Episode 246: Throwback Bonus Episode

In this episode Jamie Kern Lima — founder of IT Cosmetics and author of Believe IT: How to Go from Underestimated to Unstoppable — shares the origin story behind IT Cosmetics, the inspiration for launching a beauty brand rooted in real women’s needs, and the hard-won lessons of building a business from doubt to global success. Jamie walks through the core of her book: learning to believe in yourself, reframing rejection, and transforming identity to move from underestimated to unstoppable. We dig into the inner work of overcoming self-doubt and imposter syndrome, the role faith played in her journey, and the practical steps readers can use to reframe failure and grow self-worth. Jamie also responds to the myth that success is “easy,” offers a one-word piece of advice for listeners, and teases special surprises for those who order the book. Expect honest stories, actionable tools, and inspiring takeaways to help you start believing in yourself today.

Guest

Jamie Kern Lima went from Denny's waitress to billion-dollar entrepreneur! She's the host of the
#1 Self-Improvement Podcast in the country, The Jamie Kern Lima Show podcast, where Oprah Winfrey was her first guest. She's a Guest Shark on the upcoming Season 16 of Shark Tank on ABC.
She's a two-time New York Times bestselling author, her new book WORTHY made it 14 weeks in a row on the NY Times bestseller list. She's founder of IT Cosmetics, a company she started in her living room and sold to L'Oréal in a billion-dollar deal, becoming the first female CEO of a brand in L'Oreal's 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 been a Denny's waitress, a struggling entrepreneur, and has overcome years of self-doubt, body-doubt and God-doubt. She's a mother of two and an active investor, speaker, and thought leader who is passionate about inspiring and elevating women. She recently held her live event called Becoming Unstoppable, where more than 260,000 women joined live from their living rooms, and many iconic women of our time including Oprah Winfrey, Ellen DeGeneres, Robin Roberts and Maria Shriver all joined to support Jamie in her mission of building self-worth in every single girl, woman and person! She's also an active philanthropist who has funded leadership training in more than 100 prisons and shelters across the US, and has donated over $40 million in product and funds to help women face the effects of cancer with confidence. She's donating 100% of her author proceeds for WORTHY.

Host

Olyasha Novozhylova @notbasicblonde_

NotBasicBlonde Podcast @nbbpodcast

Episode 245: Part 2

In this solo episode I dig into the practical and personal sides of creative entrepreneurship. I share how my — and one pivotal piece of advice — reshaped my mindset, and explain which tools have reclaimed hours on the business side of my brand.

I outline essential legal protections for licensing content — contracts, NDAs, and clear usage rights — and give a simple framework for balancing free content with premium offers so they feed each other. I also discuss how creators should prioritize audience growth versus monetization in year one and offer actionable steps for that tradeoff. I close with a few personal touches: a small ordinary pleasure that brings me unexpected joy, how I manage privacy while sharing parts of my romantic life online, and when I think it’s appropriate to bring up long-term goals like kids, marriage, or relocation in a new relationship.

Host

Olyasha @notbasicblonde_

NotBasicBlonde Podcast @nbbpodcast

Episode 245 - Part 1

In this solo episode I share practical brand-identity advice for first-timers, the exact moment I decided to create content professionally, and how my personal aesthetic has evolved since I started. I bust the glamour myth—explaining the strategy, inconsistent income, negotiation, and emotional labor behind being visible—and walk you step-by-step through my creative process from idea to published post.

I talk honestly about handling negativity, comparison, and burnout; the role community plays in my work and how I cultivate it; and the toughest business skills I had to learn and why they were worth it. I explain how I treat trends—when I follow, adapt, or ignore them—and how I protect my mental health and set boundaries while living a partly public life.

I also share one risk that paid off and one that didn’t, and the lessons I took from both. I close with actionable advice for anyone starting now who wants to build a meaningful presence—and a few reflections on what it feels like to create and live in Miami.

Host

Olyasha Novozhylova @notbasicblonde_

NotBasicBlonde Podcast @nbbpodcast