About IT

Jamie Kern Lima, Founder IT Cosmetics

meet jamie,Founder - IT Cosmetics

As a news anchor in my 20s, I wanted SO badly to have camera-ready skin – but hereditary rosacea, hyperpigmentation and under-eye circles made my time in the makeup chair a major challenge. I tried every formula on the market, struggling to find something that covered my perfections without caking, creasing, cracking...and making me look 10 years older! I knew there had to be a better way.

I founded IT Cosmetics™ because I truly believe that every woman deserves to feel her MOST beautiful every day. So how is IT making that happen? Unlike many cosmetics, which have a pinch of skincare added as an afterthought, our formulas all begin as cutting-edge skincare -THEN we add high-performance pigments and protectants for weightless, ultra-buildable coverage.

Your real beauty inspires me!
Jamie Kern Lima

The BIG Reveal

Inspired by her own skin issues, former news anchor-Jamie Kern Lima-didn't set out to just make better beauty products, Jamie created an entirely new standard of beauty. She tapped into something universal, and inspired a movement.

I believe every woman is beautiful and I believe every woman deserves to look and feel your most beautiful. IT's not just about concealing, IT's about revealing your most beautiful you and your most beautiful skin ever!

You deserve IT!

IT IS...

Developed with leading plastic surgeons, IT Cosmetics creates clinically shown, innovative, problem solving color cosmetics and skincare products that harness cutting-edge technologies and high-performance, skin-loving ingredients to provide you with serious beauty solutions designed to give you the power to look and feel your most beautiful! It's your beauty, but better.

Discover IT. Love IT. Believe IT.

IT Accolades

  • Brow Power Brow Power™
    Universal EyeBrow Pencil
    • Independent Cosmetic Manufacturers
      and Distributors (ICMAD)

      CITY Award for Color Cosmetic Product

    • NewBeauty Magazine

      The Best Eyebrow Pencil

    • Total Beauty Awards

      Best Brow Enhancer- Editors' Pick

  • Bye Bye Pores Bye Bye Pores™
    Anti-Aging Micro Powder
    • Be! Magazine

      Editor's Choice

    • Second City Style Beauty Olympics

      Best Loose Powder

    • BestCovery.com

      Best Face Finishing Powder

  • Vitality Lip Flush Vitality Lip Flush
    4-in-1 Reviver Lipstick Stain
    • Total Beauty Awards

      Best Lipstick - Editors' Choice

    • ALLURE.com

      Editors' Favorite - Week of 2/20/12

  • Hello Lashes Hello Lashes™
    5-in-1 Mascara
    • Be! Magazine

      Editors' Choice

    • Independent Cosmetic Manufacturers
      and Distributors (ICMAD) "Packaging"


* Allure, BE Entertained Magazine, Bestcovery, Independent Cosmetic Manufacturers and Distributors (ICMAD), NewBeauty, Second City Style and Total Beauty are proprietary properties of their respective owners. Nothing on this website is intended to convey an affiliation with, or an expressed or an implied enforcement of IT Cosmetics by the above entities, their owners, or parent companies or affiliated entities.

Discover it. Love it. Believe it.

Bye Bye Foundation Special TV Offer - 5 piece IT makeup kit.

IT is Clinically-shown, Skin-Loving,
Problem Solutions for Your Most Beautiful You.

Bye Bye Foundation users, in just 10 days...

  • 96% saw softer, smoother looking skin
  • 85% saw reduction on visible wrinkles and improvement in skin texture
  • 77% saw smaller looking pores