This Beauty CEO Was Told She Was Too Overweight to Represent a Makeup Brand

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 This Beauty CEO Was Told She Was Too Overweight to Represent a Makeup Brand


If you haven’t listened to about natural beauty mogul Jamie Kern Lima, it really is time you did. The 40-year-aged California native is a Columbia College graduate, the cofounder (and CEO) of IT Cosmetics, and has been named 1 of Forbes Magazine‘s “Most Thriving Self-Manufactured Females” and one particular of Goldman Sachs’ “100 Most Intriguing Business people.” But inspite of her extraordinary and at any time-expanding résumé, she arrived from humble beginnings and had to surpass some challenges to come across the success she enjoys these days.

Today I was fearless, but I mentioned what desired to be mentioned. And On behalf of genuine women of all ages in all places I challenged the full elegance sector dwell, and named for transform! Click on url in bio to look at and share the video if you agree!

A article shared by Jamie Kern Lima IT Cosmetics (@jamiekernlima) on

Jamie first manufactured headlines when she offered her firm to L’Oréal for $1.2 billion last calendar year. Just lately, she was honored for the accomplishment at the Beauty Govt Ladies (CEW) Achiever Awards and gave a speech about all the challenges she experienced to confront to increase her enterprise. (You can check out the movie of her inspiring speech, which has been considered more than a million moments, beneath.)

A person persuasive case in point arrived from her work to increase money whilst even now operating her company out of her residing space. A probable investor, whom she did not identify in the speech, made a decision to move, which arrived as a substantial blow to Jamie. When she requested him why, he instructed her: “I am just not positive women of all ages will invest in make-up from anyone who appears like you, you know, with your physique and your fat,” she recounted.

That was, as Jamie puts it, a “defining second” for her, mainly because rather of permitting all those harsh words and phrases cause harm to her push, she made use of them to fuel her achievements. “I felt one thing deep down inside of,” she said to the group. “And it said, ‘No. You are incorrect.'”

with @mirandakerr I appreciate cheering on other female business owners! She just started @koraorganics and I am sharing stories with her about beginning @itcosmetics #dreambig #befearless #allthingsarepossible

A submit shared by Jamie Kern Lima IT Cosmetics (@jamiekernlima) on

Even ahead of the overall body positive movement existed, Jamie realized the planet of splendor and cosmetics desperately required a adjust to be much more inclusive. As a previous Television set information anchor, she had struggled from hyperpigmentation and rosacea, a typical but inadequately recognized skin ailment that results in redness and acne breakouts-like consequences on the facial area. It was the purpose she started IT Cosmetics in the very first place—so she could ultimately have solutions that were being suited for her pores and skin. (Associated: Glossier Just Introduced Physique Care That’s Genuinely for Every single Overall body)

From that level on, Jamie says she vowed to market her items with faces that seemed like each day girls, not people today with presently seemingly flawless skin. So when the chance arrived to broadcast IT Cosmetics on QVC, she selected “real girls” styles, which include a 73-calendar year-aged girl and an African-American girl with acne. Her goods sold out quickly and with that, Jamie produced her long-lasting mark on the makeup market. (Similar: Self-Care Splendor Goods for When You’re Experience Stressed)

From a modest town in Washington state to Forbes! IT is evidence that all points are doable, especially if you’re ready to do the job difficult, not allow failures and listening to “no” plenty of periods translate into self-doubt, and by no means give up! Joyful 4th of July, the American aspiration is alive! #grateful #Blessed #GirlBoss @itcosmetics @forbes

A put up shared by Jamie Kern Lima IT Cosmetics (@jamiekernlima) on

“You see now, 7 several years later, pretty much all make-up models demonstrating serious women in before-and-afters,” mentioned Jamie, “but as an industry, we’re only scratching the surface area.”

She concluded by talking straight to natural beauty executives, reminding them that there is a duty to ladies who are on the lookout at their campaign pictures. “Each and every person in this home has a whole lot of electrical power to make a mark in the attractiveness sector and in the environment,” she said. “So I want to inquire you all to acquire a massive move back again and feel about what truly matters and what variance you are likely to make in the lives of girls almost everywhere.”

