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


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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!


What Makes IT Cosmetics Unique?

At IT Cosmetics, we expect to be nothing short of a game-changer with each new product that we launch. We work wivth dermatologists and plastic surgeons to develop clinically proven, innovative, problem-solving makeup and skincare products that harness cutting-edge anti-aging technologies and highperformance skin-loving ingredients. We’re all about colour-infused skincare. Many of our product ideas come from our customers! Our IT Girls and IT Guys share their beauty issues with us, and ask us to create a problem-solving product for them. I believe the most beautiful women are real, and I believe the images of beauty shown to the world should reflect real women. We did something at IT Cosmetics that has never been done before in luxury beauty – we became a top-selling brand by using real women of all shapes, sizes, skin tones and skin issues. You don't need to use unattainable images for women to buy your products. I think women are tired of seeing images that don't look like them. I just want women, whether they have skin issues or if they’ve never connected with a brand, to know that they can be beautiful! And now, you see almost all makeup brands showing real women in before-and-afters, and when I see that, I smile.


How Do You Channel Confidence?

My mother taught me that every woman is beautiful and deserves to feel her most beautiful! It has shaped my entire life! I truly believe that every woman is beautiful and deserves to feel that way. And beauty goes beyond how you look. It touches how you feel. Beauty means looking in the mirror and seeing all the things that are right, that make you unique and beautiful, not focusing on all the things you think are wrong.

What We Believe In


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 β€œit works!”

WE BELIEVE in changing the conversation about beauty.


Real Results, Year After Year

Real Results, Year After Year

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