several challenges, including being told she wouldn’t succeed in the beauty industry due to her appearance and early struggles to gain retail distribution for her products. Her experiences have made her a prominent advocate for inclusivity in beauty and a source of inspiration for aspiring entrepreneurs.
