April 14, 2021

50signs

The Fashion Spirit

Jamie Kern Lima on managing rejection when building IT Cosmetics

3 min read

“When you google my tale, you see Denny’s waitress crafted billion-dollar empire, you see the spotlight reel,” says Jamie Kern Lima, the founder IT Cosmetics.

Those people pieces are genuine: In college or university Kern Lima labored at Denny’s, and in 2008, she and her partner both stop their careers (Kern Lima was a neighborhood information anchor at the time) and commenced a make-up enterprise. Kern Lima preferred a basis that would go over her rosacea (a widespread pores and skin situation that brings about redness on the face), so she produced just one.

The makeup line expanded from there, and eight a long time later on, L’Oreal acquired IT Cosmetics for $1.2 billion in money. Kern Lima pocketed about $410 million from the offer, according to Forbes, and for about three decades she stayed on as CEO of IT Cosmetics, which created her the first woman CEO in L’Oreal’s background.

But the rags to riches tale is not the complete tale. The truth is that Kern Lima seasoned years of rejection, setbacks and was down to her past $1,000 at one particular stage right before her “fairytale” achievements. To go ahead, Kern Lima discovered she experienced to get it all in stride.

Kern Lima remembers one male trader instructed her that he did not think women of all ages would purchase make-up from an individual who seemed like her, “with her system and weight.”

“That one particular damage,” suggests Kern Lima. “I went to the car or truck and cried.”

QVC declined to offer IT Cosmetics for a few a long time and Sephora reported no for six many years. Now both sell the brand name.

“Understanding how to not take rejection personalized, it can be so critical,” Kern Lima claims.

Each time she gained a no, Kern Lima would respond to the merchant as if it was going to be a indeed a person day. “I would pretty much observe up with an electronic mail thanking them and saying I won’t be able to wait around for the working day that we’re in your shops.” Then she would follow up any time IT received push or experienced a new merchandise start.

“Often experts who necessarily mean perfectly haven’t essentially created or built something by themselves. And, nevertheless they may perhaps imagine they are visionaries, they normally usually are not able to imagine the good results of some thing they have not seen just before,” Kern Lima states in her new memoir, “Think It: How to Go from Underestimated to Unstoppable.”

Kern Lima claims if she experienced acknowledged that previously as a youthful entrepreneur, she would have saved herself numerous sleepless evenings.

“To undertaking into unmapped territory, in some cases we have to acquire the authorities off the pedestal we are created in our minds for them, and place our instinct on to a person,” she writes.

The critical to achievement, suggests Kern Lima, is staying nonetheless and listening to that “small, obvious voice inside of us telling us what to do.”

However it is human nature to come to feel harm or resentful in the direction of an individual who rejects your thought or solution, holding bitterness will under no circumstances do the job, she says.

“If I might held grudges against from anyone who a single rejected me, I’d by no means have turned these Nos into superb YESes,” she writes in “Imagine It.”

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