Jamie Marie Kern Lima is an American entrepreneur and former journalist. She is the co-founder and CEO of It Cosmetics and was also a television news reporter for several years. Prior to that, Lima was a contestant on the first season of Big Brother. She had also competed in the Miss USA pageant and won the Baywatch College Search in 1999, where she appeared on an episode of the television show. Lima credited her experience to first learning about body makeup.

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