Steve Forbes: What's Ahead

Bowing to rejection is a behavior foreign to Jamie Kern Lima, IT Cosmetics cofounder and CEO. A former news anchor, her rosacea threatened her blossoming career because she couldn't find a foundation to conceal the redness. So, she teamed up with her husband and toiled out of their living room for years before they eventually found a formula that worked. Then, when the two went to market, came all the noes. They relentlessly persevered. In 2016, their company, IT Cosmetics, was bought by L’Oreal for $1.2 billion in 2016. The purchase was L’Oreal’s largest acquisition to date and made Kern Lima the first female CEO of a L’Oréal brand in their 100-plus-year history. Her story inspires: from her climb out of humble beginnings, the catapult effect of her trailblazing QVC appearances and the countless rejections along the way, Kern Lima shares the story of how she revolutionized the conversation around beauty by meeting the needs of real women with real skin p