IT Cosmetics Do It All Radiant Concealer

IT Cosmetics was co-founded in 2008 in the United States by former television news anchor Jamie Kern Lima alongside Paulo Lima, developing makeup and skincare solutions infused with dermatological ingredients.

In 2016, French cosmetics giant L'Oréal acquired IT Cosmetics, incorporating the brand into its Luxe division. The brand's products, including its CC creams and concealers, are predominantly manufactured in South Korea and the United States, utilizing advanced cosmetic formulation technologies.

Today, IT Cosmetics is distributed across global retail channels and beauty department stores under L'Oréal's international network.