How a Waitress at Denny’s Built a Billion Dollar Beauty Brand: This Incredible Story Will Unlock Your Purpose!
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Head to your nord stream rack store to score great brands, great Prices, the greatest gifts of all time. Hey, it's a red man, and welcome to an unbelievable episode of the male robb's podcast. Let's do this thing, all right.

Hey, it's melt. There are so many times that I sit down and start talking to you, and I just wish I could see you. I wish you were here with mates so that I could see you were having this conversation.

One of these days, maybe we need to do the podcast live so that I could see you, or maybe we could organize a walk, or we could walk and talk, because that's always been my vision for the mellin's podcast. Now when you and I met on monday and we talked last time, I was all about graduation. That was the theme, do not give up on your dreams, failures, not an option.

absolutely. Love that conversation. And I want to talk about IT. Again, not that exact thing, but about the future, because it's in the air this time of year. Everybody is thinking about the future and some of you are thinking about the immediate future, and you're super excited about IT.

You know what your plans are, you know what you're doing that is so awesome, but there are so many of you that are looking out into the near future and you're free out like, for example, I was just talking to my daughter this morning. We were on face time and he had just gone for a run and my cy, you do just like i'm telling you stressed out and what's going on just like I got to pack up this thing, my roommates are signing leases, the leases gona end. And i'm thinking your lesson and three months.

Like why are you freaking out about this today? why? Because she's thinking about the future and she's starting to get nervous about all the stuff that needs to happen and SHE starting to doubt how it's gonna en and freaking out about IT. And here's another example of IT everywhere I go with our son, oakley, who's a rising senior in high school.

Now I bet you can guess the question that adults ask him, where are you going to college? What are your plans? What are you gone to study? And at that age, I would think ninety nine percent of us, like, I don't have a fucking clue.

I'm gonna study. I'm going to college to help me figure out. And so every time somebody asks, spoke ly, that there's something interesting that I notice there is a small before he tells them the school he wants to eat to and that is because it's a reach that, hey, is a small cornel of doubt.

Should I say this? Do I really believe that I can get in there? Do I have the right to apply to that school? And I think every one of us has an example of that in our life, right? Do I believe that it's going to work out? Am I making the right decision? And that's what I want to talk to you about today.

How do you believe in yourself, especially in a moment like right now, swirling with endings and with beginnings? It's always how I feel in the summer, right? Summer is supposed to be this awesome time where we relax, we die IT down, if you're lucky, and you get to the beach that's fantastic, or a pool.

But when I met the beach and all, i'm thinking about my fricking future. And today, I want to throw how you believe in yourself in the middle of all these endings and beginnings. And how do you believe in yourself when you haven't even started taking the actions? How do you believe in yourself when you don't know how this thing is going to turn out that you really want to do?

Well, my guess today, she's a super close friend of mine and she's is somebody you wanted hear from right now who are talking about i'm talking about none other then jammy curtain lima. She's the founder of IT cosmetics, which he sold to Lori al for a billion dollars. Je is the queen of learning how to believe in yourself, because when he started in cosmetics, SHE was not some influencer with daddy's money.

No, no, no, no, no, no. SHE didn't get a degree and how to start a company. SHE was a weightless of Dennis with terrible skin.

Rozi a like the break pink kind of break outs all over her cheeks. And IT was that rozsa and that hard working work ethic from being a danny's waitress that made her create her own foundation. And that was the beginning of this billion dollar company that SHE created in her living room.

IT, and I know you're gona love hearing from her, which is why I am so excited that you're here. James kern lima, to talk to about your journey. You are one of my favorite human beings of all time.

I cannot thank you enough, Jimmy, for being here is my friend and for being here as the professor on the topic of purpose and learning how to believe in yourself. Ladies and gentlemen, let's give a big warm mail podcast. Welcome to James. Thank you. Thank you for .

having going to be fun and real and a really important. I didn't want to leave here that saying, but everybody listening needs to know this. You are one of the rare human beings that is the same affair behind the scenes in your everyday life as you are in other public things.

Unite both met so many celebrities and so many people, millions and millions of followers, and it's very rare they're the same. And I just one of the things I love so much about you, as you are even more funny, even more intelligent and brilliant and kind and raw and real in real life, and i'm grateful to be here for you. wow. Okay, just that I .

think the now we ve got to go back in time because one of the reasons why I wanted to have you on is because the entire mission of the show is to empower and inspire you listening to us right now to create a Better life, whatever that means for you to take the simple steps that sometimes feel impossible, to pursue your dreams, to improve your health, to create greater connections, to believe in yourself.

And jammy truly is not only the professor of purpose, but her life story is a demonstration in cultivating belief, belief in your ideas, belief in your intuition, belief that things will turn out. And so I want to go back in time and talk about how you started as a waitress in Dennis. And then from wareing, a Dennis pursued a dream that you had of being on television and as a fellow former waitress, I would love to start there. You.

yeah waiter, the danny and full uniform nametag .

to prove IT .

what they had.

union.

and what was favorite, the menu of cakes. It's so funny how our steps are ordered, I think, in life. And so often I remember being a way for the danny. I remember feeling, and maybe someone listening to us can relate to this.

Right now you have this feeling inside, do you? Like there's something warms able to do, but you don't know what IT is yet, and you doubt IT might be possible. And I remember being waited for the Dennis and just feeling like I have these big dreams, but not quite knowing like, how do I believe I worthy of them yet?

At the same time, ml, the kitchen at the danes, I worked. That was a disaster. Like they're taken hour to get pancakes out. So I learned to talk to people so that they wouldn't leave. They often did leave or they threw like a dime in a penny on the table and leave as your .

tip as if it's you're falling.

But it's still funny how you know, years later, when I ended up mail business, I like, oh, I ve got to get Operations right or nothing else matters. You know, IT just says little things we learn along the way. But yet after after that, I, I, I thought my whole life I would, I would have a talk show I watched to open my living room growing up.

So I thought for sure I would share other people's stories of the world. So I went into, you know, did all the jobs s saved of all my money to pay through, uh, pay for school and and push grocery cards in the grocery parking lot, sliced meat in the delhi, all those jobs and then found myself and what I thought was my dream job working in T. V news.

