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About the book

In Believe IT, Jamie Kern Lima, founder of IT Cosmetics, shares the wild but true story of how a once struggling waitress turned her against-the-grain idea into an international bestselling sensation, eventually selling the company for over a billion dollars and becoming the first female CEO of a brand in L’Oréal’s 100+ year history. Faced with self-doubt, body-doubt, God-doubt, down to her last few dollars and told “No one is going to buy makeup from someone who has your body,” Jamie reveals for the first time what really went down, how she almost didn’t make it, how she learned to trust herself, and the powerful lessons you, too, can use to go from underestimated to unstoppable.

With radical vulnerability and honesty, Jamie takes you on a journey through deeply personal stories of heartbreak and resilience—including accidentally finding out she was adopted when she was in her twenties and the reverberations this has had on all aspects of her life. Jamie also pulls back the curtain on her fight to change the beauty industry’s use of unrealistic images, on behalf of all the little girls who are about to start doubting themselves, and all of the grown women who still do.

In Believe IT you'll discover...

-> Jamie's Secrets For Overcoming Self-doubt
-> How Jamie gained the courage to take risks, and empowered herself over others
-> Why you should tune into and trust your own intuition
-> How to turn down the volume on your inner critic
-> How Jamie handled the rejection, the haters, and the mean girls
-> How Jamie Boosted her confidence
-> And much more...

Spellbinding, riveting, with raw vulnerability and down-to-earth warmth, Believe IT shows you Jamie's journey of going from underestimated to unstoppable.