Worthy: How to Believe You Are Enough and Transform Your Life

In the rousing follow-up to Believe IT, IT Cosmetics founder Lima helps women harness their self-worth to lead more personally and professionally fulfilling lives. After launching her makeup company in 2008, the author saw how the belief that she was “worthy of love and belonging” helped her transform a startup based in her living room into a thriving company she sold to L’Oréal for $1.2 billion in 2016. Sharing lessons gleaned along the way, Lima outlines how to reframe rejection in empowering ways (for example, by reminding oneself that noes are “God’s... protection” from those who aren’t “assigned to my destiny”). She also encourages readers to dismantle beliefs that friends and family “won’t love us if we reveal who we truly are,” and realize that labels—whether bestowed by others or self-applied—are not verdicts on one’s identity. Anchored by vivid recollections of her professional triumphs—including how she pushed back against producers’ warnings not to show women with skin issues on a home shopping channel advertising segment (she did, and IT Cosmetics became the most popular brand in the channel’s history)—Lima’s case for discounting untrustworthy external voices and relying on “inner knowing” is uplifting, even if the religious overtones sometimes feel out-of-place. This inspires. (Feb.)