About IT Cosmetics

We believe you should feel powerful and confident in your real beauty. Because feeling beautiful is your right.

We believe in transformation.
Not the kind that looks like someone else. The kind where your skin just got a whole lot better.

We believe in keeping our promises.
That’s why we partner with plastic surgeons and dermatologists to create trusted beauty solutions. Makeup that starts its life as skincare.
Skincare so effective, you might forget to wear makeup.

We believe in changing the conversation around beauty. Because it’s our dream that when you look in the mirror, you won’t see what’s “wrong” — you’ll see what’s right.

WE BELIEVE IN...

REAL BEAUTY, REAL RESULTS.

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. Feeling overlooked by the beauty industry challenged Jamie’s confidence, but it also inspired her journey as an entrepreneur.

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 2010, Jamie had the opportunity to sell her Bye Bye Under Eye Concealer on QVC. Defying all advice, she removed her own makeup on live television to reveal severe rosacea. Viewers responded to her openness — and her incredible transformation — and quickly fell in love with the brand’s full line of beauty solutions.

As IT Cosmetics continues to grow, so does our mission: to serve all people with products that are truly innovative — and truly work — in order to make the dream of confidence a reality. We are still fueled today, as Jamie always was, by a passionate belief that everyone should feel beautiful in their own skin.

IT TRANSFORMS PEOPLE’S LIVES.

The IT Cosmetics Advisory Board is made up of renowned plastic surgeons and dermatologists — and it is partnering with both that makes us unique.

Our plastic surgeons share insights on facial structure and how it changes over time, with a particular focus on symmetry and volume. This expertise helps us create products that give natural-looking results with incredible impact.

Our dermatologists are focused on skin health and getting transformative results. They are at the forefront of ingredient science research and help ensure our formulations are safe and effective on all skin types.