Mr. Lima is co-founder of IT Cosmetics, a top-selling makeup and skincare brand at QVC, ULTA Beauty, Sephora, and Selfridges. A business that started in his living room table and was sold to L’Oreal in 2016 in what was the largest acquisition in L’Oreal history.

Paulo has been honored with awards including the Ernst & Young Entrepreneur of the Year, he is a KPMG QuantumShift Fellow and has twice been honored as a Goldman Sachs 100 Most Intriguing Entrepreneur. Prior to founding IT Cosmetics, Paulo worked on Wall Street, focusing in M&A at various firms including Credit Suisse and Peter J. Solomon Co. IT Cosmetics has received multiple industry and editorial awards including WWD Prestige Brand of the Year, Qvc Vendor of the Year and has received more than 200 press placements this past year alone including TODAY Show, Good Morning America, Nightline, NY Times, WWD, Allure, InStyle and many more. Mr. Lima has also a passionate philanthropist with IT Cosmetics having donated over $40 million to causes empowering women.

Paulo received his BBA from the University of Michigan and an MBA from Columbia University.