Jamie Kern Lima

Yes. Yes. And I'm thinking about a famous quote that says, I think it's Brendan Burchard, that says like, you're not scared to start. You're scared to have other people see you starting small.

That is so hard. I had no idea how many no's I would get. No's from amazing experts in the beauty industry, no's from some of my favorite stores I would shop at. I mean, I would send our samples to And finally, Megan, all of the like really high profile buyers and this and that, they were all saying no. So I started, I was like, okay, I've just got to get our product so good.

That is so hard. I had no idea how many no's I would get. No's from amazing experts in the beauty industry, no's from some of my favorite stores I would shop at. I mean, I would send our samples to And finally, Megan, all of the like really high profile buyers and this and that, they were all saying no. So I started, I was like, okay, I've just got to get our product so good.

This is going to, and I felt in my gut it was going to work, but like nothing around me said that my gut was right. So I started stalking LinkedIn going, let me just find everyone who works at Sephora now. You might have their position and Ulta Beauty and all the department stores and QVC. Let me just send them all samples. And I mean, it was just like over and over and over.

This is going to, and I felt in my gut it was going to work, but like nothing around me said that my gut was right. So I started stalking LinkedIn going, let me just find everyone who works at Sephora now. You might have their position and Ulta Beauty and all the department stores and QVC. Let me just send them all samples. And I mean, it was just like over and over and over.

Yes. And I remember we were so close to bankruptcy and I remember I'd finally got a meeting with Sephora. Yeah. I was like, oh, my gosh. I could barely afford the plane ticket to get there. So it's this tall building in Market Street in downtown San Francisco. And I flew there. I remember going up the whole building. I remember the elevator doors opening.

Yes. And I remember we were so close to bankruptcy and I remember I'd finally got a meeting with Sephora. Yeah. I was like, oh, my gosh. I could barely afford the plane ticket to get there. So it's this tall building in Market Street in downtown San Francisco. And I flew there. I remember going up the whole building. I remember the elevator doors opening.

And I felt like Anne Hathaway in Devil Wears Prada. I was like, whoa. I remember looking all around. And I had this moment where I looked down at what I was wearing and I was like, oh, wow. It was an old, like a very old kind of dress thing, but I, you know, I could not afford a new outfit. And when I walked in the boardroom, I was like pouring my heart out.

And I felt like Anne Hathaway in Devil Wears Prada. I was like, whoa. I remember looking all around. And I had this moment where I looked down at what I was wearing and I was like, oh, wow. It was an old, like a very old kind of dress thing, but I, you know, I could not afford a new outfit. And when I walked in the boardroom, I was like pouring my heart out.

And there was one decision maker and she was actually the head buyer at the time. And I'll never forget. She stopped me mid pitch. And she said, if people were talking about this product, I'd be hearing about it. And I'm not. Yeah. Yeah. And it was a no. And I remember just like walking out to the elevator and it was a packed elevator and I was trying not to cry.

And there was one decision maker and she was actually the head buyer at the time. And I'll never forget. She stopped me mid pitch. And she said, if people were talking about this product, I'd be hearing about it. And I'm not. Yeah. Yeah. And it was a no. And I remember just like walking out to the elevator and it was a packed elevator and I was trying not to cry.

I remember tears like at the edge of my lashes and I was trying to cry my lashes off. And I said... I was like, I can't cry. I'm a CEO. These are all Sephora people. I'm like, they can't see me cry. And I was like trying to hold it all together. And we got to the bottom lobby and I walked straight out and right around the corner on Market Street and up against this brick wall.

I remember tears like at the edge of my lashes and I was trying to cry my lashes off. And I said... I was like, I can't cry. I'm a CEO. These are all Sephora people. I'm like, they can't see me cry. And I was like trying to hold it all together. And we got to the bottom lobby and I walked straight out and right around the corner on Market Street and up against this brick wall.

And I just like started sobbing because I was like, how am I going to call Paul and my husband and tell him it's a no and I don't know how we're going to make it? And there were so many of those.

And I just like started sobbing because I was like, how am I going to call Paul and my husband and tell him it's a no and I don't know how we're going to make it? And there were so many of those.

Yeah. Yeah. I remember a no from QVC where I'd sent them so many samples for years. I finally got the head guy, a guy named Alan Burke. I love this story. Oh, my gosh. So he's responsible for building the multi-billion dollar beauty business at QVC. And imagine sending hundreds of samples for years and either getting no's or never hearing. I finally got word he wanted to have a call.

Yeah. Yeah. I remember a no from QVC where I'd sent them so many samples for years. I finally got the head guy, a guy named Alan Burke. I love this story. Oh, my gosh. So he's responsible for building the multi-billion dollar beauty business at QVC. And imagine sending hundreds of samples for years and either getting no's or never hearing. I finally got word he wanted to have a call.

I was like, oh, my gosh. If Alan Burke wants to get... This is huge. huge. If he's going to give me his power, finally. And I was like pacing around my office, which was our living room. And I was like getting ready for the call. I was like power posing because Harvard had done the research that if you pose like superwoman, you're more confident. I was like power posing.

I was like, oh, my gosh. If Alan Burke wants to get... This is huge. huge. If he's going to give me his power, finally. And I was like pacing around my office, which was our living room. And I was like getting ready for the call. I was like power posing because Harvard had done the research that if you pose like superwoman, you're more confident. I was like power posing.

I was like pumping myself up. And I was like telling myself like, they'll be lucky to have us and all these things. Anyways. He, that phone call, he was very kind, but he basically said in these exact words, we've received your samples, all of them. And I was. And I wanted to call you directly and let you know myself that I've met with our entire buying team.