And I thought this, is that right? And what I didn't realize as is about to enter this huge season of setback in my life of self doubt, I have a skin condition colorization. And for me, I started getting really read, really bumpy, and I would be entering ing the news live, thinking, like, you know, okay, this is IT.

This is IT. And I started hearing in my ear piece from my producer, there's something on your face. There's something on your face. You need to wipe, put off, you need to.

And I live on television, right? And I would gLance down during the commercial break, and I saw, oh, the makeup is breaking up on my face, and these big red bumps are coming through. But so often in life, the the seasons that feel like setbacks are are actually setup s for what we're called .

the deal OK stop right there. Did you hear that the seasons of your life that are setbacks are often set ups for what you're called to do? I want to just make sure everybody heard that.

And I want to take a highlighter and also highlights something that you said about being a waist to Dennis. And it's this. You said our steps are ordered.

So can you explain what that means, particularly to somebody who's listening, who may feel like, I know I meant for something greater. Why the hell am I at this step? And this does not feel like IT is like on the path of where I supposed to go. So what do you mean by the fact that our .

steps are ordered? Yeah I believe, you know everything in life there is happening for us even when IT doesn't make sense. Can we just what .

do you mean happening for us? So if somebody that's .

like really in IT.

yes, yes, what does that mean?

Let me frame IT around our topic of purpose, right? So often people feel empty because they feel like my purpose needs to be some job, needs me my job, or needs to be this this grand thing I haven't figured out yet. But for those of us that have accomplish the goal we always dreamed of, we get to IT.

And we like, oh, this isn't IT right? It's never, in my opinion, purpose is never this. This big goal necessary. Purpose is so often when we're able to serve the person we once were or serve in a way for something we've gone through. And here's what I mean um I think our purpose can be like.

Oh wow, I went to a really frequent hard season in my life and I now am actually realizing i'm born to be a generational cycle er in my family, 哼 that is an incredible purpose， right when I actually just take a minute and say hide to someone else who's lonely. Maybe it's in the coffee line at starbucks, maybe it's the neighbor or down the street, whatever IT is you feel in your gut as. Sense of fulfillment, a sense of alignment when you're doing something in your purpose.

And I think that the big mistake people make is they think it's the end goal, right? A lot of times when people, uh here my story, danny's waitress build billion dollar company, they think my purpose was to be some big entrepreneur. And I was in the journey of how I did IT.

I took this the risk, right, taking my makeup ove on national television when I was told not to and being brave enough to be seen and helping other women realize, uh, that there worthy and enough exactly as they they are seeing them as who they are to me, that is my purpose. And in doing that, it's just a by product of that with the cosmetics as we build a company with millions and millions and millions and millions of customers. And what wild is?

Five percent of our customers actually have skin issues, a guy, ninety five percent don't. It's just that they felt seen and connected with something that spoke to their soul, right? For me being willing to say, here I am exactly as I am, no makeup and you know all my skin issues um I think people connected with that that feeling of, oh, i'm enough exactly as I am you know .

what else I think is a really important part of your story? IT is waitressing yeah, it's pushing cards in the supermarket. Yeah, it's working in the backhouse of a restaurant that's my story to helping my best friend on her paper around, uh, busing tables. And I think when you work in retail or you work in a service job yeah and you feel at times invisible, we start to realize how important IT is to treat everybody with respecting kindness, that there is no work that is beneath you.

And when you can bring that level of service to the job that you have right now, even if you hate and even if people treat you like garbage, even if the the the back of the house is not getting those pancakes out on time and people are angry, if you can bring a sense of Grace and service and just humility, I think that changes how you show up because you don't ever forget what it's like to be treated like shit. Yes, because somebody was mad that their pancakes went out on time. Yes.

yes. And also, you and I ve had this experience where we've truly gotten to c and b, almost every type of person in every type of environment. And so now it's like whether it's me building a business or you building one of the top shows in the world, one of the top shows in the world, I feel part of that was like, oh, we understand who's listings in watching you now understand who real people are, who about my products yes and so when you mention steps are ordered, its like, you know no matter where you are in your life right now, what you're going through you I believe every piece of IT whether it's oh, someone just now cut me off in a parking lot, screamed at me or oh whatever IT might be you're going through all of those things are happening for you, I believe so that you're massin this toolbox of understanding uh and getting strong enough and equipped enough for the purpose you step into.

amazing. So professor purpose, Jamie current lima right there that you you take away. Number one, the steps are ordered leaving that.

And this moment is helping you. It's giving you something. So that is one major tool that you used along the way.

Let's go back to that moment because I think you are twenty eight years old, right when you're sitting on television in seattle. You are a local newspaper. You're live in the dream, you're on your way.

And you are now starting to have this nightmare happened where euro asia is breaking through on camera in front of everybody, the makeup that they put on you, yes. And you've got people in your ear telling you there's something wrong with your face, yes. And you're realizing, holy cow, the makeup that we've put on my face cannot cover the rose sia in the skin issues that I have. So what do you do in that moment? Well.

the first thing I did was start freaking out, right, thinking thoughts in the my head like, oh, and i'm going to get fired. Our viewers changing the channel right now, like in my cost, in the the company ratings.

right? That was this. Those moments when you could feel like the makeup kind of like disappearing, like there were moments when I used to be a commentator for CNN, I was pre mana pozo, or I could feel the hot flash come, yeah.

I didn't feel IT until they set in my ear in my year peace. And then what would start to happen, as I would get so nervous and stressed out because they kept trying to cover IT during commercial back that I feel my heartbeat in my ears. So what I remembers, like ker in the news live.

And here's and something you do you happy tell us happy story or or your serious telling and I just know in my heart beating in my ears, hoping people weren't turn in the new changing the channel and and IT started this this thing right you know would spend what you know it's funny, as I was anker in the news. And people think when you're doing that, you must have all of this money, but you really don't get paid much at all. And I took my little paycheck I had and started spending in on department for makeup, professional artistry, makeup drugs for me.

I couldn't find anything that worked. And I had this idea one day like, oh, if I can't find anything that works for me um is by a whole of other people out there that feel like makeup doesn't work for them. And IT was sort of this idea where I was like, if I could figure out how to make something that worked for me um IT helped a whole lot of people and that was my my knowing or this this this gut feeling.

