Jamie Kern Lima is an American entrepreneur, author, and television personality. She is the founder and CEO of IT Cosmetics, a global beauty brand. She is also the author of the New York Times bestseller Believe IT: How to Go from Underestimated to Unstoppable. Lima is a former news anchor and has appeared on numerous television shows, including The Today Show, Good Morning America, and The View. She is a passionate advocate for women's empowerment and has been featured in Forbes, Fortune, and Inc. magazines. Lima is a sought-after speaker and has been honored with numerous awards, including the EY Entrepreneur of the Year Award. She is a proud mother of two and resides in Los Angeles.