Believe IT: How to Go from Underestimated to Unstoppable

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“Game-changing. Authentic. A must-read for every woman! Jamie is the real deal—and that’s rare.” —Glennon Doyle, #1 New York Times bestselling author of Untamed

“Raw. Real. Powerful. Filled with vulnerability and grit. This book will inspire you to believe in your own power. It’s a book every woman needs!” —Sara Blakely, Founder Spanx

Imagine overcoming the things holding you back, breaking through the barrier of self-doubt and fully becoming the person YOU were BORN TO BE!

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. Spellbinding, riveting, with raw vulnerability and down-to-earth warmth, Believe IT shakes your soul and shows you that you, too, have what it takes to believe in yourself, trust yourself, and go from doubting you’re enough to know you’re enough! Do you have big goals, hopes, and dreams but let rejection get in the way? Do you struggle with feeling like you’re not enough and like success is something that happens to other people, but have a hard time believing it’s possible for you? Do you let past mistakes and failures hold you back? Do you know deep down inside that you were created for more, but somehow still doubt yourself?

In Believe IT you’ll discover how to…
-Overcome self-doubt
-Gain the courage to take risks, and empower yourself and others
-Tune into and trust your own intuition
-Let go of your mistakes and insecurities
-Turn down the volume on your inner critic
-Handle the rejection, the haters, and the mean girls
-Boost your confidence
-Start your dream (and keep going!)
-And much more…

​If you’ve ever doubted yourself or felt truly underestimated, this book will inspire a new kind of belief and confidence in you and your dreams!

About the Author:

Jamie Kern Lima started IT Cosmetics in her living room and grew the company into the largest luxury makeup brand in the country. She sold the company to L’Oréal in a billion-dollar deal and became the first female CEO of a brand in its history. Her love of her customers and remarkable authenticity and belief eventually landed her on Forbes America’s Richest Self-Made Women list. Today, she’s a mother of two and an active investor, speaker, and thought leader who is passionate about inspiring and elevating women. She’s also an active philanthropist who has donated over $40 million in product and funds to help women face the effects of cancer with confidence. Learn more at


“Empowering, soul-filling … Jamie’s will remind you of the strength and resilience inside of you! a phenomenal book by a phenomenal woman!”
Robin Roberts, Good Morning America“Believe IT helps you turn down the noise of your inner critic and tune into your most authentic inner voice.”
Jay Shetty,  #1 New York Times bestselling author of Think Like a Monk, 5+ Billion View Video Creator

“So Insightful and inspiring!”
—Ellen DeGeneres, Television Host, Actress, Writer and Producer

“Jamie is an inspiration! A genuine soul with a tenacious spirit and the heart of a lion. We can learn a lot from an incredible journey and her beautiful heart!”
Chrissy Metz, Actress, Singer, #1 New York Times bestselling author

“Jamie’s story will inspire you to dream big dreams no matter how impossible they may seem.”
Victoria OsteenNew York Times bestselling author, Co-Pastor Lakewood Church

“Powerful and purposeful! I love this book! Read Believe IT to unleash your potential, challenge your mindset, lift your heart, and connect with your authentic purpose. Such a great book by such a great human being!”
Tony Robbins, #1 New York Times Bestselling Author, entrepreneur, philanthropist

“Thoughtful, Authentic, Inspiring. An invitation to find your dreams.”
Bob Goff, #1 New York Times bestselling author, Love Does, Dream Big, Everybody Always

“As I turned the pages of Believe It, I found myself rooting for Jamie to realize her dream. Then I discovered that her words and life are so contagious that I started rooting for myself!! That will happen to YOU…trust me…turn the pages and it will turn you around!”
John Maxwell, #1 New York Times bestselling author of 86 books, Speaker, & Pastor

“Jamie Kern Lima is one of the most inspiring people I’ve ever met. Believe IT shows how she overcame self-doubt and judgment to achieve her dreams, and how you can too. It’s a must-read, Jamie is a role model for our times.”
Brendon Burchard#1 New York Times bestselling author, High-Performance Habits

“BELIEVE IT is a real-life story that will give you the COURAGE to believe in your dreams and the roadmap to ACHIEVE them! “Buy this book! You deserve to read it!”
Mel Robbins, speaker and bestselling author The 5 Second Rule


Jamie’s story touched and inspired me in ways I never could have imagined. Her honesty and vulnerability are on every page, and she had me in tears of joy, celebrating the deep healing of her transformative story. What a brave, courageous woman! You don’t have to have any of life’s circumstances in common with her to be inspired by this book.

Her generous sharing is even more impressive when measured against her accomplishments, which include creating one of the biggest cosmetic brands in the world and selling it for over a billion dollars!

She is donating all proceeds from the book (and the fantastic online book launch event, pictured) to Feeding America and Together Rising – two charities dedicated to supporting and nurturing people in need. If there were more billionaires and people in powerful positions like her, the world would be a better place.


This book is fantastic! I was given an advance digital copy and have been chomping at the bit for the release day so I could leave a review. 🙂 I pre-ordered the printed copy, which arrives today. I’m looking forward to reading believe it again with a highlighter. Yep, I enjoyed this book that much.

I love books that share someone’s story and Jamie Kern Lima does this with such authenticity and care. I cried I laughed, I cheered and most of all, I feel inspired and more motivated to seriously go after a new idea I’ve been “planning” for a couple of years now.

Even if you’re not in the planning stage of something new, just reading Jamie’s story and seeing what real perseverance looks like in action will be a gift, no matter your age, no matter your stage in life. So good!!!

I have admired Jamie Kern Lima since I first saw her on QVC many years ago. She was so brave to remove her makeup and show her rosacea to show how well her makeup (that she created) covered it. Believe It is not just the story of how she changed the beauty industry, but her struggles and triumphs along the way. Jamie also shares stories of her circle of friends. Jamie shares all in this book and I love the way she tells the stories.
This book is for every female. There are so many life lessons inside. You will walk away with so many favorite quotes and lessons from this book. One lesson that spoke to me most is, “Believe where you come from DOESN’T determine where you’re going.” This book is powerful!
I first ordered the Kindle version of the book. I was lucky enough to receive an advanced digital copy of the book. I have now ordered two hard copies. One for me so I can more easily find my highlighter marks and one to gift.
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Believe IT: How to Go from Underestimated to Unstoppable
Believe IT: How to Go from Underestimated to Unstoppable
$12.99 $14.98
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