On March 17, 2025, Jamie Kern Lima, a guest investor from Shark Tank, shared her insights about the often-overlooked challenge of stepping away from dreams through an impactful Instagram video. Lima expressed that the decision to release certain aspirations can be more difficult than pursuing them, stating:
“Sometimes the hardest decision isn’t CHASING a dream… it’s knowing when to let go. It’s taken me YEARS to learn this… but it’s one of the most important lessons of my life. In a world that glorifies hustle and ‘never giving up,’ we rarely talk about the courage it takes to release a dream that no longer serves us.”
She further elaborated on her perspective with these words:
“Letting go doesn’t mean you’re giving up—it means you’re making space. Space for new dreams, new opportunities, and a future that’s better aligned with the person you’re becoming.”
In her reel, which has garnered over 7,000 views, Lima, who has over 587,000 followers on Instagram, also shared meditation techniques and reflective practices aimed at helping individuals find clarity in their lives.
Jamie Kern Lima’s Message on Embracing Change
Throughout the video, Lima emphasized the importance of making mindful choices to create new opportunities. She discussed the necessity of being “really still”to gain the clarity one needs, explaining that internal wisdom manifests gradually, often as subtle nuances or bold guidance.
Moreover, she described meditation as a pivotal tool for accessing this inner guidance during vital business decisions, urging her audience to wait for clear internal signals before implementing significant changes in their lives.
The entrepreneur reflected on the value of recognizing when certain goals have fulfilled their intended roles. She noted that objectives often act as stepping stones, equipping individuals with skills and experiences vital for future success. Lima’s own career path—from news anchor to beauty entrepreneur and investor—illustrates this evolution vividly.
A Glimpse into Jamie Kern Lima’s Shark Tank Role
As a guest shark on the sixteenth season of Shark Tank USA, Lima made noteworthy investments in various businesses. In episode 9, she partnered with Barbara Corcoran to invest $200,000 for 20% equity in ONEWITH, a creative swimwear brand known for its patent-pending, elastic-free designs that aim to offer maximum comfort.
Additionally, she collaborated with both Mark Cuban and Barbara Corcoran in the same episode to invest in Petite Keep, a unique company dedicated to creating custom keepsake trunks that preserve precious family memories through premium display products for newborns.
Jamie Kern Lima’s Remarkable Entrepreneurial Journey
Born on July 16, 1977, in San Rafael, California, Jamie Kern Lima has ascended to prominence as one of the beauty industry’s leading entrepreneurs. After graduating as valedictorian from Washington State University, she began her career as a television news anchor and later obtained her MBA from Columbia Business School in 2004. Lima’s entrepreneurial venture began in 2008 when she founded IT Cosmetics from her living room.
Significantly, her breakthrough occurred after a successful QVC presentation, propelling IT Cosmetics to new heights. This led to L’Oréal’s acquisition of the company for $1.2 billion in 2016, marking Lima as the first female CEO of L’Oréal, a role she held until 2019.
Today, Lima remains a dynamic figure in business, serving as a guest investor on Shark Tank while actively investing in over 15 businesses, particularly those led by women. Her bestselling book, Believe IT, further exemplifies her accomplishments. Residing in Los Angeles with her husband Paulo Lima since their marriage in 2007, the couple manages their various business ventures while raising two children together.
Shark Tank season 16 continues to air on the ABC network, presenting viewers with innovative ideas and inspiring stories.