But then my head male was like, oh, but you got no money, you got no connections, you know, no one in the beauty industry, you're unqualified. So I that in this place, right and I was going, we're talking about purpose. I had this gut feeling like I was supposed to go for this thing.

But then my head was like, oh, but here's all the reasons why you're not qualified to do that, plus you in your dream job, right? And I SAT between those two and IT wasn't until I had this big, big aha moment of why I needed to do IT. That pushed me over.

The I O is the moment.

yes. So I realized one day like this makes no sense. There are thousands of makeup companies out there. How does nothing work for me right then? I had this moment. I realized I ve never seen a model with bright red, bumpy skin selling make up, but like, you always see these photoshop, a air brushed, and I realized melt like, wow, my whole life.

I've actually love those beauty commercials, and I love seeing the magazines and and I always inspired to look like them, but but deep down inside, they always made me feel like I wasn't enough. And I had this, I was literally on the new set when this happened, when I was like one a minute. What if it's not just about launching to make a product? Like what if I can actually figure out how to do IT? what? I had no idea how, and I had no money, because I could, if I could, actually larger pack that works for me.

And what if I actually put real people as models, like every age, shape, size, skin tone, skin chAllenge? What if I use them as models call and beautiful and meat for every little kid out there? He's about to start doubting themselves, that every grown woman who still does, and that deep source of pain from how I was feeling, not enough.

And what can I do about IT? That, in my opinion, is one of the strongest ways to find your purpose. It's what has just destroyed you or hurt you that you've may be made IT through yeah and how can you now use that making IT through to help someone who's going through IT?

Okay, that's like a my drop moment from our professor purpose. Jammy, currently me. So I want to make sure nobody y's left behind.

Yes, and there was billions of dollars worth of wisdom that you just dropped. But I got to hear a word from our sponsors. So just hit the pause button and we're going to continue this conversation.

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Robins. I'm here with the founder of IT cosmedin s. The billion dollar brand that Jamie built from scratch on her own and then sold. Gloria SHE is giving us a master class today on purpose. And so I want to try to unpack IT for anybody that is listening to this, and you have this sense that you're made for more. So one of the things that I heard is look in your life and see what problems or frustrations or things that you're struggling with that feel like a setback.

And Jimmy gave the example of the raza on her skin and her inability to find something that actually could help her solve this issue, of being able to cover IT up so that he could do a dream job. And that setback is a set up for something now and then get out of your own sort of selfish or self clothing, or the self excuses and the self pity, and remind yourself that there are eight billion people on this planet now. There are other people that are dealing with this.

And that if you can figure out how to put your energy and to making this Better for yourself and you bring other people into the fold with you, you now have something that's worth working on because IT helps you and it's going to help other people. And I also want to point something out that Jamie will not tell you, but I sure is how well, and that is that this was about fourteen or fifteen years ago. So we're talking in two thousand and seven, two thousand eight, correct? In my opinion, jie kern lima is the reason why we have this real beauty movement.

There always has to be the first person, and he was IT. So when you look around the the internet and social media, you see people doing naked faces. That was not something people did in two thousand seven.

IT was all airbrush. IT was all perfection. That was the beauty standard.

And so you've got a woman who is sitting in seattle who has no experience and no money, deciding that he is going to not only figure out how to create a makeup line for people who have issues with their skin, but that she's going to do something nobody has ever done, which is put real, Normal people like you and me into her campaigns when he finally gets us figured out, and she's going to show people what her skin actually looks like in order to sell IT. I mean, that was a revolutionary idea. SHE was the first.

And i'm telling you this because you could be the first, you have something that you solve, and you could be the first to change the way that people think about an issue. And so, Jimmy, let's pick up the story. Because how do you go from this aha moment like, oh my god, h my god, oh my god to doing something yeah because I think some of us have a ham moments.

right? Yeah and then we because we doubt we double, we think like, oh, someone is already done IT yes or oh whatever first of all, if you are out there now, you think, oh, you an idea or or a way you want to show up in the world or or or someone else, you you know you want to help, but you think all someone's already done IT little there's only one of you in the entire universe which by definition means no one has ever done IT the way you're going to do IT so when I launch.

say that again jamin for the people that are like kids come down. I will wait jv just said someone, I was doing my dishes say that again, talk about the fact that this matters.

This is huge because I think the biggest reason we talk ourselves out of things as we think, oh, someone's already done IT. Ah then once ready done before, you know who must be smarter than me or more towns or more whatever IT is than me. And what I have learned and then proven and I want to tell you to about all i'm going to is so excited well because no, when you do this thing like don't be shocked and when there's millions and millions of rejections and people don't get IT, right, because has never been done before, right, because there's only one of you, there's only one of you doing IT the way you're going to do IT.

But but just to recap t that there is a literally only one of you in the entire universe, right? And so if you are onna show up to this world authentic, that means whatever you do, if it's authentic to you, it's actually, by definition, it's never been done before, right? And so when you show up that way, don't be surprised if not everyone gets IT right away. Or you know, in my case, all the experts I put on pedestals all said no that this idea of of how I wanted to um connect with women, they thought IT won't work and they thought I wouldn't therefore make them any money .

so but can I ask your question of quick.

how did you go from the aha yes.

starting. So what does that look like? Like I think like if you're in the space where you know let just use an example. You have this thing about catering that you just can't get that out.

Your, you won, do these events you want to you've never actually done this because you had never, yes, done anything with me up. You had no idea what you doing here. You have an idea and you have an aha moment. What was the first thing that you did to start to make this real?

So leaning on that, why I had to do IT and why I felt like I was gonna part of my purpose was a big thing that helped me actually take the risk. Quit my job.

You quit your job because you had an aham moment.

Yeah I was deep. I was like if I had feel like IT felt like um I felt like if I didn't do IT, I would wake up the rest of my life with this pain in my god, this longer knowing I was created for more um IT felt like if I didn't do IT I would have the pain of regret and if I did do IT I might have the pain of failure and maybe the pain of embarrassment and then maybe the pain of o wow that wasn't that doesn't feel like IT where how I thought I was. You know, I knew I was the big risk. I knew I was leaving what I thought .

was my dream job. Why did you have .

to quit your job? Because I was literally from day one I was all in like, IT was, I dove all in. I knew if I was gonna this.

