Believe IT: How to Go from Underestimated to Unstoppable

Jamie Kern Lima, founder of IT Cosmetics, shares her story of building a company that eventually sold for over a billion dollars, making her the first female CEO of a brand in L'Oréal's 100+ year history. She began as a struggling waitress with an unconventional idea and faced significant self-doubt and rejection along the way. The book combines personal narratives with practical lessons. Lima discusses overcoming self-doubt, body-doubt, and faith-related doubts, as well as discovering she was adopted in her twenties and how that affected her life. She also addresses her efforts to change the beauty industry's use of unrealistic images. Throughout the book, Lima explores how to gain courage to take risks, trust your intuition, let go of mistakes and insecurities, manage rejection and criticism, build confidence, and pursue your goals. The book is intended for readers who struggle with self-doubt, feel underestimated, or doubt whether success is possible for them.