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

“Believe IT helps you turn down the noise of your inner critic and tune into your most authentic inner voice.” —Jay Shetty, 5+ billion view content creator and bestselling author of Think Like a Monk

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 that 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 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 achieve the impossible. Do you have big goals, hopes and dreams but let rejection or self-doubt 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 have something more to give, but somehow still doubt yourself?

In Believe IT you’ll discover how to...

- Overcome self-doubt
- Tune into and trust your own intuition
- Let go of your mistakes and insecurities
- Turn down the volume on your inner critic
- Stick up for your ideas
- Handle the rejection, the haters, and the mean girls
- Start your dream (and keep going!)
- Follow through on your ideas
- Deal with personal dilemmas and find your real confidence
- 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

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Jamie Kern Lima is a New York Times bestselling author and founder of IT Cosmetics, a company she started in her living room and grew to 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 100+ year history. Her love of her customers and remarkable authenticity and belief eventually landed her on the Forbes America’s Richest Self-Made Women list. She’s the author of Believe IT, an instant New York Times, USA TODAY and #1 Wall Street Journal bestseller, and Worthy. 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. She’s also donating 100% of her author proceeds to Feeding America and Together Rising. Learn more at BelieveIt.com

Praise For…

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“From struggling waitress to billion dollar entrepreneur, I couldn’t put the book down! Believe IT is for every person who knows deep down inside they’re made for more, and they just need to learn how to believe!" —David Bach, #1 New York Times bestselling author of Smart Women Finish Rich and The Latte Factor

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

“One of the most compelling, iconic, heartfelt, honest, and triumphant stories you will ever read! Believe IT will not only make you a better business person but also a better human being.” —Jon Gordon, bestselling author of The Energy Bus and the Power of Positive Leadership

"Jamie Kern Lima is one of the most inspiring people I’ve ever met. Her hard-won wisdom, deep empathy for others, and extraordinary vision and commitment makes her a role model for our times. Believe IT shows how she overcame self-doubt and judgement to achieve her dreams, and how you can too. It’s a must-read motivational classic.” —Brendon Burchard, #1 New York Times bestselling author of Motivation Manifesto and High Performance Habits