Jamie Kern Lima: From News Anchor to Beauty Industry Titan

In our inspiring series on successful entrepreneurs who transformed their “wantrepreneur” dreams into reality, we bring you the story of Jamie Kern Lima, founder of IT Cosmetics. This series complements our informative eBook, “From Side Hustle to Seven Figures: The Transition Guide,” which provides essential guidance for those who aspire to become entrepreneurs. If you’re unsure about whether you’re an entrepreneur or a wantrepreneur, take our quiz and read our blog posts on the characteristics of each.

Jamie Kern Lima’s journey from a news anchor grappling with skin issues to a beauty industry titan is a compelling tale of perseverance and vision. She embarked on a path with no prior experience in the beauty industry, driven by a dream to develop cosmetics that were not just effective in coverage but also beneficial for the skin.

The Wantrepreneur Phase

In the early days, Jamie Kern Lima faced a landscape of uncertainty and skepticism. Her groundbreaking idea of creating a cosmetics line that was not only effective in coverage but also beneficial for the skin was met with doubt and rejection from the established beauty industry. Major brands and retailers were hesitant to take a chance on her vision, viewing it as too far removed from the conventional beauty norms.

Undeterred by the lack of support, Kern Lima took matters into her own hands. She began by cold-calling big brands to inquire about their suppliers, gathering crucial information about the industry’s inner workings. This proactive approach led her to a pivotal connection with a supplier in New York. Collaborating closely, they worked tirelessly to develop a unique formula that would embody her vision – a makeup line that catered to real skin issues, providing both coverage and care.

Kern Lima’s determination didn’t stop there. She knew that to break into the competitive market, she needed a platform that would showcase the effectiveness of her products to a wide audience. She set her sights on QVC, a leading home shopping network known for its extensive reach. Despite facing initial rejections, her persistence paid off. Kern Lima’s relentless efforts to get IT Cosmetics featured on QVC were eventually successful, providing her the opportunity to demonstrate the transformative power of her products live on air.

This appearance on QVC proved to be a turning point. The live demonstration highlighted the unique benefits of IT Cosmetics, resonating deeply with viewers. The products spoke for themselves, leading to an overwhelming response from the audience. This success on QVC marked the beginning of IT Cosmetics’ journey from a dream project to a brand that would later revolutionize the beauty industry.

Success and Impact

Undeterred by the obstacles, Jamie Kern Lima founded IT Cosmetics in 2008. Her dedication and belief in her products began to pay off. IT Cosmetics resonated with consumers who were seeking makeup that was both effective and kind to the skin. The brand’s growth was meteoric, culminating in its acquisition by L’Oréal for an impressive $1.2 billion in 2016. This acquisition not only marked a significant milestone in the beauty industry but also established Kern Lima as the first female CEO of a brand under L’Oréal’s umbrella, setting a precedent for female entrepreneurs globally.

The story of Jamie Kern Lima and IT Cosmetics stands as a powerful testament to the impact of steadfast belief in one’s vision, even in the face of adversity and doubt. It serves as an inspiring reminder to all entrepreneurs that perseverance and dedication can turn the most ambitious dreams into reality.