Jamie Kern Lima, 46 years old (born July 16, 1977), stands today as a symbol of resilience, innovation, and success. As of 2025, her estimated net worth is a remarkable $650 million. Best known as the founder of IT Cosmetics, Lima turned a personal skin struggle into a global beauty empire, inspiring millions of aspiring entrepreneurs along the way.
How Did Jamie Kern Lima’s Career Begin?
Before she built one of America’s top makeup brands, Jamie Kern Lima was a morning news anchor in Portland, Oregon. While working in broadcast journalism, Lima faced a constant battle with rosacea and hyperpigmentation. The harsh studio lights made it even harder to find makeup that could deliver coverage without appearing cakey or artificial.
Instead of settling, she saw opportunity in adversity. Determined to create something better, she combined her background in communication with a growing passion for beauty innovation. These early challenges would later become the driving force behind her massive success.
How Was IT Cosmetics Started?
In 2008, with only $1,000 in life savings, Jamie and her husband Paulo Lima launched IT Cosmetics from their small apartment. The couple collaborated with plastic surgeons and dermatologists, blending skincare ingredients with makeup formulas. Their mission was clear: create beauty solutions that worked for real people with real skin concerns.
The breakthrough moment came in 2010, when Lima landed a 10-minute segment on QVC. Taking a bold risk, she removed her makeup live on air to showcase the effectiveness of her products. This authentic, vulnerable approach immediately connected with viewers and helped IT Cosmetics sell out in minutes. It wasn’t just makeup — it was a revolution of trust.
How Did IT Cosmetics Grow So Fast?
Unlike traditional brands that showcased unattainable beauty standards, IT Cosmetics featured models with skin conditions like acne, rosacea, and aging concerns. Lima believed that beauty should be inclusive and empowering, not intimidating. This unique approach struck a chord with millions of women.
Signature products like the Bye Bye Under Eye Concealer and Your Skin But Better CC+ Cream became cult favorites. From one hero product, IT Cosmetics expanded to over 300 beauty solutions under Lima’s leadership. Retail partnerships with ULTA Beauty and Sephora, along with continued QVC appearances, fueled massive growth.
By 2016, IT Cosmetics had become a juggernaut in the beauty industry, poised for a historic move.
What Happened During the L’Oréal Acquisition?
In one of the most notable deals in beauty history, L’Oréal acquired IT Cosmetics for $1.2 billion in cash in 2016. Jamie Kern Lima became the first female CEO of a L’Oréal-owned brand, shattering a 100-year glass ceiling within the company.
Even after the acquisition, Lima stayed at the helm until 2019, ensuring that the brand’s DNA — authenticity, inclusivity, and problem-solving — remained intact while expanding globally. Her leadership during this critical transition further solidified her reputation as one of the most influential women in the business world.
What Is Jamie Kern Lima Doing Now?
After stepping away from IT Cosmetics, Jamie Kern Lima shifted her focus to writing, mentoring, and speaking. In 2021, she released her debut book, “Believe IT: How to Go from Underestimated to Unstoppable,” which became a New York Times bestseller. The book shared her experiences of rejection, resilience, and self-belief, resonating with readers across industries.
Today, Lima dedicates her time to empowering others, particularly women and entrepreneurs from underrepresented backgrounds. She regularly delivers keynote speeches, offers mentorship programs, and supports initiatives promoting greater diversity in business leadership.
Through her work, she continues to advocate for dreaming big, even when others doubt your potential.
What About Jamie Kern Lima’s Family and Personal Life?
Jamie Kern Lima is married to Paulo Lima, her longtime business partner and biggest supporter throughout her entrepreneurial journey. The couple shares two children and lives a relatively private life, focusing heavily on family values and philanthropy.
Despite her tremendous wealth and public presence, Lima remains deeply grounded. She often credits her success to persistence, faith, and a relentless commitment to staying true to her values, no matter how tempting shortcuts may have seemed.
Final Thoughts: Jamie Kern Lima’s Net Worth and Legacy in 2025
With an estimated net worth of $650 million in 2025, Jamie Kern Lima exemplifies what is possible when authenticity meets innovation. From a struggling news anchor searching for better makeup to a self-made multimillionaire and bestselling author, her story continues to inspire a new generation of dreamers.
Jamie Kern Lima’s legacy isn’t just about building a billion-dollar beauty brand — it’s about breaking barriers, rewriting narratives, and reminding the world that sometimes, the most powerful success stories are born from our biggest personal challenges.
