Luxury Cosmetics Brand: IT Cosmetics

IT Cosmetics is a cosmetics business started by Jamie Kern Lima and assisted by her husband, Paulo Lima, in 2008. The company is well-known for its high-quality makeup and skincare products, which are intended to help individuals feel confident and beautiful in their own skin. 

IT Cosmetics takes pride in creating effective and delicate products on the skin by utilizing innovative technology and ingredients. The brand’s product collection includes foundations, concealers, eye shadows, blushes, mascaras, and serums, among other cosmetics and skincare goods. IT Cosmetics has a devoted following among cosmetics fans and beauty experts due to its dedication to developing products that produce actual results.

“Knowing Your Skincare Formula is the Key to a Perfect Makeup”

A cult brand that everyone talks about, IT Cosmetics has risen to prominence in recent years. The brand has gained popularity and attention in recent years. It has become a cult favorite that is frequently talked about among makeup enthusiasts. Jamie Kern Lima established the company in a small retail shop in California just over a decade ago. Kern Lima started the brand to create cosmetics that could help people with rosacea and thin eyebrows.

The development team comprises beauty and medical professionals, contributing to the company’s top-quality manufacturing position over the years. IT Cosmetics has collaborated with a diverse group of medical professionals, including plastic surgeons and dermatologists, to develop a fresh approach to cosmetics. According to them, makeup should be shaped around your skincare formula rather than the other way around.

Since its inception in 2008, the brand’s popularity has skyrocketed, winning over customers as young as 18 and as old as 70 who admire the work of cosmetic artists like Monika Blunder. The corporation, which started out of New Jersey but has since spread to other nations, is now a major player globally. IT Cosmetics was so successful in 2016 that it was acquired by L’Oreal, a prominent French cosmetics company, in August of that year.

Meet Jamie Kern Lima: The Visionary Behind IT Cosmetics

Jamie was a TV journalist for the better part of her career before she became a makeup artist and the CEO of IT Cosmetics. In 1999, Kern Lima won the Baywatch College Search and made a cameo appearance on the show. In the same year, she won Miss Washington USA. Kern Lima also competed in the Miss America pageant the following year, which was held in Branson. However, she was unable to win the crown for the second time.

Jamie appeared on Big Brother in 2000 as the season’s final female houseguest. She says she set out on her quest for an innovative solution after realizing no cosmetics on the market could treat her skin issue. Jamie’s complexion had been red and blotchy from rosacea, a hereditary ailment she had been dealing with for a long time.

She had exhausted her options for facial care products and was still dissatisfied. Jamie says she once brushed off her eyebrows live on TV and was mortified to see her red flesh peeking through her “full coverage” foundation.

Jamie learned the hard way that choosing the right cosmetics when you don’t have fantastic skin is far more complicated than when you do. She knew firsthand how much people with skin problems would value a chance to properly enhance their tones if given the option, having gone through it herself.

The Founding of Innovative Technology (IT) Cosmetics

One year before the founding of IT Cosmetics, Jamie and her husband, Paulo Lima, had carefully planned out their future business. Jamie met Paulo while they were both studying at Columbia Business School in 2004, and he has been instrumental in the company’s success. They even reportedly brainstormed and developed their business plan while on their honeymoon in South Africa.

IT Cosmetics quickly gained widespread popularity after its launch. Redbook Magazine even awarded its Leg Sculpting Kit the “Most Valuable Product” prize in 2008. The brand initially launched in the US but later expanded into Canada in 2009. Its success in its first two years of operation allowed it to open over 200 boutiques across America in the same year.


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IT Cosmetics’ Rapid Rise to Fame

One reason that IT Cosmetics gained such a large following in a short time was that Jamie chose to showcase the brand on QVC, a famous American TV network, and home shopping channel. This approach was an alternative to traditional marketing strategies, such as advertisements using popular models. On QVC, Jamie demonstrated the effectiveness of the cosmetics on a diverse range of ages, including on the face of a 72-year-old woman. This helped establish the brand’s reputation for quality. 

However, the most influential model in the show was Jamie herself. On live TV, the IT Cosmetics founder removed her foundation to reveal her rosacea, showing the effectiveness of the cosmetic in covering up skin imperfections. This demonstration caused the company’s products to sell out within a few hours.

IT Cosmetics has also garnered the support of numerous celebrity endorsements, including many members of the popular TV show Dancing with the Stars cast. The company aims to revolutionize the beauty industry by blurring the lines between makeup and skincare products and changing consumers’ purchasing habits.

In 2016, French multinational company L’Oreal acquired IT Cosmetics for $1.2 billion in cash, marking its largest acquisition in nearly a decade. Through the acquisition, Jamie received about $410 million and made history as the first female CEO of L’Oreal, solidifying her reputation as a highly successful businesswoman.


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Types of Products Offered by IT Cosmetics

IT Cosmetics specializes in creating high-quality skincare and makeup products. Some of the types of products that IT Cosmetics sells include:

  1. Skincare: IT Cosmetics offers a selection of skincare products aimed at enhancing the appearance and overall health of the skin. These products include cleansers, toners, serums, eye creams, and moisturizers.”
  2. Makeup: IT Cosmetics offers a variety of makeup products, including foundation, concealer, blush, bronzer, eyeshadow, mascara, and lipstick. These products are formulated with ingredients that are gentle on the skin and designed to enhance natural beauty while providing a smooth, flawless finish.
  3. Brushes and tools: IT Cosmetics also sells a variety of makeup brushes and tools, including foundation brushes, concealer brushes, eyeshadow brushes, and more. These tools are designed to help you apply your makeup smoothly and evenly for a professional-looking finish.
  4. Lip products: IT Cosmetics offers a range of lip products, including lipsticks, lip glosses, and lip balms. These products are formulated with nourishing ingredients to help keep your lips hydrated and healthy.
  5. Eye products: IT Cosmetics also sells a variety of eye products, including eyeshadow palettes, eyeliners, and mascara. These products are designed to enhance the natural beauty of your eyes and help you create a range of looks, from natural to dramatic.
  6. Sets and kits: IT Cosmetics also sells sets and kits that include a variety of products, such as skincare sets, makeup sets, and brush sets. These sets are a great way to try out different products and get a complete skincare or makeup routine.


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IT Cosmetics has gained success in the beauty sector by providing high-quality, effective products that respond to its consumers’ demands and tastes. The brand’s emphasis on natural, skin-friendly ingredients and its dedication to developing new, problem-solving skin products have contributed to its success and helped it stand out in a crowded market. IT Cosmetics’ strong and brilliant marketing has helped it establish itself as a respected and successful brand in the beauty industry.