I needed to just go all in on IT. I do not recommend this. But I started working like, hundred eight weeks from the beginning.

I was so frequent, passionate about IT like, I couldn't stop thinking about, what if I can actually figure this out? What if I can literally? Because IT became a my savings.

like little, you pay yourself .

for the first three years.

that you did this .

first three years. So my husband, I wrote this business plan, right? Quit our jobs to evolve in our living room. We pour all of our savings into IT. I die if I can figure the product out.

It's gonna be huge, right?

And then I realized, like, oh, being an entrepreneur r or launching a dream is not always that easy. We put every penny we had into IT. And I once we actually created a product by, and we were scrappy.

if create a product, you in buying stuff at the grocery store, how does this even work?

Researching how make a formulations, who makes them, what are the F, D, A regular ory compliance, all the unsexy stuff. I know nothing about diving into the research phase of how does this happen. And then when I learned is that manufacturers are makeup companies, closely held secrets, right? Like closely held secrets, they won't disclose who they work with, but a lot of these big manufacturers work with all the type rds that you see. You are a handful of them gotch.

So are you saying that all of the brands on top friends that you see are basically manufactured by a handful of companies?

Yes, handful of companies. And then some do IT in house as well. So what I did was scrappy. I walked into a slavia. I wrote down the name of every single brand in there, went home, you know, I had no money, right? Cold call every single brand and singing, oh, i'm looking for a really great manufacturer.

Could you let me know who you manufact? Then they hang up on me, you know, I mean, one after another after, another after. And I got this, a small brand in a totally different cut of positioning, where the girl who answered that, oh, here's who use there in new york city, babb a so that was my first manufacturer, reached out to them, had a meeting in person, had no money, poured this idea out to them.

They took A A risk making me samples. Uh, and that's how IT started, was just really being scrappy and trying to figure out all of our money had went into uh, the product development formula and the visor board of the product. And I saw OK, we have a product that works for me, right? This was after hundreds of formula iterations, I thought that was gna be IT.

So this like year one or year two.

like how longer this day? Yeah, I took of a good first year to get that product. And then what I started doing was sending IT to everyone I thought was just gonna believe in me instantly.

So I send IT to save a an ultra beauty. And all the department stores and all of the online retailers, Q, V, C, which is, you know, live television stop in channel. And I thought, I oh my gosh, this is going to be huge. Every single one of them said, no, after, no, after no, after no. And to your point, IT became three years, have not been able to pay myself three years of hundreds and hundreds hours and nose of crying myself .

to sleep at night. Your human like fighting like crazy, like you should go to .

work what you want. Know what I was. We still believed in IT, but work sure how we are gonna IT IT was like friends and family that were like a wait.

You quit your job. Are you sure you should quit your job? Or we you still have that made any money? Like it's been three years.

Let's you hear all of this. The voices gets so loud. The loudest, though, were my own self doubt. You know, sometimes we take a chance and go for something because our gut is telling us to do IT. And then I was said, you face all this opposition and you start to question, is my gut wrong as my knowing wrong? And there were so many times where I would literally get this another brutal know from. Safra or A Q V C or whoever IT was and I would just literally cry myself to sleep um I would pray about IT but like god, I feel like i'm supposed to be doing this but nothing is going right .

so let's just paul, that moment hold that thought we're going to take a short break for a sponsors and when we come back, we're going to pick this amazing conversation up with my friend James cron laa.

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noodle. He has heard IT all for me. Don't you sometimes wish you could understand? I mean, that's the tough part of love in a pet.

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Welcome back. I'm ml Robins. I'm here with the founder of IT cosmetics, the billion dollar brain, and that Jamie built from scratch on her own and then sold the Lorry.

Al SHE is giving us a master class today on purpose, believing in yourself. So, jammy, that your story is incredible. Woman, you have left your dream job. You have gotten no after, no after, no after, no, after, no.

How do you stay connected to your intuition in a situation like that? What what tool do you have? Or what advice can you give to somebody who's having trouble hearing what the right decision is in that kind of situation?

yeah. So I think that intuition is like a muscle that we build them over time. And I think it's a life on journey that know to really learning how to hear IT and to trust IT.

And one of the greatest tools, I think, is to go back, think back to times in your life where maybe you had the scut feeling to do something. And everyone around you, I don't do IT. So you listen to them, you didn't trust yourself.

And then think about what happened, right? And then similarly go back to a time where everyone was like, oh, oh, oh, no way, no way. You're like but I love him.

I don't think he's lying. I think his phone really did break five times every weekend. He didn't disappear his vote like, right. Think about like that situation when everyone was telling you for me and you didn't listen, or even your gut was telling you right and you didn't listen and you think back to those times and you start to develop pattern recognition of how you felt in moments in your life when you trusted yourself or didn't, and what happened, and you get Better a tune to what that feels like.

So what does that feel like for you in these situations? Like, can you describe what IT feels like for you when you like yet? No, that's a no.

yeah. And what does that feel feel like for you when you're like? I'm sticking with us often.

It's the tiny st feelings in my gut, right? So we'll describe this as a still small voice. I pray about IT. I asked god to give me the answers, and I try to live the answers.

If you feel the answers the god gives you, like, is that what happens for you?

And you do like right now? And I look at you, right, like, I know you're beautiful soul, right? I just know that you know that you feel IT like, I feel like you have good, like you're good.

You know what I mean, it's now feeling right and we get these feelings, but so much around us is so loud, you know, and we just learn over time. And by the way, not to go. This could be a whole other episode, but especially as women from the time were Young, we learn not to trust ourselves.

We walk in to our parents fighting. And when we go, is everything okay? Everything's great.

Everything's great, right? To protect us, we start to learn to doubt ourselves, right? But you know or you know, especially Young girls, you learn to make decisions by consensus, often with your friends. And making .

other people .

happy and making other people happy, people pleasing were rewarded for pleasing everyone else and and almost ignoring what we feel. So so if you're someone who's an adult right now going I don't even know how to hear my god or trust myself, that's why we've been trained out of learning how to do that right? So IT takes intentionality and really um deciding, oh you know what i'm going to put in some time even if it's five minutes a day. Just thinking about moments in my life where I trust myself, where I didn't and if you don't remember any of them.

start now you know what you just inspired me to think about. I don't even know it's possible to do this, but imagine if you could go through the rest of today and only make decisions that a line with what you truly want. If you don't want to go to that party tonight, don't go.

