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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

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

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.


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.


Real Results, Year After Year

Real Results, Year After Year

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