Jamie Kern Lima on How 10 Minutes Created a 7-Figure

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Foundr Journal publishes in-depth interviews with the world’s biggest business people. Our posts spotlight important takeaways from each individual month’s protect function. We talked with Jamie Kern Lima, founder of IT Cosmetics, about how a previous-moment choice led to a multi-billion dollar business enterprise. To examine a lot more, subscribe to the magazine.


Jamie Kern Lima sat in her parked vehicle exterior the QVC studios in West Chester, Pennsylvania. She watched folks walk in and out of the constructing and started to cry.

For two a long time, she had sent samples of her makeup manufacturer, IT Cosmetics, to the are living procuring network only to satisfy with rejection. In actuality, she had been sending her merchandise to every single outlet she could feel of without the need of considerably achievement.

“I considered in them so a lot. And you know, I despatched them to every single retailer, every department keep, each individual natural beauty retailer, and on line retailer QVC,” Lima, the CEO and co-founder of the now multibillion-dollar enterprise, suggests. But a possibility conference at a trade exhibit with a QVC host ultimately place her on their radar.

Now, she would have just one particular 10-minute spot to promote her items. She and her spouse, Paulo, who is also a co-founder, had sunk all their revenue into this one particular shot.

They experienced taken out a bank loan to buy 6,000 models from their manufacturer, the minimum amount QVC said they necessary for the slot. And what they did not provide, they would have to take again. Up until finally that issue, they experienced only been marketing two or three solutions a working day on the web-site Paulo experienced constructed applying a guide from the Dummies sequence.

The up coming time she walked by means of all those doorways, her daily life would be altered. She just did not know which way it would go. If the units offered, it would be the commencing of a new chapter for the firm. If they did not, the enterprise would be bankrupt.

Fixing Her Own Trouble

IT Cosmetics commenced, like so numerous thriving businesses, as a answer to Lima’s possess difficulties. Lima suffers from rosacea, a pores and skin problem that will cause redness, noticeable blood vessels, and tiny bumps on the experience.

“My cheeks, my forehead, my nose—everything would get truly, definitely purple and bumpy,” Lima claims.

As a college student at the College of Washington, she labored at a Safeway supermarket and as a server at Denny’s. “I started out spending my entire paycheck on merchandise. I tried using anything out there from the most high-priced to the least costly, and nothing would do the job.”

After graduating from Columbia Business University, Lima landed her dream career as a morning news anchor in her home state of Washington. But her makeup was no match for the incredibly hot studio lights.

1 working day, though she was on the air, her producer came on her earpiece.

“There’s some thing on your experience. Wipe it off.”

It was her rosacea. The studio lights ended up producing her make-up to break apart, and there was almost nothing she could do about it. She feared she would be fired if she did not obtain a thing that worked below the High definition lights.

“I had a major trouble that I could not fix.”

“And I variety of experienced this big ‘aha’ instant where I was like, ‘Oh my gosh, there is hundreds of firms out there that do this and none of them get the job done for me.”

She figured if they did not operate for her, there ought to be other persons out there who had the identical issue.

In 2007, on the aircraft to their honeymoon in South Africa, she and her spouse sketched out the organization prepare for IT Cosmetics. When they acquired back again, Lima quit her position as a information anchor, and they introduced the firm out of their residing room.

Betting on the ‘Why’

The following year, immediately after partnering with plastic surgeons and dermatologists, she experienced her 1st products and solutions.

She pitched and despatched samples anywhere she could, but no one particular was biting. The corporation started to battle. They constructed a website and introduced a direct-to-purchaser (DTC) model, but even then, only a number of orders trickled in just about every working day, and that was immediately after weeks of no orders at all.

“It’s damaged,” she remembers telling her spouse, who had developed the web site from scratch. “There’s no way this website’s doing the job. We’re just obtaining no orders. The merchandise is also superior. This went on and on and on. And then I’ll never overlook the working day of our incredibly initial purchase. I was screaming and managing around the living room, so enthusiastic.”

Examine much more: How MaryRuth Ghiyam Crafted a Wellness Empire

Now, listed here she was, using a shot on QVC and praying her products and solutions would market.

