BRAND STORY
Meet Our Founder, Jamie
IT Cosmetics was founded in 2008 by Jamie Kern Lima, a TV news anchor who was unable to find products that solved
her beauty concerns, including sparse brows and sensitive, rosacea-prone skin.
Jamie partnered with plastic surgeons and dermatologists to develop skincare-based, problem-solving makeup,
and disrupted the industry by showing remarkable Before & Afters on real women with real skin concerns — women who
deserved to feel confident and beautiful in their own skin.
In 2016, IT Cosmetics joined the L'Oréal family, and as the brand continues to grow, to serve all people
with products that are truly innovative and to make their dream of confidence a reality.
we believe in...
REAL
beauty
REAL
results
we believe in...
CONFIDENCE.
WE WANT YOU TO FEEL POWERFUL AND CONFIDENT IN YOUR OWN BEAUTY. FEELING BEAUTIFUL IS YOUR RIGHT.
we believe in...
OUR COMMUNITY
we believe in...
MAKEUP.
THAT STARTS ITS LIFE AS SKINCARE.
we believe in...
SKINCARE.
SO EFFECTIVE, YOU MIGHT FORGET TO WEAR MAKEUP.
we believe in...
OUR ADVISORY BOARD
plastic surgeons & dermatologists
DR. FLORA LEVIN
MD, FACS
DR. SMITA R. RAMANADHAN
MD, FACS
DR. JULIA TZU
MD, FAAD
DR. CAMILLE HOWARD-VEROVIC
MD, FAAD
we believe in...
TRANSFORMATION.
NOT THE KIND THAT LOOKS LIKE SOMEONE ELSE.
THE KIND WHERE YOUR SKIN JUST GOT A WHOLE LOT BETTER.
MAKEUP best sellers
YOUR SKIN BUT BETTER
Your multitasking color correcting cream!
BYE BYE
Our targeted concealing solutions!
SUPERHERO
Superhero powers for life proof wear!
BROW POWER
It's your brows but better!
SKINCARE best sellers
CONFIDENCE
Your Day to Night Anti-Aging skincare essentials.
BYE BYE
Say Bye Bye to skin concerns with these targeted solutions.
HELLO SUNSHINE
Your skincare powered daily SPF.
REAL RESULTS routines
