Podcast Summary

Podcast: Creating Confidence with Heather Monahan
Episode: Confidence Classic: Believe In Yourself When Everyone Else Says No with Jamie Kern Lima, Founder of IT Cosmetics
Date: October 7, 2025
Host: Heather Monahan
Guest: Jamie Kern Lima

Episode Overview

This episode centers on the power of believing in yourself, even when facing rejection from every direction. Jamie Kern Lima, founder of IT Cosmetics, shares her raw entrepreneurial journey: from rejection-laden beginnings to building and selling her company to L’Oréal for $1.2 billion, becoming the first female CEO in L’Oréal’s U.S. history. Host Heather Monahan and Jamie discuss overcoming adversity, the importance of authenticity, handling setbacks, and the transformative power of persistence, self-belief, and service.

Key Discussion Points & Insights

1. The Real Story Behind "Overnight Success"

• Jamie dispels the myth of "overnight success," emphasizing years of rejection, late nights, and emotional hardship.
• She stresses that people typically see the success highlight reel but seldom the struggle behind it.
• Quote:

  “If people just see the highlight reel and we don't ever share the real stories … then everyone else is tempted to give up on their own dreams because they feel alone in their own struggles or rejection.” (11:47, Jamie Kern Lima)

• She wrote her book Believe IT to candidly reveal the ups, downs, and lessons learned—the things she wished she knew earlier on her journey.

2. Work Ethic and Sacrifice

• Heather fawns over Jamie’s relentless approach to her book launch—her hustle, high-profile support (Tony Robbins, Ed Mylett, etc.), and giving all proceeds to charity.
• Jamie’s work ethic is highlighted not just as a fact of her success, but a model for “going bigger” and pushing boundaries.
• Heather:

  “If you want to reach that type of success, you're going to have to make tremendous sacrifices and work harder than anyone… After meeting Jamie, she takes the cake.” (04:00, Heather Monahan)

3. Vulnerability and the Power of Community

• Jamie shares that her go-it-alone attitude (“lone wolf”) came from fear of not being worthy of others showing up for her.
• Through her struggles with infertility, surrogacy, and finally community support for her book launch, she realized:

  “Life isn’t meant to do alone … we’re all, if we choose to be, still on a lifelong journey of learning to truly believe in ourselves, trust ourselves, and know we’re enough.” (16:59, Jamie Kern Lima)

• Allowing others to support you is as crucial as supporting others.

4. Rejection as a Stepping Stone

• Jamie unpacks rejection—hundreds of “no’s” from experts, retailers (Sephora, QVC, Ulta), and investors.
• Story: Early investor told Jamie:

  “I just don’t think women will buy makeup from someone who looks like you—with your body and your weight.” (27:31, Jamie Kern Lima)

• Rather than internalize these rejections, she deliberately turned down their volume, focusing on her gut’s yes.
• Quote:

  “Every single one of them said, no, no, no, no, no… But I never took it personally to them. I look back now at all the years of no’s; we were eventually able to turn them into yeses.” (29:33, Jamie Kern Lima)

• In hindsight, those rejections were often “God’s protection”—they allowed her to keep control of her company and vision.

5. Authenticity as Differentiator

• Jamie discusses being an “outsider” in the beauty industry: showing real skin, real women of all ages/sizes, and real challenges on live national TV.
• CEW Speech (“What Will You Do With the Power That is You?”): Instead of a “people pleaser” speech, Jamie used her platform to challenge the industry’s standards, facing both national praise and significant backlash.
• Quote:

  "The people who are crazy enough to believe they can change the world are the ones who do.” (Apple Ad reference, 40:19, Jamie Kern Lima)

• Doing the right thing means facing opposition but is the only way to drive positive change.

6. Practical Tools for Confidence & Resilience

• The “Microphone” Tool (46:26): We all decide who we give the metaphorical microphone to in our lives; only those who genuinely support and inspire us deserve it on topics that matter.

  “You only give your microphone to people … who are for you and want to vibrate at the high level that you also want to vibrate at.” (48:23, Jamie Kern Lima)

• Visualization (50:42): Before her life-changing QVC segment, Jamie visualized her success and focused on standing for all women—this visualization shaped her decision to show real models, which ultimately made the brand a success.

7. Overcoming Self-Doubt and Criticism

• Discussion of societal pressures, people-pleasing, and overcoming “mean girls,” haters, and personal criticism.
• The book is positioned as a practical guide for anyone struggling with self-doubt and seeking to reignite their inner light and self-belief.

Notable Quotes & Memorable Moments

• On Rejection:

  “Self-doubt and also, rejection, kills more dreams than almost anything else.” (21:54, Jamie Kern Lima)

• On Perseverance:

  “It is going to be a yes one day. And so I'm so excited that when your customers get to experience IT Cosmetics, it's going to be life-changing.” (29:30, Jamie Kern Lima)

• On Giving Back:

  “100% of all my author proceeds [are] donating to Feeding America and Together Rising.” (10:28, Jamie Kern Lima)

• On Visualization:

  “I would visualize the show. I visualized the huge sold-out sign coming up across the screen…” (51:07, Jamie Kern Lima)

• On Worthiness:

  “My whole badge of honor lone wolf-ness was really just a deep-seated fear that I wasn’t worthy of other people showing up for me.” (16:43, Jamie Kern Lima)

• On Taking Risks:

  “The greater our calling, the greater our opposition.” (35:50, Jamie Kern Lima)

• On the Book’s Impact:

  “When I was reading this book, I was rooting for you through all these stories. I realized by the end of the book, I was rooting for myself again.” (53:58, Jamie Kern Lima reflecting a reader’s message)

Timestamps for Key Segments

• [09:26] – Jamie’s introduction; her journey and philanthropic focus of her book.
• [11:47] – The importance of sharing the whole story, not just the highlight reel.
• [14:45] – On learning worthiness and the life lesson of letting others show up for you.
• [21:35] – In-depth look at facing and reframing rejection.
• [29:33] – The practice of perseverance and not internalizing business rejection.
• [34:01] – Conversation on self-doubt, societal beauty standards, and resilience.
• [35:50] – The high-stakes moment and fallout of Jamie’s bold industry speech.
• [46:26] – The “Microphone” tool for setting boundaries around advice/input.
• [51:07] – Jamie’s visualization techniques and preparation for her QVC break.
• [53:57] – The ultimate reader impact: rooting for oneself.
• [55:19] – Free action plan/workbook for listeners at BelieveIT.com.

Conclusion & Resources

Jamie’s journey is a master class in grit, resilience, and authenticity. She champions using setbacks as setups, sharing vulnerability, and trusting one's inner voice amid external skepticism. The episode is rich with lessons for anyone facing self-doubt, societal pressures, or relentless rejection. Jamie’s Believe IT is more than a memoir—it’s a playbook for reclaiming your power.

Resources Mentioned:

• Believe IT (Book and free Action Plan)
• Jamie Kern Lima on Instagram: @jamiekernlima

Summary in One Line:
If you’re doubting yourself or facing obstacles in your path, Jamie Kern Lima’s story and actionable wisdom—backed by generosity and relentless perseverance—are a clarion call to believe in yourself, even when the world says no.