rejection

It Cosmetics founder Jamie Kern Lima on embracing rejection and listening to your ‘why’

We are all works in progress; even the successful women you see owning it on Instagram faced stumbling blocks along the way and continue to work hard to stay at the top of their game. In this series, we’re sitting down with the people who inspire us to find out: How’d they do it? And what is success really like? This is “Getting There.”

Jamie Kern Lima is a force to be reckoned with. The self-made millionaire and co-founder of It Cosmetics recently sold her makeup brand to L’Oreal for $1.2 billion, but she faced plenty of doubters along the way.

Lima, who recently wrote the book “Believe It: How to Go From Underestimated to Unstoppable,” hopes that her story about overcoming a “season of no” will help readers learn to embrace rejection. Here’s how Lima reached her entrepreneurial dreams and the advice she has for other women on listening

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Jamie Kern Lima on handling rejection while building IT Cosmetics

“When you google my story, you see Denny’s waitress built billion-dollar empire, you see the highlight reel,” says Jamie Kern Lima, the founder IT Cosmetics.

Those parts are true: In college Kern Lima worked at Denny’s, and in 2008, she and her husband both quit their jobs (Kern Lima was a local news anchor at the time) and started a makeup company. Kern Lima wanted a foundation that would cover her rosacea (a common skin condition that causes redness on the face), so she created one.

The makeup line expanded from there, and eight years later, L’Oreal bought IT Cosmetics for $1.2 billion in cash. Kern Lima pocketed roughly $410 million from the deal, according to Forbes, and for about three years she stayed on as CEO of IT Cosmetics, which made her the first female CEO in L’Oreal’s history.

But the rags to riches story is not the

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