Before founding IT Cosmetics in 2008, Jamie Kern Lima was a budding news anchor in Studio City, California. She was also a hereditary rosacea sufferer, which affected her career as well as her self-esteem. To feel confident under the relentless, unforgiving glare of HD cameras, Jamie needed really, really good makeup—makeup that effectively concealed her skincare issues without looking thick, caked on and unnatural. There was just one little hitch: makeup like that? It didn’t exist, and traditional, "full coverage" formulas just wound up making her skin look worse, not better.
Fed up, Jamie decided to start her own line: one that helped women solve real beauty problems. Et voilà , IT Cosmetics was born: innovative makeup that helps you uncover your best skin ever. (Fun fact: “IT” actually stands for Innovative Technology, so you know their products are packed with cutting-edge ingredients.) Created in tandem with plastic surgeons, the line is infused with clinically-tested skincare ingredients that improve your complexion in both the short- and long-term. Is it any wonder that b-glowing staffers (along with celebs, beauty editors and A-listers) are all obsessed with IT makeup?
If you're new to the brand, try b-glowing founder Lisa's go-to: IT Cosmetics Bye Bye Under Eye. Other b-glowing faves IT Cosmetics brushes, and our Holy Grail IT Cosmetics foundation: Your Skin, But Better CC Cream. You can also read reviews of our top 5 IT Cosmetics products here.
Not sure where to start? Check out our it cosmetics buying guide.