Jamie Kern Lima Paulo Lima

Co-Founders and CEOs, IT Cosmetics

Jamie Kern Lima, Co-Founder and CEO of IT Cosmetics, is on a mission to inspire and empower women to believe all things are possible, to change the conversation of what is beautiful, to create game-changing, life-changing products that truly work and to make the world more beautiful through giving back in a big way.

Prior to launching IT Cosmetics Jamie was an award winning TV News anchor with beauty challenges including sparse brows and sensitive skin, and could never find products that truly worked. She felt there must be other women out there like her, who want skin-loving, clinically-proven, problem-solving makeup and skincare products that truly work! And that’s when IT Cosmetics was born. Two years after launching the brand, Jamie went on air at QVC with Bye Bye Under Eye Concealer and in ten minutes, sold out completely. Today IT is QVC’s top-selling makeup line, and a top selling brand in ULTA Beauty and Sephora. IT Cosmetics has received more than 30 QVC Customer Choice Beauty Awards, and was also honored as the 2016 WWD Beauty Inc Prestige Brand of the Year. In 2016 IT Cosmetics was acquired by L’Oreal, making Jamie the first woman to hold a CEO title in L’Oréal’s 107 year history.

Jamie graduated valedictorian from Washington State University, and received her MBA from Columbia University. She was recently named one of Goldman Sachs’ 100 Most Intriguing Entrepreneurs, WWD's 50 Most Powerful Women in Beauty and received the EY Entrepreneurial Winning Women Award and the 2017 Cosmetic Executive Women (CEW) Achiever Award. Jamie is energized by an unremitting passion to inspire and empower women and has been featured on Good Moring America, the TODAY Show, NIGHTLINE, Joel Osteen, New York Times, Marie Claire, SHAPE, WWD, GLAMOUR, COSMOPOLITAN, NY Magazine, Wall Street Journal, and many more.

When Jamie’s not appearing live on QVC in many of IT Cosmetics 200+ shows annually, Jamie works passionately with many philanthropic partners including Look Good, Feel Better® where IT Cosmetics has donated over $24 million in product to date to help women face the effects of cancer with confidence. www.itcosmetics.com

Paulo Lima is the Co-Founder and Co-CEO of IT Cosmetics. A business that started in his living room table and was sold to L’Oreal in 2016 in what was the largest acquisition in L’Oreal history.  Paulo has been honored with awards including the Ernst & Young Entrepreneur of the Year, he is a KPMG QuantumShift Fellow and has twice been honored as a Goldman Sachs 100 Most Intriguing Entrepreneur. 

Prior to founding IT Cosmetics, Paulo worked on Wall Street, focusing in M&A at various firms including Credit Suisse and Peter J. Solomon Co.  Paulo received his BBA from the University of Michigan and an MBA from Columbia University. Paulo Co-Founded IT Cosmetics' with the mission to create innovative products that truly solve problems and give women beauty solutions to improve their lives and make them feel their most beautiful, as well as to give back in a big way. To date, IT Cosmetics has donated over $24 million in product to causes that empower women, including helping women with cancer through Look Good, Feel Better. IT Cosmetics has received multiple industry and editorial awards including WWD Prestige Brand of the Year, QVC Vendor of the Year and has received more than 200 press placements this past year alone including TODAY Show, Good Morning America, Nightline, NY Times, WWD, Allure, InStyle and many more. IT Cosmetics has also achieved great success across North America, Europe, Australia and Asia as a top beauty brand on QVC, ULTA Beauty stores and Sephora.