Believe It: How to Go from Underestimated to Unstoppable

Jamie Kern Lima

In Believe IT, Jamie Kern Lima, founder of IT Cosmetics, shares the wild but true story of how a once struggling waitress turned her against-the-grain idea into an international bestselling sensation, eventually selling the company for over a billion dollars and becoming the first female CEO of a brand in L’Oréal’s 100+ year history. Faced with self-doubt, body-doubt, God-doubt, down to her last few dollars and told: “No one is going to buy makeup from someone who has your body,” Jamie reveals for the first time what really went down, how she almost didn’t make it, and the deeply personal and powerful business lessons you can use to go from underestimated to unstoppable. With radical vulnerability and honesty, Jamie also shares deeply personal stories of heartbreak and resilience—including accidentally finding out that she was adopted when she was in her twenties, and the reverberations this has had on all aspects of her life. Spellbinding, riveting, with raw vulnerability, and down-to-earth warmth, Believe IT shakes your soul and shows you that you, too, have what it takes to achieve the impossible.