For a instant, she contemplated backing out of the phase due to the fact she was so fearful she would run into a lot more rejection. Just after all, if the makeup did not commence to provide in the very first two minutes of the phase, QVC would pull the plug and transfer to one more merchandise.

The strain was virtually much too much.

But Lima had caught by her products this prolonged for the reason that she understood what her “why” was.

“We hear so numerous incredible imagined leaders converse about your ‘why’ and determining the ‘why’ of your organization, your manufacturer, your mission,” Lima suggests.

“What I know now, since I’ve had the present of meeting thousands of business people around the several years, [is] their ‘whys’ are not solid plenty of. They haven’t truly completed the operate to peel back the levels and go deeper.”

Lima experienced dug deeper into her “why” at the inception of the enterprise. On the surface, she experienced designed IT Cosmetics figuring that if she had a trouble discovering make-up that lined her rosacea, other persons possibly had the very same issue.

But then she experienced started off contemplating about the magnificence marketplace as a complete and her struggles with attractiveness expectations. She imagined again to her childhood, seeing the actresses on television and on the lookout at the ideal types in publications.

“I aspired to appear like that. But [on] a genuine deep amount, they constantly created me truly feel like I was not ample,” she says.

Jamie kern lima foundr magazine cover
Jamie Kern Lima on the deal with of foundr journal concern #113.

But what if she could do it in another way?

“When I launch a splendor corporation, what if I can basically use genuine persons,” she states. “ … All unique ages and sizes and shapes and pores and skin tones and pores and skin difficulties. And what if I can in fact shift the definition within the full marketplace?”

Her enterprise did not adhere to the aspirational model almost all other splendor manufacturers ascribe to. And there lay the impediment to promoting her merchandise. But it also produced her brand stand out.

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QVC or Bust

Lima went forward with her phase, remembering her mission and the audience she was there for.

“I saved imagining this solitary mother folding laundry who was much too busy to remember she was gorgeous and that she mattered,” she claims. “And I just had this moment, like, you know what? I would instead have her change on the television and give me 5 seconds of her time … even if she purchases almost nothing. I’d relatively stand for that than promote a bunch of merchandise and stand for nothing at all. And so I knew what I experienced to do.”

“But we know what we have to do is generally not the easy factor.”

She experienced preferred to wipe her make-up off on air to clearly show the audience that even the CEO applied the products and solutions to include her individual pores and skin ailment that even she wasn’t ideal. But QVC stated no, giving Lima a accomplishment product to comply with.

As her segment began and the clock started out counting down, Lima broke from the script. She wiped her make-up off to reveal the rosacea, which had been hid absolutely by her makeup.

By the conclude of the segment, all 6,000 models had sold out.

QVC is continue to just one of IT Cosmetics’ most important channels.

The Significance of Being Genuine

Lima took a massive threat wiping her make-up off on digital camera. But if there is one particular issue Lima thinks has actually carried her manufacturer, it’s her authenticity as a spokesperson and as a CEO.

“I think inauthenticity guarantees failure.”

“It was when the individual they experienced on air was the similar on air as they have been in the green area, regardless of whether they were extroverted or introverted or wild or it didn’t make a difference, but there’s that kind of congruence and authenticity that you can just take and experience it. And so the men and women that were being genuinely reliable when they were in the space but then also are living is the individual that the client would connect with.”

The next you start to dilute your authenticity, Lima states, is the minute you and your organization are in difficulties.

Just after the QVC place, the corporation grew fast. The next 12 months, Lima did 250 reside exhibits for QVC. Which is on best of serving as CEO of a organization that was scaling speedily and bringing new items to current market.

Lima dove in, using a palms-on part in every portion of her organization.

“One of the issues I was in no way equipped to actually figure out for myself was how to not turn out to be fully burnt out,” she suggests. “I drove anything so tricky, which include myself.”

The sudden results of the corporation took a toll on both her and her husband. Lima discovered herself turning into, as she describes it, indifferent to its good results, some thing that threatened the authenticity she had labored so really hard to construct for the model.

Then, L’Oréal arrived knocking.

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