An opportune combination of cosmetics that hide her severe rosacea and make up for her lack of eyebrows together with a long-sought-after 10-minute spot in front of QVC’s cameras in West Chester have led to the remarkable makeover of Jamie Kern Lima’s IT Cosmetics.

The exponential trajectory that “even QVC execs marvel at” has taken Lima’s business from $1 million in revenues at the hands of five employees to more than $100 million from a staff of 60 thanks to a mere 10-minute appearance that turned into five appearances in 2010, then 101 in 2011, and now a total of 700 and counting, according to an Entrepreneur feature.

“Our customers are shopping not so much because of a desire to buy something as they are engaged in learning about what’s new, meeting interesting people and hearing their stories,” QVC Senior Vice President of Marketing and Programming Doug Rose said in the article.

“We talk a lot about storytelling being one of our superpowers as a retailer. … What matters more to us is authenticity and credibility and the passion of knowing that you created it with your own hands.”

Read much more about Lima’s make-or-break moment on QVC and the success it has brought her in Entrepreneur here.