IT Cosmetics Makeup and Skincare

IT Cosmetics was founded in 2008 by Jamie Kern Lima, a former news anchor, who sought to create makeup that could effectively cover skin conditions like rosacea. The brand quickly gained a massive following through QVC and infomercials, emphasizing its "Your Skin But Better" philosophy. IT Cosmetics stands for "Innovative Technology" and was developed in collaboration with plastic surgeons to bridge the gap between high-performance makeup and clinical skincare.

In 2016, the brand reached a major milestone when it was acquired by the French beauty conglomerate L'Oréal for $1.2 billion. This acquisition marked one of the largest deals in L'Oréal's history for a US-based brand. Today, IT Cosmetics operates as a key prestige brand within L'Oréal's Luxe Division. While based in the United States, the brand utilizes advanced laboratories globally, with many of its popular CC+ creams and skincare formulas being manufactured in South Korea to leverage their pioneering cosmetic technologies.