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Believe IT

How to Go from Underestimated to Unstoppable

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About The Book


From the New York Times bestselling author of Worthy: How to Believe You Are Enough and Transform Your Life!

“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 knowing 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, an 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 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

Product Details

  • Publisher: Gallery Books (February 23, 2021)
  • Length: 288 pages
  • ISBN13: 9781982157807

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Raves and Reviews

“Empowering, soul-filling … Jamie 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 lion. We can learn a lot from 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 Osteen, New 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 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 judgement 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

“If your faith is low and you're losing hope in your dream then BELIEVE IT is a-must-read! Jamie Kern Lima's story is a powerful reminder that all things are possible to those who believe. BELIEVE IT is your professional, personal and spiritual fill-up!”
De Von Franklin, New York Times bestselling author & Hollywood producer

“From struggling waitress to billion dollar entrepreneur, I couldn’t put the book down! This book 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

Believe It will leave you laughing, crying, and moved by the story of a woman who believed she could. For the women who have been told you're too much and not enough in the same breath, and for anyone who has ever questioned if you’re capable of making a difference, this book is for you.”
Jenna Kutcher, Host of The Goal Digger Podcast

“One of the most compelling, iconic, heartfelt, honest, and triumphant stories you will ever read! This is a book 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’s inspiring story reveals the honest heartfelt journey that every successful person must endure: overcoming feelings of self-doubt and insecurity, following your intuition, and embracing relentless hope that it can all be made better. Read this book and learn how to do it in your own life.”
Rory Vaden, New York Times bestselling author of Take the Stairs

“Jamie's story is the kind we need right now; a story about resilience and strength, trust and surrender, courage and confidence. This book reminds me of something worth remembering: my dreams are worthwhile, and when I believe in myself I’m actually unstoppable.”
Rachel Brathen, author of To Love and Let Go (@yoga_girl)

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

“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

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