Introduction

“Believe IT: How to Go from Underestimated to Unstoppable” is an inspiring memoir and self-help book written by Jamie Kern Lima, the founder of IT Cosmetics. Published in 2021, this book chronicles Lima’s journey from a struggling waitress to the founder of a billion-dollar beauty company. Through her personal stories and hard-earned wisdom, Lima aims to empower readers to overcome self-doubt, persevere through rejection, and achieve their dreams despite the odds.

Summary of Key Points

Early Struggles and Inspiration

  • Jamie Kern Lima grew up in a working-class family in Washington state
  • She struggled with self-esteem issues and an eating disorder in her youth
  • Lima’s early career included stints as a waitress and a local news anchor
  • Her own skin problems (rosacea) inspired her to create better cosmetics

The Birth of IT Cosmetics

  • Lima founded IT Cosmetics in 2008 with her husband Paulo
  • They started the company with $1,000 and operated from their living room
  • Initial product development focused on creating full-coverage, skin-loving formulas
  • Lima faced numerous rejections from retailers and investors in the early years

Breakthrough on QVC

  • After years of struggle, Lima got a chance to sell on QVC television
  • Her authentic approach, removing her makeup on live TV, resonated with viewers
  • IT Cosmetics products sold out in minutes, launching the brand to new heights
  • This success led to rapid growth and expansion of the product line

Building a Brand with Purpose

  • Lima emphasized inclusivity and empowerment in IT Cosmetics’ messaging
  • The brand featured diverse models and real women in its marketing
  • Products were developed to address real skin concerns and boost confidence
  • Lima’s personal story and mission became integral to the brand’s identity

Overcoming Challenges and Self-Doubt

  • Lima faced constant rejection and criticism throughout her journey
  • She battled imposter syndrome and fear of failure
  • Developing resilience and self-belief became crucial to her success
  • Lima learned to trust her instincts and stand firm in her values

The L’Oréal Acquisition

  • In 2016, L’Oréal acquired IT Cosmetics for $1.2 billion
  • Lima became the first female CEO of a L’Oréal brand in its history
  • The acquisition brought new challenges and corporate pressures
  • Lima navigated the transition while striving to maintain the brand’s integrity

Leadership and Empowerment

  • Lima developed her leadership style based on authenticity and empathy
  • She prioritized creating a positive company culture and empowering her team
  • Lima became an advocate for women in business and entrepreneurship
  • Her success story inspired many, especially women facing similar challenges

Philanthropy and Giving Back

  • Lima committed to using her success to make a positive impact
  • IT Cosmetics partnered with various charities and causes
  • Lima became involved in mentoring and supporting other entrepreneurs
  • She emphasizes the importance of giving back and using success for good

Key Takeaways

  • Believe in yourself: Lima’s journey demonstrates the power of self-belief and perseverance in the face of constant rejection and setbacks.
  • Authenticity is powerful: Being genuine and vulnerable, as Lima was on QVC, can create deep connections with your audience or customers.
  • Turn challenges into opportunities: Lima’s personal struggles with skin issues became the inspiration for her successful business.
  • Embrace your unique story: Your personal experiences and challenges can become your greatest strengths and differentiators.
  • Resilience is key: Success often comes after numerous failures and rejections. Developing resilience is crucial for long-term success.
  • Stay true to your values: Even as her company grew, Lima remained committed to her core values of inclusivity and empowerment.
  • Leadership is about empowering others: Lima’s approach to leadership focused on building up her team and creating a positive culture.
  • Success comes with responsibility: Lima emphasizes the importance of using success and influence to make a positive impact on others.
  • Overcome imposter syndrome: Recognizing and addressing self-doubt is crucial for personal and professional growth.
  • Continuous learning and adaptation: Lima’s story shows the importance of being open to new ideas and adapting to changing circumstances.

Critical Analysis

Strengths

  1. Inspirational narrative: Lima’s rags-to-riches story is genuinely inspiring and relatable to many readers, especially women entrepreneurs.

  2. Practical advice: The book offers concrete strategies for overcoming self-doubt, handling rejection, and building resilience.

  3. Authenticity: Lima’s willingness to share her vulnerabilities and mistakes adds credibility to her message and makes the book more engaging.

  4. Emphasis on values: The book highlights the importance of staying true to one’s values in business, which is a refreshing perspective in the often cutthroat world of entrepreneurship.

  5. Balanced view of success: Lima doesn’t shy away from discussing the challenges that come with success, providing a more nuanced view of entrepreneurship.

Weaknesses

  1. Potential for oversimplification: While Lima’s story is inspiring, some critics argue that it may oversimplify the complexities of building a successful business.

  2. Limited scope: The book focuses primarily on Lima’s personal experience in the beauty industry, which may limit its relevance to entrepreneurs in other fields.

  3. Possible bias: As a memoir, the book naturally presents Lima’s perspective, which may not always provide a completely objective view of events.

  4. Repetition: Some readers have noted that certain themes and anecdotes are repeated throughout the book, which can feel redundant.

Contribution to the Field

“Believe IT” makes a significant contribution to the growing body of literature on women in entrepreneurship. It provides a much-needed perspective on the unique challenges faced by women in business, particularly in male-dominated industries.

The book also adds to the conversation about authenticity in business and marketing. Lima’s success through genuine connection with her audience challenges traditional notions of corporate branding and offers a fresh approach for modern entrepreneurs.

Controversies and Debates

While the book has been largely well-received, it has sparked some debates:

  1. The role of luck vs. hard work: Some critics argue that the book may underplay the role of luck or privilege in Lima’s success story.

  2. Ethical considerations in the beauty industry: Lima’s involvement in the beauty industry has led to discussions about the ethics of promoting beauty products and standards.

  3. Corporate acquisition: The sale of IT Cosmetics to L’Oréal has been a point of discussion, with some questioning how it aligns with Lima’s message of independence and staying true to one’s values.

  4. Representation and inclusivity: While Lima advocates for inclusivity, some have debated whether her approach goes far enough in addressing deeper issues of representation in the beauty industry.

Conclusion

“Believe IT: How to Go from Underestimated to Unstoppable” by Jamie Kern Lima is a powerful and inspiring read that offers valuable insights for aspiring entrepreneurs, particularly women. Lima’s journey from waitress to beauty mogul serves as a testament to the power of perseverance, authenticity, and self-belief.

The book’s strengths lie in its practical advice, inspirational narrative, and emphasis on values-driven business. Lima’s willingness to share her vulnerabilities and challenges adds depth and credibility to her message. While the book may have some limitations in scope and perspective, it makes a significant contribution to discussions about women in entrepreneurship and authentic leadership.

For readers seeking motivation to pursue their dreams or overcome self-doubt, “Believe IT” offers a compelling blend of personal story and practical guidance. It challenges readers to embrace their unique journeys, turn obstacles into opportunities, and use their success to make a positive impact on the world.

Whether you’re an aspiring entrepreneur, a business leader, or simply someone looking for inspiration to overcome life’s challenges, “Believe IT” provides valuable lessons and a refreshing perspective on what it takes to go from underestimated to unstoppable.

You can purchase “Believe IT: How to Go from Underestimated to Unstoppable” on Amazon. I earn a small commission from purchases made using this link.