The Makeup Brand Your Skin Will Love

Once you’re into the groove of a makeup routine, it takes a special product to sway your step-by-step system. With respect to the regime you’ve likely spent years establishing, we think IT Cosmetics makes the cut. That is, you need their products in your life (especially the Brow Power Eyebrow Pencil and Vitality Lip Blush Hydrating Gloss Stain, included in our fall Box of Style)! Co-Founded by CEO Jamie Kern Lima, who suffers from rosacea, the modern beauty brand implements the expertise of dermatologists and plastic surgeons to create products that are clinically proven to enhance your skin. Here, we sit down with Lima to learn more about the brand’s beginnings, her favorite products and the harmful ingredients she avoids.


The Zoe Report and IT Cosmetics Facebook live on Tuesday, October 25 @ 12pm PST.

Watch our beauty editors and an IT Cosmetics makeup artist show you how to get the perfect brow for fall. Don’t miss out—head over to facebook.com/thezoereportbeauty and make sure to like our page. You’ll be notified once we’re live watch it all happen!

Courtesy of IT Cosmetics

Get To Know IT Cosmetics

Jamie's Mission Statement

"I’ve had hereditary rosacea and hyperpigmentation for years! I started my career as a TV news anchor, and every product that promised to cover my rosacea and hyperpigmentation would crease and crack, make me look older or, worse yet, come off on camera! It was because of this that I became consumed with a dream of creating products that truly worked. Products that actually solved women’s beauty concerns, including my own, and gave women the power to truly look and feel their most beautiful! To make my dream a reality, I partnered with plastic surgeons to develop game-changing products that, when in the hands of real women everywhere, deliver life-changing results—and are clinically shown to do so!"

How IT Cosmetics Stands Apart

"We work with plastic surgeons, the experts in skin rejuvenation and aesthetics, and look at makeup completely differently! At IT Cosmetics, we’re all about color-infused skincare. Instead of color cosmetics with a little bit of skincare thrown in. IT Cosmetics product starts their life as anti-aging skincare and is infused with full-coverage pigments for your skin but better! Many of our customers call themselves IT Girls—so amazing!—and what I hear most often from them is 'I get compliments on my skin, not my makeup.' To me, that is everything! I truly believe that great makeup can give you great skin, and the mission of IT Cosmeticsis to make 'it' happen!"

Never Leave Home Without

"Wearing sunscreen every day is so important! CC+ Cream with SPF 50+ is my daily go-to because it gives you color-correcting full coverage, anti-aging skincare and SPF 50+ physical sunscreen, and is clinically shown to make your skin look younger! And I always do my brows using Brow Power Universal Brow Pencil because it never budges or smudges and gives me the look of real brows—which is great, because I have none! I’m also obsessed with our best-selling Tightline mascara. It’s your eyeliner, mascara primer and mascara all in one step. The unique skinny brush coats your lashes from root to tip, so they stay up all day—no more lashes that droop and make you look tired by lunch!"

On Our Box Of Style Picks

"These are true IT Girl favorites! Vitality Lip Blush Hydrating Gloss Stain is a super-innovative lip gloss stain because it’s a stain that actually hydrates your lips and glides on like a nourishing, lip-smoothing serum. The alcohol-free formula contains lip-loving hydrolyzed collagen, antioxidants, hyaluronic filling spheres and essential butters and oils, and never feels sticky or tacky."

"One of my favorite beauty secrets is sharing how your eyebrows are the only feature on your face that give you your frame of symmetry and symmetry is what equates to beauty in the human eye! So doing your brows is everything! Brow Power Universal Brow Pencil is the #1 product in our entire line because it truly gives you the look of your brows but better, even if you have missing, sparse hairs—or no brows at all, like me! One of my favorite things about Brow Power is that it’s a budge-proof formula that looks like real hair and adheres to skin for brows that won’t come off until you take them off. Plus, the Universal Taupe shade transforms to all brow hair colors, and gives you your perfect match every time!"

The Power Of Persistence

"The biggest hurdle in starting IT Cosmetics was hearing the word 'no' from just about everyone, and deciding in my own head that it just means 'not yet'! All of our most important partners to our business today, including Sephora, QVC, Guthy-Renker and ULTA Beauty, all said no to us initially. We kept being persistent, focusing on truly developing life-changing products, and eventually got a yes! Today, we have successful partnerships with every one of these retailers."

Jamie's Go-To Products

"This is the hardest question because at IT we only launch products that we truly believe will change women’s lives. The product I get the most life-changing stories about would be either Bye Bye Under Eye Anti-Aging Concealer or our CC+ Cream with SPF 50+. But if I have to choose only one, it would be CC+ Cream with SPF 50+ because it truly is everything your skin needs—color-correcting full coverage, anti-aging skincare, SPF 50+ physical sunscreen—all in one step! It actually starts its life as skincare, and we’ve infused full coverage into it. I have rosacea and hyperpigmentation and feel like I’ve spent most of my life trying every foundation and concealer out there, and they almost all crease and crack and make us look older, especially if you need coverage. IT Cosmetics’ CC+ Cream with SPF 50+ is so different than anything else out there because it gives you full coverage and is clinically shown to make your skin look younger!"

Avoid At All Costs

"Ingredients matter, and mean everything! So many products have ingredients that can worsen skin issues you might have, or irritate your skin. For me ingredients like bismuth and chemical sunscreen affect my sensitive skin. This is why we work closely with plastic surgeons and dermatologists when creating our products. Great makeup can give you great skin but only if every ingredient included is chosen to treat your skin while you wear it, especially if you have sensitive skin like I do!"