From Underestimated to Unstoppable with Jamie Kern Lima of IT Cosmetics

July 30, 2021

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When Jamie Lima started experiencing rosacea at her dream job as a TV anchor and couldn’t find a makeup brand with the right coverage, she decided she had to launch her own line. After drafting a business plan on her honeymoon, she launched IT cosmetics, and the rest is history.

Today, Jamie shares how she built her brand through pure grit and perseverance and finally sold it for $1.2 billion to L’Oreal. She also gives us a sneak peek into her new book, Believe IT: How to Go From Underestimated to Unstoppable. Jamie shares how she overcame self-doubt and finally decided to trust the feeling in her gut. She talks about the early days of building IT Cosmetics, including a funny story about her middle name. She shares her experience raising money and the lessons she’s learned from it. She explains why feedback is a gift and rejection is protection, and finally, she shares how she juggled running her business and becoming a mother after ten years of infertility.

“When you are an entreprenista, you are one of the brave ones.”

- Jamia Lima

Join the Entreprenista League!

Hey Entreprenistas! We’re launching the Entreprenista League, our very own members platform and community just for you!

We listened to your feedback and the support you’re looking for to start and build your business, and we’re here to provide you with all of the resources you’ll need!

As part of the Entreprenista League, you’ll have access to a private community of like-minded Entreprenistas who are making an impact in business every day. You’ll find special discounts on business products and solutions, exclusive content, private events, and the opportunity to have your story featured on our website and social channels!

Whether you’re looking to scale your existing business and want to make the right connections, or you’re thinking about finally taking the leap to launch your business, we’re here to give you access to a community of women who will celebrate your every step, and with whom you can share the candid reality of building a business from scratch.

Join the Entreprenista league today at entreprenista.com/join. We can’t wait to welcome you, support you, and be part of your business journey!

Getting Into eCommerce?

Do you have an eCommerce business, or are you thinking about launching one? Then this opportunity is for you! We’re excited to announce that we’re launching a free virtual event series with Shopify to help give small business owners the tools and motivation they need to get their eCommerce store up and running.

By joining us at Entreprenista on Shopify, you’ll learn how to launch your store, the best tips for SCO, and digital marketing strategies to grow your customer base. The events will be hosted by experts whose knowledge ranges from marketing to sourcing, merchandising, shipping, and procurement. Together, they’ll help you connect all of the dots to start a successful online business. You’ll hear real case studies from entreprenistas and so much more.

Shopify is also giving entreprenistas a 30-day free trial to launch your online store! Plus, when you attend the events you’ll be entered to win a free website store build valued at over $2500.

So head over to entreprenista.com/shopify to get your free trial, and join the Entreprenista on Shopify community!

Say “Hello!” To DigiCards™

Are you ready to take your virtual team meetings to the next level? Are you tired of yelling “You’re on mute!” at your computer screen and letting the important points you were trying to make get lost?

If you’re tired of leading unproductive, distraction-filled team meetings, then it’s time for you to say “Hello!” to DigiCards. Each pack of virtual meeting cards includes 20 color-coded professional cards designed to streamline your meeting communications while allowing each meeting to create an opportunity for collaboration and fun.

Say “Goodbye!” to waving your arms, being ignored, and frantically typing in the chat.

Start your next virtual meeting with DigiCards - the virtual meeting cards for entreprenistas.

To grab your deck of DigiCards and bring fun, engagement, and collaboration back into your team meetings, visit www.hellodigicards.com. Use the coupon code: Entreprenista15 to receive 15% off your first order.

Get In Touch!

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Drop us a text - we can’t wait to hear from you!

Become An Entreprenista!

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Guests

Jamie Kern Lima

Hosts

Stephanie Cartin

Co-founder of Socialfly and Entreprenista.

Stephanie Cartin is the co-founder and CEO of Entreprenista, an all-in-one platform – which includes a private community & business membership called The Entreprenista League that's made up of over 2,000 women founders at all stages of business, a weekly newsletter received by 60,000 readers, two podcasts, in-person educational & networking events, and an award program – that women founders at all stages can turn to for everything they need to grow.

Stephanie is also the co-founder of Socialfly (acquired by Truform Media Group in 2024), Markid, and Pearl Influential Capital. She has won countless awards, including the SmartCEO Brava award, which recognizes the top women CEOs in New York, and a Stevie Award for Women-Run Workplace of the Year. She has also appeared in Bloomberg, Forbes, Entrepreneur, Refinery29, and more.

Courtney Spritzer

Co-founder of Entreprenista.

Courtney Spritzer is a serial entrepreneur, angel investor, author, and community builder with a passion for creating brands and platforms that empower women to lead, grow, and thrive.

In 2012, she co-founded Socialfly, a leading social-first digital and influencer marketing agency. Over the course of a decade, she helped scale the business into an award-winning agency working with Fortune 500 brands and emerging startups, building a powerhouse team and culture along the way. In 2024, Socialfly was acquired.

In 2018, Courtney launched the Entreprenista Podcast to spotlight the stories of inspiring women founders. That passion evolved into Entreprenista Media in 2021, a media platform and community supporting women entrepreneurs at every stage of growth. She now co-leads the continued expansion of The Entreprenista League, a membership-driven community and ecosystem for founders.

As an angel investor, Courtney supports female-led and mission-driven startups aligned with her vision for a more inclusive and equitable business landscape.

She is the co-author of Like, Love, Follow: The Entreprenista’s Guide to Using Social Media to Grow Your Business (2015), a strategic guide for leveraging social platforms to drive business success.

Her work and ventures have been featured in Bloomberg, Forbes, Inc., Entrepreneur, and The New York Times. She is committed to championing visionary founders and helping build the next generation of impactful, community-driven businesses.

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