If a friend ask you something and you feel obligated had a guilt to lend them that don't actually learn them the thing yeah, eat what you want to eat tonight for dinner. Don't just go to whether your friends want to go. I think that would be a real eyes opening experiment if you were to do that and .

you start building that muscle, right, just so we will don't even pay attention to what they actually wanted eat for dinner. They just look what sounds good to everyone. But to your point, when you start paying attention, then you also start building that knowing of hearing your own knowing.

Do you think it's possible to discover your unique purpose in life if you are not connected and listening to your intention, intuition? I mean.

it's way more likely and you're going to actually discover more than one purpose often if you're really tuned in to your intuition and and you're intentional about IT. But what i'll say for someone who feels like they can't hear their gut but they still want to find their purpose um a friend of mine says that your best position to serve the person you once were right trench elt and our friends says one day the things are going through right now will be the things you made IT through yeah and what I would say to someone listening right now is look at something in the past that has broken your heart, that has caused you grief f that has been something ah that you care deeply about. Whether it's positive and negative that you've gone through something you care deeply about or maybe pain you've gone through something you have made IT through I believe often when we go to the hardest times in our life, it's for one of two reasons. What are IT is to either equip us with the strength we need to Carry the weight of our success that's to come, to Carry the weight of our purpose that's to come, or we've gone through these horrible and speakable times, things we would never want to happen to us again in our life, because we're actually gone to get our greatest source of fulfillment and purpose by one day helping someone else who's going through them.

I love that saying that your best equipped to help the person you used to be.

Yes, yes.

yeah. So let's go to that moment, Jimmy. You're three years in. Yeah, you've burn through the money. Yes, you've been told no by everybody.

And even though you have leveraged all of the steps that were ordered along the way, and like an amazing danny waitress, you can talk to anybody, you can ask, so you can figure that out. You have nothing but close doors in front of you, yes, at a ton of product and no money, yes. What is the turning point? Why did you not give up?

yeah. So two big things happened. The first, uh, was in the form of a crazy, painful rejection. So I thought, mal, so we got a com, a big potential investor and very famous for launching all these sort of unknown brands and making a big products.

We are buying grocery stores and you know and I thought, and they're ta hold our products and I thought like, oh, if they invest and I am not going to go bankrupt, be like they we can leverage their cloud to get in these stores. That can tell me, no, I had this whole scenario planned out. That was like this pretty woman moment, right? Where I was like, go, he's going to see the day that.

And so we started taking meeting after meeting, and I got down to the final meeting with this huge investment firm. IT was in person, my husband and actually flew to the meeting. And the head guy was about three feet for me yeah and his whole team was there who was awesome. I just presented our whole future product pipeline and he says, you know, you should be so proud of this product you've created is really, really good um but it's a no we're going to pass on investing in IT cosmedin s and I was like, okay, can you tell me why? Because i'm so used to hearing no and I was like, okay, even though really I was devastated.

Well, yeah, because this was supposed to be the meeting really like, let's do this. I so hopeful.

and I was so desperate. Yeah and he got very quiet. He says to me, do you wanna a know? You know, do or I said, I said, can you tell me why? And he says to me, you want me to be really honest with you and I said, yes, please and he got really quiet and he's like three feet from me in person. And he says, I just don't think women will buy makeup from someone who looks like you with your body and your weight and when he said that to me, and this is why I was such a big moment for me, when he said that to me, first of all, a lifetime of body doubt and self out out, like, I remember flooding my body all once.

So when I looked at him, I actually felt no anger, told him I felt like I was almost like staring my own fear um straight in the eye but when he said those words to me, mail, and this is what this is when we talk about purpose and intuition he said, I just don't think women by makeup for some, looks like you with your body in your weight the second he said that I fell t this feeling in my god like I can remember IT like I was yesterday. It's like strong feeling that said he's wrong like I felt IT right. I didn't know how he's is going to prove IT, but I felt that feeling.

And what I realized later, when I look back at that moment, this guy, this dude, give me a no, but guy gave me a knowing in that moment, in that moment. And I believe every one of us has had someone tell us or not the right fit or no, or you don't have what IT takes sometimes where the ones toling ourselves. I if you get still and you learn to hear, you're knowing, I believe, which one you listen to, you listen to the no, all the nose, all the rejections, all the self double, or you get still and listen to your knowing, whether that from your own intuition, from your creator, from the universe, whatever speaks to you. But we all have IT, we all have IT. And I believe our, our, our, our life and our purpose and our entire destiny comes down to which, when we listen to you listen, know, or you listen to the knowing.

okay, I promised a master class that right there is worth a billion dollars in life. Are you gonna listen to the know, or are you gonna listen to the knowing inside of you? That's IT. yeah. As somebody .

who loves you .

and as your friend, when you share that story with me and hearing you tell IT again right now, I literally go, i'm a kill that modified er, I go, I have that my knowing goes, oh yeah. Oh yeah, you say OK okay yeah okay.

Moment let me show you like it's fat, like I get that sort of mojo thing go on when somebody says not like that at a moment like that, it's like i'll show you and I guess I just got in this moment sort of this wake up call that my knowing often feels like i'll show you yeah, you missed out. You'll be sorry. What is your sun like and .

it's almost always true. That's almost always true, right?

What does your fell like?

I mean, in that case, I was devastated and at the same time had the strong IT. IT was just a peace. Honestly, in that moment, IT was a peace.

He's wrong. And that didn't make sense of my head. why? Because I had had three years of hundreds of rejections.

And this is the thing, right? J, Z says the genius thing we did was we didn't give up. That's like one of my favorite quotes in that moment.

Everything told me to give up. Now, I mean, IT was hundreds of rejection. And now I felt what felt like my last hope of desperation told me something totally different.

No, because not only do I not believe in anything you're doing necessarily, but I actually just think you're percent not that I fit women just wont buy a makeup from IT was just like, oh my gosh, all of these everywhere and I want to share that because, you know, it's easy for someone to go, oh wow, SHE built a billionaire SHE must have just got lucky or maybe he just had so many connections what really what IT comes down to sometimes in this case, that big moment for me. Do you listen the knows? Are you listen to the knowing? right? And I made that decision that day to trust the knowing, to trust myself. I kept feeling like I was supposed to keep going. I didn't know how, right?

