The it Cosmetics story: from a living room in the US to a billion-dollar deal
it Cosmetics was founded in 2008 by Jamie Kern Lima, a former TV news anchor who struggled with rosacea and hyperpigmentation and had a hard time finding makeup that both covered and cared for her skin at the same time. Together with plastic surgeons and dermatologists, she developed the brand's first product, the Bye Bye Under Eye concealer, which laid the foundation for the idea that makeup and skincare could be one and the same thing instead of two separate steps.
The brand's breakthrough came through the American TV shopping channel QVC, where Kern Lima appeared in more than 1,000 live shows and built it Cosmetics into one of the channel's biggest beauty brands. Sales grew quickly during the first half of the 2010s, and in August 2016 it Cosmetics was acquired by the cosmetics group L'Oréal for 1.2 billion dollars. Jamie Kern Lima stayed on as CEO after the acquisition and became the first female CEO of a L'Oréal brand, a position she held for several years after the deal.
The philosophy: skincare and makeup in one product
The idea behind it Cosmetics is that makeup should not force a trade-off between coverage and skincare. Instead of a heavy foundation or a separate serum, products are developed to do both at once, with formulas created together with dermatologists to work for several skin types, including sensitive skin. Products designed for the eye area are also tested by ophthalmologists, reflecting the brand's focus on clinical credibility combined with a result that looks and feels natural rather than masked.
About the product from it Cosmetics
At SKNLÛX you can currently find it Cosmetics Your Skin But Better CC+ Cream SPF50+ in the shade Neutral Medium, a color-correcting cream (CC cream) built on exactly that philosophy. The formula combines highly pigmented, buildable coverage with SPF50+ and a set of skincare ingredients: hyaluronic acid, niacinamide, chamomile, aloe vera, squalane, peptides and AHA. The result is a product that evens out skin tone and reduces the visible appearance of redness, while the skin feels hydrated and comfortable for much of the day without feeling heavy.
- Color correction and coverage. The pigments in Your Skin But Better CC+ Cream SPF50+ are buildable and even out skin tone, covering redness and unevenness without the formula feeling heavy or sticky on the skin.
- Everyday sun protection. The product contains SPF50+, allowing it to work as a daily defense against UV rays while providing coverage, instead of sunscreen and makeup being applied as two separate steps.
- Skincare ingredients. The formula includes hyaluronic acid and niacinamide for moisture and evenness, chamomile and aloe vera for a calming effect, plus squalane, peptides and AHA that support the skin's smoothness over time.
- Skin type. According to the product's own information, Your Skin But Better CC+ Cream SPF50+ is designed to suit several skin types, including sensitive skin, with a finish described as natural and luminous rather than matte or mask-like.
How to use the product
According to the product's own instructions, Your Skin But Better CC+ Cream SPF50+ is applied to cleansed skin as the last step of your skincare routine, or as a replacement for regular foundation. The product is blended evenly over the face with a brush, sponge or clean fingertips, and can be built up layer by layer in areas that need extra coverage, such as around redness or hyperpigmentation, without the result becoming sticky or uneven.
Milestones in it Cosmetics history
- 2008: Jamie Kern Lima founds it Cosmetics and launches the first product, the Bye Bye Under Eye concealer, developed together with plastic surgeons and dermatologists in the US.
- The QVC years: Kern Lima appears in more than 1,000 live shows on the TV shopping channel QVC, where it Cosmetics grows into one of the channel's biggest beauty brands during the 2010s.
- 2016: L'Oréal acquires it Cosmetics for 1.2 billion dollars, and Jamie Kern Lima becomes the first female CEO of a L'Oréal brand.
Who it Cosmetics is a good fit for
it Cosmetics is aimed above all at anyone who wants to stop choosing between skincare and full coverage makeup in their daily routine. With Your Skin But Better CC+ Cream SPF50+ from SKNLÛX you get sun protection, color correction and skincare ingredients in a single step, which suits anyone who wants to simplify their morning routine without compromising on either coverage or skin comfort throughout the day.