As for that man who experienced the misguided nerve to judge Jamie’s skills based on her physical appearance, he did close up reaching out to her after she marketed to L’Oréal. Jaime was content to report that he emailed her, saying: “Congratulations. I was mistaken.”


If you haven't heard about beauty mogul Jamie Kern Lima, it's time you did. The 40-year-old California native is a Columbia University graduate, the cofounder (and CEO) of IT Cosmetics, and has been named one of Forbes Magazine's "Most Successful Self-Made Women" and one of Goldman Sachs' "100 Most Intriguing Entrepreneurs." But despite her impressive and ever-expanding résumé, she came from humble beginnings and had to surpass some difficulties to find the success she enjoys today.

Today I was fearless, but I said what needed to be said. And On behalf of real women everywhere I challenged the entire beauty industry live, and called for change! Click link in bio to watch and share the video if you agree!

A post shared by Jamie Kern Lima IT Cosmetics (@jamiekernlima) on

Jamie first made headlines when she sold her company to L'Oréal for $1.2 billion last year. Recently, she was honored for the achievement at the Cosmetic Executive Women (CEW) Achiever Awards and gave a speech about all the challenges she had to face to grow her company. (You can watch the video of her inspiring speech, which has been viewed more than a million times, below.)

One compelling example came from her effort to raise funds while still running her business out of her living room. A potential investor, whom she did not name in the speech, decided to pass, which came as a huge blow to Jamie. When she asked him why, he told her: "I'm just not sure women will buy makeup from someone who looks like you, you know, with your body and your weight," she recounted.

That was, as Jamie puts it, a "defining moment" for her, because instead of letting those harsh words cause damage to her drive, she used them to fuel her success. "I felt something deep down inside," she said to the crowd. "And it said, 'No. You are wrong.'"

with @mirandakerr I love cheering on other female entrepreneurs! She just started @koraorganics and I'm sharing stories with her about starting @itcosmetics #dreambig #befearless #allthingsarepossible

A post shared by Jamie Kern Lima IT Cosmetics (@jamiekernlima) on

Even before the body positive movement existed, Jamie knew the world of beauty and cosmetics desperately needed a change to be more inclusive. As a former TV news anchor, she had struggled from hyperpigmentation and rosacea, a common but poorly understood skin disorder that causes redness and acne-like effects on the face. It was the reason she started IT Cosmetics in the first place—so she could finally have products that were suited for her skin. (Related: Glossier Just Launched Body Care That's Truly for Every Body)

From that point on, Jamie says she vowed to market her products with faces that looked like everyday women, not people with already seemingly flawless skin. So when the opportunity came to broadcast IT Cosmetics on QVC, she chose "real women" models, including a 73-year-old woman and an African-American woman with acne. Her products sold out instantly and with that, Jamie made her permanent mark on the makeup industry. (Related: Self-Care Beauty Products for When You're Feeling Stressed)

From a small town in Washington state to Forbes! IT is proof that all things are possible, especially if you're willing to work hard, not let failures and hearing "no" countless times translate into self-doubt, and never give up! Happy 4th of July, the American dream is alive! #grateful #Blessed #GirlBoss @itcosmetics @forbes

A post shared by Jamie Kern Lima IT Cosmetics (@jamiekernlima) on

"You see now, seven years later, almost all makeup brands showing real women in before-and-afters," said Jamie, "but as an industry, we're only scratching the surface."

She concluded by speaking directly to beauty executives, reminding them that there's a responsibility to women who are looking at their campaign images. "Each person in this room has a lot of power to make a mark in the beauty industry and in the world," she said. "So I want to ask you all to take a huge step back and think about what really matters and what difference you are going to make in the lives of women everywhere."

As for that man who had the misguided nerve to judge Jamie's talents based on her appearance, he did end up reaching out to her after she sold to L'Oréal. Jaime was happy to report that he emailed her, saying: "Congratulations. I was wrong."


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