And what do you do when you don't even know the next step? So you ve got this kind of you know jerk who's like, yeah going to buy IT because your body type in this thing yes, yeah, you're wrong, mother fucker. What do you do that?

And so the next rate step, the next thing that feels right when you can even see how the .

is going with the extra .

stuff yeah you just for me, I just get still I pray you know that I pray and I just but whether for you know listening it's prayer or it's the universe or or your intuition, when you get still, all you can do is try to listen right and and try to live that answer whatever IT is, and take that next right step. And I just felt I just had this knowing I supposed to keep going and even when IT didn't make sense and and you know I remember crying myself to sleep, I remember riding my journal no year why and fly grow fly and I read those words every day so I didn't need the reminder um I would google stories of people that had gone through thousands of rejections who no one would know that they went through them because so successful today. Or you know, when I just kept trying to sort of build this toolbox of things I could lean on.

how do Q V C about? Because you built .

IT cosmetics .

and IT became, because of you, the most successful beauty brand on all of Q V C did over a thousand appearances. yeah. So how did you even get on to Q V C? Because that in and of itself is no small feet.

Well, you know, there their head guy, a beauty who's like a legend, had said no to me many times. No, you're not the right fit. And I happened to be at this, this big beauty expells.

and was this before after this guy was like, no, we're not invest after, after, after. So SHE has now gotten three years of nose. They are almost out of money. Her intuition is known that she's gona fly or or fly. So SHE is still showing up to a beauty expo where I want you to understand in the business world, it's like going to a convention where everybody that you have ever fooled around with who has then broken up with you is a tend. So everybody that has said, no matter, yes, you know, he walks in and it's like all here's this chick again, the itch cosmetics person that has been sent to me this stuff and calling me and we have told her, no, do not make contact this .

describes that exactly everyone you fooled around with you broke up with you in there like.

oh, don't make eye act again with with the skin with that okay yeah so you're this thing you've been told no by the big, big, big, big, big person. It's been three years. We're talking like two thousand and eleven, two thousand and twelve sh, what do you do?

So I, so you you get this three foot table right is a huge convention there. Six thousand women at this convention, they're walking up and down in. Is every beauty brand in the world.

Are they buying IT for their stores?

no. So what IT is, is that was a big cosmetic executive women awards show. You get a football are demonstrated your product. You're hoping that someone who walks either wants to Carry your product in their stores more and all the Prices there, they cover your product.

And when I got there, I saw Q V C had this huge booth in the background and you're not allowed to leave your table right? I couldn't afford to get kicked out um but I just kept having in this feeling like, okay, i've called them a million times theyve told me no forever but i've never like met one in person right? So I kept trying to sneak away from my table and every time I got over there the buyers would be moved with people.

I eventually got over there, made my way to one of the buyers in, reduce myself, poured my heart out, like was, remember sweat just dripping through my clothes because I breaking out down to no money? yeah. And i'll got a real long story short.

But SHE gave me her card and um you know it's like when someone says, oh D M me on instagram, you don't know if they meet you, they really mean that then you're on your instagram checking your dms and you're like that they still have IT replied and I thought, is that what it's going to be like? But SHE actually meant IT and I I flew out, had a meeting with her. We got a yes, my first big yes for one shot on T.

V. C. And what IT met now was I was gna get this ten minute segment live on the air, live in hundred, one hundred million homes. And I either had to sell enough product to hit their sales goal yeah um or not come back. We were only doing one to two orders the day on our website.

O I, one to two orders a day, everybody at most ah three years of this yeah this .

is surely keeping in the light sign.

And so now you get this, you get your shot like there are moments in life. Yes, you're at bt yeah .

and you're got .

to be ready for those. yeah. And so put us right there with you. What happened?

Yeah, what happened was I was about to learn one of the greatest life lessons i've ever learned to this day. Here's what I mean by that. So I found that I get one shot, and I had to sell over six thousand units of our concealer in this time minute window to hit their cells, go or not come back, which was about like a hundred and thirty thousand or hundred forty thousand years, the product in a ten minute window.

I also went to point out to everybody that's ten years of sales on her website at the current. So in ten minutes of everybody ah SHE on live television, yeah has to move ten years worth of volume. SHE was selling on her website at that time in one one.

And you've never done this for her.

I realize you are a tEllies, an anchor.

but this is totally even thing. What can you see? It's I mean, you know, it's unlike stores where you can walk in and there are thousands of products in one space.

There are one minute of air type can get one product. So you're competing with the volume of like apple iphone or dicon volume. You have to hit these high sales goes. And what I quickly learned was the offer was consignment, which meant I wasn't guaranteed to be paid for.

I had to figure out how to get alone to cover the cost of manufacturing, uh, six thousand units of product shipping and going through legal, going through qc, going through all of that. And then I learned if I go on there and IT doesn't sell, I have to take IT all bad and therefore got a business right. So you should never, ever, ever accept a purchase, or you can afford to lose, ever.

But at this point I was like, I don't know else this. And so here's what happened. We went to twenty two banks that also know, and they probably should have the twenty third bank, which was california bank and trust and uh gave us a loan that covered our very first um purchase order and a little bit more.

So I took a little bit more. We hired third party consults. I like i'm going all and I want to do the best time minutes I could possibly do. I want to have no regrets. And they all told me the same thing, which, which is, if you want a chance at making IT, here's what you need to deal.

You need to use this type of model to demonstrate your product, which is fly less skin early twenty years, all the same skin town and i'm like, okay, but that's inauthentic. That's not why I building the spring and like, what if I put models in their seventies and then and someone hyperactive and and what if I take my own makeup, a national T, V, and I could prove alive how the product works, and they were modified. And here's the thing, melt. They wanted me to win, like they were giving me the best advice that they know.

How did people say what you can take them on the air? Was there any like people, I, O, who she's got this just got to be terrible. Like, what was that light when you walked IT? Did they even know you're .

going to take your makeup off? Yeah, I let them know I wanted to. And K, V, C was great.

They want everyone to be their authentic selves. Just, this has never been done this way before OK. And I wish I could say I was easy for me.

