From Near Bankruptcy to $1.2 BILLION Selling Cosmetics | Jamie Kern Lima

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Jamie Kern Lima spent 2 years pitching QVC for a segment to promote her business, IT Cosmetics. She was about to go bankrupt when she finally got her shot on the network. But moments before going on air, she went off-script. The decision changed her business and the beauty industry forever. Jamie built IT Cosmetics into a multi-billion dollar empire centered on authenticity before it was a buzzword. She became the first woman CEO in L’Oréal’s history and has written a book, Believe IT: How to Go From Underestimated to Unstoppable, about her incredible journey from the brink of bankruptcy to billionaire CEO.
Listen to Nathan and Jamie discuss:
- Creating IT Cosmetics as a solution for her skin condition rosacea
- Sketching out a business plan while on her honeymoon
- How to dig deep into your “why”
- Creating a brand around an approachable beauty image
- Going off-script on her first QVC segment
- The importance of her authenticity as a spokesperson
- Transition planning and selling to L’Oréal
- And more female founder inspiration…
Follow Jamie:
Instagram - / jamiekernlima
Twitter - / jamiekernlima
LinkedIn - / jamiekernlima
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[@joycetan1563]

I recall seeing these ads in high school while I was facing self esteem issues because of my acne. Felt so less alone. I couldn't afford their products at that time, but have recently purchased their CC concealer and I use it everyday. Listening to this pod makes me remember how the ads made me feel. I bit the bullet and decided to start my entrepreneurial journey. Thank you Jamie for sharing your story and Nathan for bringing such authentic guests. love from Malaysia!

[@Foundr]

Wow, thanks for sharing your story! 🫶

[@beatscatmommy1735]

Wish she told us how she figured out makeup formula for rosacea+ how she found manufacturing + who They contacted to make the makeup + how they did packaging+ how they managed marketing and their social media. + how they get acquired by Sephora+ did they initially use influencers+ what channel made the most money for them (IG, meta, shopify?)

[@ShantelleLow]

What was the defining factor L’Oreal then decided to make you an offer?

[@drgarylinkov]

From underestimated to unstoppable!!! Love it. I will try to be less key person dependent!

[@Foundr]

You got this!

[@gabriellethomas3562]

This was so good thank you

[@richardamankwah905]

Thanks Nathan for all these educational content you share with us

[@Foundr]

Our pleasure!

[@AnkitaSanawar]

Love Jamie, she is so authentic and such a inspiration to many

[@Foundr]

So awesome!

[@BuildingLeaders]

Thanks for sharing

[@Foundr]

Thanks for watching!

[@brandonestelle9029]

This is a very helpful video Foundr!

[@Foundr]

Glad you think so!

[@ZeakKelly-c5z]

Great story. But the deeper why should just negate your product? If everyone is beautiful just how they are then why sell something that covers them up? You're just promoting the same thing you're trying to say you're against?

[@beatscatmommy1735]

What was so different about this brand? Just because it covers redness? Great story but she doesn't give you detail info