Jaime Kern Lima

This week on Reclaiming, we sit down with Jamie Kern Lima—entrepreneur, author, and trailblazing founder of IT Cosmetics, the billion-dollar beauty brand built on authenticity and inclusion. In this conversation, Jamie opens up about what she calls “doubting yourself out of your destiny,” and her “season of setbacks."

She reflects on how persevering through countless “no’s” taught her the power of resilience, why creating products that reflected real women’s skin tones and needs was non-negotiable, and how listening to her gut—even when others didn’t believe—changed everything.

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