[ APPLAUSE ]
>>> SO, WE'RE CAPPING OFF OUR
SERIES, "SHE MADE IT,"
LITERALLY.
ANYBODY ON THIS SIDE OF THE TV
SCREEN CAN TELL YOU THAT MAKEUP
IS A VERY BIG DEAL.
WHEN FORMER NEWS ANCHOR JAMIE
KERN LIMA WAS ON THE AIR, SHE
FELT HER MAKEUP WAS NOT HOLDING
UP ITS END OF THE BARGAIN.
SHE HAD A SKIN CONDITION AND NO
BRAND COULD HELP.
SHE SET OUT TO SOLVE HER OWN
PROBLEM.
IN THE PROCESS, BECOMING THE IT
GIRL FOR MANY, MANY OTHERS.
WATCH THIS.
>> I NEVER IMAGINED OR PLANNED
TO START A BEAUTY COMPANY.
I THOUGHT I WAS GOING TO BE A
JOURNALIST.
THIS CAME OUT OF SOLVING MY OWN
PROBLEM.
I HAVE HEREDITARY ROW ROSASIA.
THE MAKEUP WOULD BE BREAKING UP.
I COULD NEVER FIND ANYTHING THAT
WORKED.
>> Reporter: JAMIE DECIDED TO
USE FRUSTRATION AS FUEL TO TRY
SOMETHING NEW.
>> I QUIT MY JOB AND THE REST IS
KIND OF HISTORY.
>> Reporter: WHILE HEADED TO
THEIR HONEYMOON IN 2007, JAMIE
CONVINCED HER NEW HUSBAND TO
WRITE UP A BEAUTY BUSINESS PLAN
TOGETHER.
>> HE HAS PLASTIC SURGEONS IN
HIS FAMILY IN BRAZIL.
WE STARTED DEEP DIVING HOW
MAKEUP FORMULATIONS ARE MADE AND
HOW COULD WE DO THEM
DIFFERENTLY.
>> Reporter: WITH THAT, IT
COSMETICS WERE BORN.
>> WE POURED ALL OF OUR MONEY
INTO RESEARCH AND DEVELOPMENT.
FOR THE FIRST THREE YEARS, I RAN
THE BUSINESS OUT OF THE LIVING
ROOM.
I DIDN'T PAY MYSELF FOR THREE
YEARS.
I HEARD NO FROM EVERYBODY.
>> Reporter: JAMIE PRESSED ON,
HOPING TO PUT BYE-BYE UNDEREYE
CONCEALER IN FRONT OF THE
MASSES.
>> I COULD WEAR IT.
IT WOULD COVER AND WOULDN'T
CREASE OR CRACK.
I WOULD SET UP MEETINGS WITH
SEPHORA, QVC, ULTA, HEARD NO,
OVER AND OVER.
>> Reporter: JAMIE WAS NO
STRANGER TO HARD WORK, EVEN AS A
TEENAGE GIRL IN WASHINGTON
STATE.
>> I HAD FOUR JOBS.
I WAS A RECEPTIONIST, COACHED AT
NIGHT, AND I WORKED SELLING
POPCORN.
TAKE THE BUS TO THE SAFEWAY TO
BAG GROCERIES.
>> Reporter: DRIVE, COUPLED WITH
FAITH, MADE JAMIE THE FIRST OF
HER FAMILY TO GO TO COLLEGE.
THAT WAS AT THE CORE OF THE
OPPORTUNITY SHE MADE FOR HERSELF
AND HER FLEDGLING COMPANY IN
2010.
>> WE FINALLY GOT A YES FROM
QVC.
ONE AIRING FOR TEN MINUTES.
I BEGGED QVC TO LET ME TAKE MY
MAKEUP OFF.
AT THE TEN-MINUTE MARK, THE
SOLD-OUT SIGN WENT UP.
AND I STARTED CRYING.
>> Reporter: TODAY, JAMIE
CONTINUES TO FOLLOW HER GUT AND
IT COSMETICS CONTINUE TO EXPAND.
>> I MADE IT.
>> GET IT?
SHE LITERALLY MADE IT.
IT COSMETICS IS NOW QVC'S TOP
MAKEUP LINE.
AND L'OREAL BOUGHT IT FOR $1.2
BILLION.
PLEASE WELCOME JAMIE KERN LIMA.
TALK ABOUT MAKING IT.
I LOVE THAT -- OKAY, NECESSITY
IS THE MOTHER OF ALL INVENTION.
BUT TO YOUR CREDIT, YOU'RE MUCH
MORE OF A GO-GETTER THAN I AM.
I HAVE ROSATIA, TOO.
BUT I DIDN'T DO ANYTHING ABOUT
IT.
>> YOU JUST SAT AROUND LIKE,
BEING AN ICON FOR WOMEN.
THAT'S WHAT YOU SAT AROUND
DOING, RIGHT?
RIGHT?
[ APPLAUSE ]
>> WAS IT YOUR HUSBAND?
HOW DID YOU THINK, OKAY, I AM
GOING TO FIND THE MAKEUP TO FIX
MY OWN AILMENT?
>> I LOVE OTHER PEOPLE'S
STORIES, RIGHT?
I THOUGHT I WAS GOING TO BE A
JOURNALIST.
BUT I STARTED TO GET THAT
ROSATIA.
AND I HAD THIS REALIZATION
BECAUSE I WOULD SPENT MY WHOLE
PAYCHECK ON MAKEUP.
WHEN YOU HAVE GREAT SKIN,
EVERYTHING LOOKS GOOD.
WHEN YOU NEED COVERAGE, YOU HAVE
VISIBLE PORES, NOTHING WOULD
WORK.
I WOULD HEAR THE PRODUCER SAY,
THERE'S SOMETHING ON YOUR FACE.
AND I KNEW WHAT IT WAS.
SO, I JUST --
>> I SAY TO MY PRODUCERS, THAT'S
MY ADULT ACNE.
LEAVE ME ALONE.
NEVER THOUGHT I WOULD BE GETTING
WRINKLES AND ACNE AT THE SAME
TIME.
I JUST REALIZED, IF I FEEL THIS
WAY, IF THERE'S NO PRODUCTS THAT
WILL WORK FOR ME, THERE MUST BE
OTHER WOMEN THAT HAVE THE SAME
FRUSTRATION.
SO, I JUST GOT REALLY PASSIONATE
ABOUT IT.
AND THAT WAS THE START OF
100-HOUR WORK WEEKS FOR THE NEXT
TEN YEARS.
>> SO, 2008 WAS WHEN THE IDEA
WAS BORN.
>> YES.
>> EIGHT PLUS TWO IS TEN YEARS