Lima is the co-founder and current CEO of It Cosmetics–a prestige color cosmetics line for face and body. She launched the line in the United States in 2008 and expanded into Canada in 2009, with its products becoming available in more than 200 beauty boutiques in the United States, as well as being featured on QVC. It Cosmetics gained a large number of Celebrity fans; including many cast members of the hit TV show Dancing With The Stars, who use both the face and body products. Lima has recently made appearances on the TODAY Show, Rachael Ray, Extra!, and E! News along with many others representing her beauty line. She won the Redbook Magazine MVP (Most Valuable Product) award for 2008 for her Leg Sculpting Kit, by the name of Smokin' Hot Legs.