315: Jamie Kern Lima – Dump The Doubt!

Jamie Kern Lima - Dump The Doubt!

315: Jamie Kern Lima – Dump The Doubt!

We’re talking with Jamie Kern Lima! Jamie is the founder of IT Cosmetics.  She and her husband Paulo started IT in their living room in 2008.  Through a long road of overcoming the tough knocks and naysayers… they were able to build it into the #1 luxury makeup brand in the United States!  Not only that but they were able to sell IT to L’Oréal for over a billion dollars… and… as they did…

Jamie became the first female CEO in L’Oréal’s 100+ year history.  It’s an incredible story… that Jamie chronicles in her brand new book, “ “Believe It – How to go from underestimated to unstoppable!”

We talk about the journey… but more importantly… we dig into the backstory of how she got clear on this dream… how she found ways to dump the doubt… and defy the naysayers… to do it her own way.  It’s an inspiring and very raw conversation.

Plus… Jamie tells us a heartfelt story she doesn’t typically share about the specific and surprising “nudge” she got the first day she set foot in her brand new office!  It shocked her… but also set her up for this next exciting chapter in her life.  I loved this convo and I think you will too!

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Jamie Kern Lima’s Website: https://jamiekernlima.com

Jamie’s book: Believe IT!: https://www.believeit.com

Facebook: https://www.facebook.com/JamieKernLimaPage

Instagram: https://www.instagram.com/jamiekernlima



Jamie Kern Lima didn’t grow up sitting at the “cool kids table.”  She was dismissed because she didn’t look like what people told her she needed to look like.  But… she’ll be the first to tell you that it was tough and felt like a “set back” at the time… but later she realized all of that was a “set up” for an amazing future.

That’s because when she and her husband Paulo started IT Cosmetics… they did it in a way that industry experts said would NEVER work.  As a result, she was shut out.  She was turned down.  She was told “NO more times than she could count.  

But they stayed with it.  And as they did… they featured REAL women of REAL beauty in the REAL world.  She pushed through and went from the underestimated… dismissed underdog… to become an unstoppable force for the good that she is today.  


  • 0:02 What to expect today
  • 2:31 Get to know Jaime
  • 5:40 How Jaime’s journey started
  • 10:15 When Jaime’s business turned into a mission
  • 12:24 The secret sauce to business
  • 15:40 Finding courage to take the next step
  • 19:08 The honest feedback that changed everything for Jaime
  • 24:08 Lighting round questions from YOU!
  • 24:34 What Jaime had to unlearn to achieve success 
  • 28:19 How Jaime stays true to herself
  • 34:54 Mitch’s biggest takeaways 


What did you think of Jamie’s story?  Have you read the book?  Are you enjoying it?  What was a stand-out story for you?  Drop a comment below… and let me know.  I’d love to hear from you!  

  • kelli UNGS
    Posted at 11:39h, 10 March Reply

    I am going to get the book. Thank you for being very real and relevant.

  • Elicia Putnam
    Posted at 01:31h, 01 June Reply

    GREAT podcast. Riveting story about an incredible woman who definitely defied the odds — and broke the ridiculous mold that women are expected squeeze themselves into. Way to go, Jamie and way to go, Mitch!

    • Mitch Matthews
      Posted at 16:47h, 04 December Reply

      Thanks so much Elicia! I sure appreciate it! And yes… Jamie is pure amazing!

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