IT Cosmetics

IT Cosmetics, founded in 2008 by Jamie Kern Lima, was born out of the desire to address real beauty concerns. Jamie, a former TV news anchor struggling with rosacea and sparse brows, couldn’t find makeup that catered to her needs. This led to her partnership with dermatologists and plastic surgeons to create skincare-based makeup solutions. The brand revolutionised the beauty industry by using real women with real skin concerns in their campaigns, offering transformative results.
IT Cosmetics became widely known for its groundbreaking products like the Bye Bye Under Eye Concealer, which Jamie famously showcased live on QVC, revealing her rosacea to demonstrate the product's effectiveness. The brand’s products are crafted to solve common skin issues, such as redness, dark circles and uneven texture, while providing a natural finish that enhances skin health.
As IT Cosmetics grows, so does its mission: to offer innovative products that truly deliver results, making the dream of confidence a reality for all. The brand remains driven by Jamie’s original vision, a passionate belief that everyone should feel beautiful in their own skin. Today, IT Cosmetics remains a leader in the beauty industry, blending skincare benefits with makeup artistry for transformative results.
Shop IT Cosmetics at BrandAlley for high-performance makeup and skincare solutions.