I'm just gonna to my knowing. But the truth is, I flew out there a week early. Mail a SATA rental car in the parking lot cried every day.

I actually second guess myself, and like, if I do IT, maybe i'll do IT their way first, then i'll make money, then i'll do IT my way. But I know that you can't fix authenticity y and authenticity y alone does automatically guarantee success. But when I do know in in authentic sy guarantees failure every time.

Okay, everybody stop the professor classes. Second duty, that in authenticity, being fake, trying to do something everybody else is way because that's just you're too insecure to do IT your way that never guarantees success. Authenticity, your knowing your special spin on things that is the pathway to purpose success. And so after a week of crying in your rental car, in the parking lot of Q V C, you were like, i'm going with a knowing.

i'm going with a nowy.

And so tell us about that first appearance. You're standing there on a television set. There's a brazilian cameras.

The lights are bright. You got your models there. You are taking the risk of your lifetime on live television in front of a hundred million home. Yes, you are doing something that has never been done on television before.

Yeah, remember, literally, I wore two pairs of bank smile, not as I cared how I look, but like I was so freak out, like my were shaking and I ve sweating through my clothes so on. I double spanks under my dress.

And remember the moment the the camera went live, right? And there's a big countdown clock on the floor that started at ten minutes and by the way, a minute or two before I went on to the set, I learned you're not guarantee or ten minutes. What if you are a minute or two into yours cell and you're not hit numbers? They know by the second you're clock, you might think you have eight minutes still ago and your clock will jump to one or .

jump to two minutes left flop exactly and you a flop. So you literally are racing against the clock to be successful out of the gate. So what did you do to like, hook everybody? Did you take your makeup off and away you do.

So at first of I, I go out of that, I go live members like ninety nine, ninety eight. I remember I had practice in my bathroom mir, right, so many time. If I had known the high five habit, then I won't been way more confident.

But I was practicing in the battery, or this demonstration of million times on my rist, how our concealer doesn't increase and the best two selling concealer crease. And i'd done this demonstration like this, where I show IT and they all start decrease. I'm holding my rest up, trying to do this as we go live. But my hands like this now. And I was never like shaking .

when I was, do I lan bad? So so writing, yes, e's sweating through her bank and her risk will not bend. So SHE cannot demonstrate that her product concrete, yes.

And the host grab my risk and was like, thank you, sugar. And he took over. And then I remember my bright red bear face before a shot coming up by national television. I remember walking over to our models. Real women, all shape sizes, skin tone, skin chAllenges, call in the beautiful meaning IT.

So when did you take your makeup?

When you get your hand said, thank you. sugar. yeah. yes. That would you like .

then take your makeup off.

They did a whole bear face before shot on me for that show. I have, I ve taken IT off live a million times since the first show was like that bear face before shot. And then after I member, we were at six or seven minutes and I didn't know how we were doing by knew we weren't cut yet um and then I got down to like a minute left and the host said, uh uh the deep shade almost gone, the term shade almost sold out and I was like breaking out and I remember literally write the ten minute and mark, this giant sold out sign came up across the screen and I start crying a national television love you they cut from me and went to like dice and valuation or something and I member, my husband rushing through the double doors of the studio and he's like hazers arms up and i'm just sobbing and i'm like a really we spoke good and i'm just like crying and I thought he was gonna give me a hug you're be all excited and he just looked at me he's like.

We're not going in big rush and I was like and I just that one airing, which was september of two thousand and ten uh became five more that year than one hundred and one the next year and then I did two hundred fifty life shows the year myself direct live on on on kv c year after year. So we built the biggest beauty. Grand accused is history. And the only reason that I share that is because IT years of no, and you're not the right fit.

And what I love for for anyone listening, who needs to hear this, is no one can tell you you're not that I fit no one, and you can get all the nose in the world, but you have, you're knowing and and by the way, I believe this mile, I believe even when you trust her knowing and then IT seems like IT was wrong and things don't go your way over, over, over. Like I look back at those moments, right? I really wanted that investor to invest in this.

God, he didn't when I say everything's happening for us. What I mean is like if he, I was so desperate that if he would have invested in us, then I I would have given him the majority of the company for I, almost no money right by the time, many years, six years later, after that day, six years later, when Lorry a bought this little company and started in my living room for one point two billion dollars cash, paul, our largest shareholders. And I looked back and it's like, oh gosh thank god all the nose happened when they did even when they sucked, even when if I wasn't fair um and I can look at that in many scenario, sometimes we don't have some big positive outcome, but we learn a purpose through or no, right, right?

We learn a calling through or no. We learn a lesson. We build strength, ly built resiliency. We appreciate the beautiful moment so much more when we've gone to the tough ends.

So have you ever seen that investor? Since I have not seen him course.

I asked .

the petty question. I'm like if you ever seen him to like just for life .

and ticket so so um I heard from him one time ever again. And IT was six years later, the day that lawyer announced the deal. So because there a public company, they announced um you know that they had acquired a cosmetics, maybe the first woman hold a CEO title a brand and their hundred seven year history, they did the big Price.

So that's kind of surprising hundred and seven years Lori al, a makeup company IT took them that long to have the first female city over brand.

I hope they have many more now that is my fair but so they announced IT right? So all the city is home peasy journal, the press everywhere. And that was the first time in only time since then I heard from that potential investor and what he said, he said congratulations on a loria deal I was wrong, is what he is said and wish to be the best of luck and uh that's .

the second to admit you IT is um .

and um and so when you speak about petty so I what I did say to him was thank you but what I wanted to say, what you want to say so in that moment, here's what I thought about. I thought about, do remember the movie pretty woman, where where, like SHE goes in the store and they want to help her, and then he goes back. Remember when he goes back? yes.

So I wanted to say to him, big mistake. Huge, huge. I can give you one point two billion reasons why I was a huge mistake, but I didn't I wouldn't wanted to be him in that situation.

And you know, we probably would have been one of the most successful investments in this firms history. So I always say rejection is god's protection. So often there's another one.

everybody, rejection is god's protection. Yeah, it's a good way to frame IT. I think when you look in the rear view mor, you know that all the rejections you faced, especially in relationships where there to protect you, I think the true thing that you've taught me through your story and through the example that you continue to set, jammy, is that true power and and Grace and grit and belief is about seeing that in front of you, not behind you.

