The Jefferson Fisher Podcast

Episode: From Denny’s Waitress to Billion-Dollar CEO with Jamie Kern Lima
Date: November 11, 2025
Host: Jefferson Fisher (Civility Media)
Guest: Jamie Kern Lima (Founder, IT Cosmetics, Author of Worthy)

Episode Overview

This episode features Jamie Kern Lima, the trailblazing founder of IT Cosmetics and author of Worthy. Jamie shares her inspiring journey from working as a waitress at Denny’s to becoming the first female CEO in L'Oréal's 100-year history. The central theme is how self-communication shapes our trajectory, with actionable strategies for redefining rejection, building self-worth, and communicating effectively with ourselves and others—crucial tools for breaking through doubt and achieving meaningful conversations in life and leadership.

Key Discussion Points & Insights

1. Jamie’s Early Story: The Power of Whispers & Self-Communication

[01:48 - 06:48]

• Jamie discusses her humble beginnings, recounting her various jobs (from bagging groceries to waitressing at Denny’s) and the persistent “whispers” she felt as a child—big dreams of impacting others, sparked by watching Oprah.
• Self-doubt was a constant shadow:

  “Most of my life the way I communicated to myself was very much around am I enough? Am I worthy of these things? So much of my life was filled with a lot of self doubt.” — Jamie Kern Lima [01:48]

• She identifies that how we communicate with ourselves—especially about our own worth—creates much of our internal ceiling:

  “When we fundamentally believe we’re not enough or unworthy, it’s a lie... It becomes our ceiling in so many areas of our life.” — Jamie Kern Lima [03:00]

2. Facing Rejection and the Self-Talk Behind It

[08:18 - 20:36]

• Jamie explains how handling rejection (whether from investors, retailers, or internal self-talk) starts with redefining its meaning.
• She shares that 80% of women and 73% of men report feeling “not enough”—and reframing rejection is key.
• Jamie’s pivotal tool: Consciously rewriting the definition of rejection:

  “Every time I get another rejection... I’m going to assign this meaning to rejection. I’m going to believe it’s going to be a yes one day. But right now, you know, I believe rejection is God’s protection.” — Jamie Kern Lima [18:42]

• Her practical technique:
  • Write out the first thought you have about rejection and consciously rewrite it (e.g., “Rejection is God’s protection”, “Rejection is redirection”, “I’m one step closer to yes”).

3. Setbacks, Self-Doubt & the Birth of IT Cosmetics

[10:22 - 16:08]

• Jamie recounts the triggering moment: her hereditary rosacea causing issues during live news broadcasts.
• A moment of pain led to the realization that the industry’s standard of perfection contributed to her self-doubt—and inspired her to create authentic, inclusive products.
• The “big why” behind IT Cosmetics:

  “What if there’s something I could do that’s way bigger than myself, way bigger than a product—where I could try to help shift the definition of beauty in the entire beauty industry?” — Jamie Kern Lima [14:48]

• She quit her dream job, wrote a business plan on her honeymoon, poured every penny into her idea—and faced “hundreds and hundreds” of no’s before ever making a sale.

4. Practical Strategies for Redefining Rejection

[16:08 - 21:49]

• Jamie shares her fail-proof tool:
  • Get specific with new, empowering definitions and actually believe them.
  • Example definitions: “Rejection is God’s protection,” “Rejection is redirection,” “Rejection is proof I’m brave enough to try.”
• Application in her own story—QVC and retailer rejection:

  “They said no for years... it was that ability to communicate with myself that made the difference.” — Jamie Kern Lima [18:40]

• Jefferson summarizes:

  “You, you are editing your dictionary to... have a totally different definition that does not see [rejection] as a setback, but ... a stepping stone.” — Jefferson Fisher [21:49]

5. The Transformative Power of Self-Belief — A Key Rejection Story

[27:36 - 32:39]

• Jamie shares her most painful rejection:
  • A potential investor (2007-2010) not only declined but doubted her appearance:

    “I just don’t think women will buy makeup from someone who looks like you with your body and your weight.” [28:43]

  • Her gut response:

    “He’s wrong. He’s wrong. And I felt it.” — Jamie Kern Lima [28:50]

• She rewound his words for years but turned down their volume with her inner knowing.
• Six years later, after the $1.2 billion acquisition by L'Oréal, the investor called to admit, “I was wrong.”

