Jamie Kern Lima

Jamie Kern Lima worked her way through college bagging groceries and waitressing before becoming a local TV news anchor — a job complicated by on-air rosacea that no foundation she could find would convincingly cover.

In 2008 she co-founded IT Cosmetics with her husband Paulo Lima, formulating skin-credible color cosmetics with dermatologist and plastic-surgeon partners. After being repeatedly turned down by retailers (including the now-famous 'you're not pretty enough to sell makeup' rejection), she went on QVC herself in 2010 and sold over 6,000 units of CC Cream live in minutes — using her own un-retouched skin in the demo.

In 2016 L'Oréal acquired IT Cosmetics for $1.2B, the largest acquisition of a female-founded brand in L'Oréal's then 100+ year history. Kern Lima continued as CEO through 2018, then transitioned to bestselling author (Believe IT, Worthy) and speaker, with brand creative still tied to her likeness.

Show real skin in real demos — the customer trusts what she can see herself in.

Skincare-grade ingredients in color cosmetics, validated by clinical partners.