417: Why Going Off-Script Led to a Billionaire Business with Jamie Kern Lima of IT Cosmetics

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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…

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