That the rejections that you're facing right now that you can look ahead and realized it's protecting you in this moment after doing something so extraordinary. And you also have made a huge difference in women's lives around the world because you are extraordinary philanthropic, forty million dollars with the product and monetary donations to people that are struggling with cancer. What is next for you? Because you are right now in the middle of figuring out on this next leg of the journey called life, what your purposes and what your next thing is going to be.

What tools are you using? Or how are you thinking about IT? So many people, particularly after the last three years, have had a profound life change thrust on them. And they're looking ahead at an open road, wandering what their purpose is gonna what they're going to do. Can you just speak to that person for a minute about how your going about figuring that out?

Yeah so one thing I just wanted remind everyone two more because I think people put so much pressure on themselves that their purpose has to be their job, are their next job. And a lot of times we can be doing a job that's fine. And maybe for family reasons, we need that health coverage and we need that paja.

And your purpose can be found in the things you do outside of that, right? There's a lot of ways a to listen to that knowing and you're got. And then when IT feels right, you know that aligned with who you are born to be and how you're born to show up in the world.

And so for me right now, you know, there's that famous things, because you can, should you right? There's a big part of me. Now, with all these, could I go launch a bunch of businesses? yes. And what I filled, drawn to is literally because here's the deal. Yes, I ve built a billion our business.

Yes, I have other companies I invest in.

You also are married.

and you have two beautiful children devoted to your family. Well, and here's .

the thing is like, that's all part of my story. But when I look at my real story, meaning the part that is deeply ed IT to my purpose, like my real story, is a girl who went from not believing in herself. To learning how to. And so when I wake up in the morning and I think about the things i've done so far, the things I hope for my kids for and how I built up in our business, IT was really through seeing women, helping them see themselves and believing themselves and believe they are worthy and enough and that what fires me up every morning so when I think about what i'm stepping into next, um you know I wrote believe IT my book about how to go from unreserved ted to unstoppable donated all the process and donating all the people throughout hundred person. I finded leaders .

that just understood that so SHE writes a neuro times with seller, donates all the proceeds .

from the book yeah.

so you're kind of in the soup of knowing that this is the area where you want to focus the impact, but it's still a fuzzy target, so to speak, because our friend dean would say it's a fuzzy target if somebody kind of has a sense that there's something more, but they don't quite have there. They haven't had that aha moment yet that you had almost fourteen years ago sitting on that television set.

I'm gonna make make up, and i'm going to bring real women, and i'm to show my skin, and i'm going to solve this problem. I'm going make people think that they're beautiful because they are beautiful no matter what they're but and you did IT, you did IT. If you're in the soup and you don't have the vision yet, is there an exercise or something that you would recommend that we all do while we're waiting for that clarity in that epiphone y to strike?

Yeah two things. One, waiting for IT to be perfect can be the lowest vibration, biggest excuse number one reason why people just never try and never get started. So I think it's rare red, to ever have complete clarity like this is exactly perfect IT. And that's why, you know, I think two things, I think just taking a step and seeing how IT feels is good tuning and dear knowing.

I also think you meant to our friend and he was saying at the fuzzy target, he he was saying something to me recently about, you know, almost like when you're about to aim a bow in a and you're about to let go the arrow, he's like you can aim and and turn IT and twisted a few times before you let go the arrow. It's OK to wait a little bit and just make sure you're going to aim at the right thing. And you know so so this year, for example, um i've kind of been doing that. I've been saying how do things feel you know I have the gifts and blessing of being shery right now feels amazing.

Well, like you and maybe this is one of the reasons why we have become such dear friends in such a short period of time. And I often say on the show that I truly believe that the best years of your life and the best friendships that you'll have on the road ahead, but a lot of the reason why we connected so profoundly, if even though we are different in many, many ways, is that IT goes back to the Dennis waitress.

Like at my core, I am still the waitress making money, waiting tables at the red statin on scene c drive in north mosque, michigan. Same as you stalling because the frier has now broken and the fried purchase not coming out. And i'm talking to the tourist from chicago, and i'm treating everybody kindly.

And I know that all I want to do is impact people's lives that are just got their head down and they don't feel very seen or heard. And I want to make them know that they have IT within them to tap into this incredible power inside them, to create whatever they want. Life, yes, and starts with believing yes that you can. And having somebody like you on who is demonstrated that is really important for people to hear.

you know, on that topic of friendship. I love so much that you are the friend that people need to your audience. And i'm honored to be the friend for this episode, you to everyone. And so honor to be part of that.

Thank you. I think one of the things that i've learned and IT took me a long time to learn this is that there is so much success and happiness to go around and when you lift other people up, yeah and you reach out for help that um your success comes faster and its Richard yes and IT goes back to purpose.

IT goes back to that knowing and staying connected to your intention and this unique thing that you have to give to the world IT is not only your responsibility in life to stay connected to your knowing IT is your responsibility to advocate for because only you have seen IT in your heart mind. Of course, your families is now they don't even know they're you're talking about because they only know the person that you ve been in the past. Of course, the investor is going to say now why? Because they only know what they know.

Your knowing is yours. And you have to stay connected to IT and you have to keep describing IT or advocating for IT or explaining IT to people so that they can see IT too. And it's not until you demonstrate what you see in your own heart.

My by continuing to walk toward IT, continuing to talk about IT, continuing to believe in IT, that IT will become a reality. And that's why people say no, because it's you're knowing, not theirs. And so in a weird way, a ton of nose or a lot of friction or bumping up against things as you're trying, you can understand why don't people get this? Why isn't this working? It's because if you're doing not theirs.

yep.

and you're just the fricking best. And in case nobody else has told you, I wanna just make sure that we end by saying that I love you. I know jie does too.

Yeah, I love you also and and you're worthy of your greatest hopes and your wildest dreams and all the unconditional love in the world and and your purpose, and worthy of Grace, you know, the Grace that you want to give yourself on this journey. And we're all in this together. That's the beauty and power of your show. Also, if we're all in IT together.

we are, yes, we are. Well, we believe in you, so get out there and do IT.

Oh, one more thing. It's the legal language. This podcast is presented solely for educational and entertainment purposes. IT is not intended as a substitute for the advice of a physician, professional coach, psychotherapy or other qualified professional.

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