Early Life and Education
Jamie Kern Lima’s diverse background is rooted in her early years in California. Raised in a middle-class family, she always had big dreams. After winning the Baywatch College Search in 1999, she appeared on an episode of Baywatch and competed in the Miss USA pageant as Miss Washington USA. These experiences brought her into the public eye, but her ambitions extended far beyond the glitz and glamour of television.
Driven by her passion for journalism, Jamie earned a bachelor’s degree before pursuing an MBA at the prestigious Columbia Business School. Her education laid the foundation for her business acumen, helping her develop the skills she would later use to build her beauty empire.
Journalism Career
Before founding IT Cosmetics, Jamie worked as a journalist and field reporter. Her career included stints at KNDU in Washington and KPTV in Oregon, where she honed her storytelling and communication skills. Her talent and dedication even led her to cover major events, such as live reporting from Vatican City during the passing of Pope John Paul II. Despite her success in journalism, Jamie’s struggles with her skin inspired her to pivot to a new career path.
The Birth of IT Cosmetics
In 2008, Jamie Kern Lima co-founded IT Cosmetics with her husband, Paulo Lima, from their living room. At the time, Jamie faced her own challenges with rosacea and hyperpigmentation, which made her determined to create makeup products that catered to real skin concerns. Unlike traditional beauty brands that emphasized unrealistic standards, IT Cosmetics focused on inclusivity and authenticity.
Jamie’s breakthrough came when she partnered with dermatologists and plastic surgeons to develop high-performance products that addressed a variety of skin issues. The brand’s flagship product, Your Skin But Better CC+ Cream, became an instant success for its ability to provide coverage while nourishing the skin.
Breaking Barriers on QVC
One of the pivotal moments in Jamie’s journey was her appearance on QVC. During her live demonstrations, she bravely showed her bare face to highlight the effectiveness of her products. This authenticity resonated with viewers, and IT Cosmetics sold out in minutes. Her approach to marketing—real women with real skin—set her apart from competitors and established a loyal customer base.
The $1.2 Billion L’Oréal Acquisition
In 2016, IT Cosmetics reached a milestone when L’Oréal acquired the brand for $1.2 billion. The deal made Jamie Kern Lima the first female CEO in L’Oréal’s history. While many founders step aside after an acquisition, Jamie stayed on to ensure the brand’s values and vision remained intact. Her leadership during this transition further cemented her legacy in the beauty industry.
Net Worth and Philanthropy
As of 2025, Jamie Kern Lima’s net worth is estimated at $450 million. This wealth reflects not only the success of IT Cosmetics but also her strategic investments and business ventures. Jamie has used her financial success to give back, supporting causes related to women’s empowerment and entrepreneurship. She often emphasizes the importance of building a legacy that extends beyond financial gain.
Beyond IT Cosmetics: Author and Motivational Speaker
In 2021, Jamie published her memoir, Believe IT: How to Go from Underestimated to Unstoppable. The book became a New York Times bestseller, sharing her journey from rejection to success and offering practical advice for aspiring entrepreneurs. Her story has inspired millions, particularly women who face societal or personal obstacles in their careers.
Jamie has also become a sought-after motivational speaker, sharing her insights at events and conferences around the world. Her talks often focus on resilience, authenticity, and the importance of self-belief.
Awards and Recognition
Over the years, Jamie Kern Lima has received numerous accolades for her achievements. In 2008, she won Redbook Magazine’s MVP Award. She has also been featured on prominent shows such as TODAY, Extra!, E! News, and Rachael Ray. These appearances have solidified her status as a respected entrepreneur and innovator.
Personal Life
Jamie Kern Lima’s journey wouldn’t have been possible without the support of her husband, Paulo Lima. The couple’s partnership extends beyond their personal life, as Paulo played a crucial role in co-founding IT Cosmetics. Together, they have navigated the highs and lows of entrepreneurship while maintaining a strong family bond.
Legacy and Future Plans
Jamie Kern Lima’s impact on the beauty industry and entrepreneurship is undeniable. Her journey from a struggling journalist to a multimillionaire entrepreneur serves as a blueprint for anyone aspiring to turn their dreams into reality. Even after stepping down as CEO of IT Cosmetics, Jamie remains a powerful voice for authenticity and inclusivity in business.
Looking ahead, Jamie continues to explore new opportunities, leveraging her platform to inspire and empower others. Whether through philanthropy, motivational speaking, or new ventures, her story is far from over.
Final Thoughts
Jamie Kern Lima’s rise to success is a testament to the power of resilience, authenticity, and hard work. From her early days on Big Brother and in journalism to building a $1.2 billion beauty brand, she has shattered glass ceilings and redefined what it means to be a successful entrepreneur. With a net worth of $450 million, Jamie’s journey is an inspiration for anyone looking to overcome challenges and achieve their goals.