  “I can give you 1.2 billion reasons why it was a huge mistake. But I didn’t, I kept it classy.” — Jamie Kern Lima [31:33]

6. Communicating with Confidence as a Woman — Tools & Advice

[35:35 - 42:14]

• Jamie tackles the question: “How do I speak assertively as a woman without being perceived as ‘too much’?”
• Key: Commit to your own worthiness and value your voice.

  “So many of us were raised to dim our light... we’re not comfortable sharing our wins and being extremely confident without telling ourselves a story that it’s arrogant.” — Jamie Kern Lima [35:35]

• Tools:
  • Do a personal audit: Are you shrinking or dimming your light?
  • Make your action about more than yourself—set an example for others.
  • Organizational perspective: Have a clear mission and communicate it relentlessly; link everyone’s job to purpose.

7. Creating an Empowering Circle: Insights from CEO Circles

[43:25 - 49:38]

• Successful people still experience self-doubt—no one is immune.
• What sets top leaders apart:
  • They curate their inner circle for high, positive energy—“energy is contagious.”
  • Avoid a “cage” of negative people.
  • Test for “emotional residue”:

    “When you’re around people and you leave a room, they’ll leave an emotional residue on you, and you can feel it... does it taste like freedom, or is it the opposite?” — Jamie Kern Lima [48:45]

  • Consider moving people to your “outer circle” as needed.

8. Jefferson’s Top Three Takeaways

[49:38 - 50:59]

• Redefine rejection: Write your own definition—one that empowers, not limits.
• Find Your North Star: In conversations, center yourself on your core purpose, not just saying the “right thing.”
• Curate Positive Circles: You are shaped by the voices around you.

Memorable Quotes & Moments

• “So many of us doubt ourselves out of our own destiny.” — Jamie Kern Lima [08:18]
• “You need to reassign, relabel, redefine what the word rejection means to you.” — Jefferson Fisher [49:38]
• “Rejection is God’s protection.” — Jamie Kern Lima [18:42]
• “Our self worth can be our ceiling in almost every area of life.” — Jamie Kern Lima [23:28]
• “Energy is contagious.” — Jamie Kern Lima [46:35]
• “We talk so much about cancel culture. The single greatest cause ... is us canceling ourselves before we even try.” — Jamie Kern Lima [19:23]
• “Are the people around you more like a close circle or are they more like a cage?” — Jamie Kern Lima [47:10]

Key Segment Timestamps

• [01:48] Jamie’s backstory: From Denny’s waitress to CEO—“the whispers”
• [08:18] Rejection and new definitions: practical self-talk
• [10:22] TV anchor setback: Rosacea, vulnerability, and big “why”
• [14:48] Vision: Changing the beauty industry standard
• [16:08] Redefining failure and rejection—toolbox method
• [27:36] Crushing rejection: The body/weight investor story
• [31:33] Full-circle: Investor admits, “I was wrong” post-acquisition
• [35:35] Tools for confident communication—especially for women
• [43:25] Pattern recognition from CEO circles—self-doubt & empowering circles
• [49:38] Jefferson’s “One, Two, Threes” Wrap Up

Final Notes and Where to Find Jamie

• Jamie’s book Worthy—praised for its practical strategies and inspiration.
• Listen to The Jamie Kern Lima Show Podcast.
• Jamie reminds listeners:

  “You can curate your circle digitally if you don’t have one physically—tune in to podcasts and shows that lift you up.” [52:45]

Overall Tone:
Inspirational, practical, warm, empowering—Jamie shares with candor, humor, and passion, while Jefferson weaves in summary points and actionable advice.

For Listeners:
If you’re facing self-doubt, rejection, or struggling to find your voice, this conversation is packed with both the mindset resets and specific techniques you need to change your self-talk—and, in turn, your life.