"We did something at IT Cosmetics that has never been done before in luxury beauty—we became a top-selling brand by using real women of all shapes, sizes, skin tones and skin issues," says Kern Lima. "Our success is proof to the beauty industry that you don't need to use unattainable images of aspiration for women to buy your products. I think women are tired of seeing images that don't look like them. When it comes to the images of beauty that we see as women, I believe IT Cosmetics is proof that the power of the people is greater than the people in power! It's time for change."
Kern Lima started IT Cosmetics, a luxe makeup and skincare company, in her living room and, in 2016, sold the company to L'Oréal for $1.2 billion. The purchase was L'Oréal's largest acquisition to date and made Kern Lima the first female CEO in L'Oréal's 100+ year history.
Prior to launching IT Cosmetics, Kern Lima was an award-winning TV News anchor with beauty challenges including sparse brows and sensitive skin, and could never find products that truly worked. She felt there must be other women out there like her, who want clinically proven, skin-loving, problem-solving makeup and skincare products that truly work! And that's when IT Cosmetics was born. Two years after launching the brand, Kern Lima went on air at QVC with Bye Bye Under Eye Concealer and in 10 minutes, it sold out completely. Today IT is QVC's top-selling makeup line, and a top selling brand in ULTA Beauty and Sephora. IT Cosmetics has received more than 30 QVC Customer Choice Beauty Awards, and was also honored with the WWD Beauty Inc. Prestige Brand of the Year.
See Beauty Packaging’s interview with Jamie Kern Lima here.
See her interview on CBS as she explains her brand and how she started it, here.