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IT Cosmetics co-founder and CEO, Jamie Kern showing here transformation on her face after IT Cosmetics products

Discover IT®: The History Behind IT Cosmetics

Problem Solving
Skin Loving
Confidence Building
Our Story
IT Gives Back

Meet Our Founder, Jamie

Prior to launching IT Cosmetics, Jamie Kern Lima was an award-winning TV news anchor with beauty challenges including sparse brows and sensitive skin. She couldn’t find products that truly worked, so she decided to create them. Jamie partnered with plastic surgeons and dermatologists to develop problem-solving, skin-loving products that deliver real results. That’s when IT Cosmetics and Jamie’s mission to empower everyone to feel their most beautiful was born!

Our Story, Created For You!

Jamie's Favorite Products

Confidence in a Cream Anti-Aging Hydrating Moisturizer
best seller Buy 1 Get 1 Free

Confidence in a Cream Anti-Aging Hydrating Moisturizer

Old price New price $59.00
CC+ Cream Full-Coverage Foundation with SPF 50+
New Shade

CC+ Cream Full-Coverage Foundation with SPF 50+

Color:
New Shade - Rich Cool (C)
Select a colour for CC+ Cream Full-Coverage Foundation with SPF 50+
Fair Porcelain (N), 1 of 30
Fair Ivory (W), 2 of 30
New Shade - Fair Warm (W), 3 of 30
Fair Beige (C), 4 of 30
Fair (W), 5 of 30
Fair Light (C), 6 of 30
Light (W), 7 of 30
New Shade - Light Neutral (N), 8 of 30
New Shade - Light Cool (C), 9 of 30
Light Medium (N), 10 of 30
New Shade - Light Medium Warm (W), 11 of 30
Medium (N), 12 of 30
Neutral Medium (N), 13 of 30
New Shade - Medium Cool (C), 14 of 30
Medium Tan (W), 15 of 30
Neutral Tan (N), 16 of 30
New Shade - Tan Cool (C), 17 of 30
Tan Warm (W), 18 of 30
Tan (N), 19 of 30
Tan Rich (N), 20 of 30
Rich (W), 21 of 30
Selected New Shade - Rich Cool (C), 22 of 30
Rich Honey (W), 23 of 30
Neutral Rich (N), 24 of 30
Deep (N), 25 of 30
Deep Honey (W), 26 of 30
Deep Bronze (C), 27 of 30
Neutral Deep (N), 28 of 30
Deep Mocha (C), 29 of 30
New Shade - Deep Cool (C), 30 of 30
Old price New price $47.00
Superhero Elastic Stretch Volumizing and Lengthening Mascara
best seller

Superhero Elastic Stretch Volumizing and Lengthening Mascara

Old price New price $28.00
Brow Power Universal Eyebrow Pencil

Brow Power Universal Eyebrow Pencil

Color:
Universal Taupe
Select a colour for Brow Power Universal Eyebrow Pencil
Universal Blonde, 1 of 4
Universal Auburn, 2 of 4
Selected Universal Taupe, 3 of 4
Universal Dark Brunette, 4 of 4
Old price New price $26.00
Bye Bye Under Eye Full Coverage Waterproof Concealer
best seller

Bye Bye Under Eye Full Coverage Waterproof Concealer

Color:
21.5 Medium Nude (N)
Select a colour for Bye Bye Under Eye Full Coverage Waterproof Concealer
10.5 Light (C), 1 of 24
11.0 Light Nude (N), 2 of 24
11.5 Light Beige (C), 3 of 24
13.0 Light Natural (N), 4 of 24
14.0 Light Tan (W), 5 of 24
14.5 Light Buff (N), 6 of 24
20.0 Medium (N), 7 of 24
21.0 Medium Tan (W), 8 of 24
Selected 21.5 Medium Nude (N), 9 of 24
23.5 Medium Amber (W), 10 of 24
24.0 Medium Beige (C), 11 of 24
25.0 Medium Natural (N), 12 of 24
25.5 Medium Bronze (C), 13 of 24
30.5 Tan (C), 14 of 24
32.0 Tan Bronze (C), 15 of 24
33.5 Tan Natural (N), 16 of 24
34.5 Rich Golden (W), 17 of 24
35.0 Rich Amber (W), 18 of 24
35.5 Rich (W), 19 of 24
40.0 Deep Tan (W), 20 of 24
40.5 Deep (C), 21 of 24
43.0 Deep Honey (W), 22 of 24
44.0 Deep Natural (N), 23 of 24
45.5 Deep Ebony (C), 24 of 24
Old price New price $29.00
Bye Bye Pores Pressed Setting Powder

Bye Bye Pores Pressed Setting Powder

Color:
Translucent
Select a colour for Bye Bye Pores Pressed Setting Powder
Selected Translucent, 1 of 3
Translucent Tan Rich, 2 of 3
Translucent Deep, 3 of 3
Old price New price $32.00

Believe IT

Today, Jamie is continuing to lend her voice to inspire women to Go For IT and build each other up through her new New York Times Best Selling book, Believe IT: How to Go from Underestimated to Unstoppable.
READ MORE

WE BELIEVE EVERY PERSON is beautiful.

WE BELIEVE in loving always, not judging ever.

WE BELIEVE in the power of changing the way you look in the mirror.

WE BELIEVE in superhero people and superhero products.

WE BELIEVE in embracing beauty of every kind.

WE BELIEVE in real results and never tire of hearing “it works!”

WE BELIEVE in changing the conversation about beauty.

WE BELIEVE IN YOU!

Real Results, Year After Year

Real Results, Year After Year

WWD 2015 Wins WWD Beauty Inc. Prestige Brand of the Year Award
A collage of red and pink lipstick in the shape of a heart captioned "Today! IT Cosmetics is now in 22 countries, reaching people all over the world!

The EdIT:
Your Destination for Inspiring Beauty and Lifestyle Content

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The EdIT
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