• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Components
    • Markets
    • Materials
    • Solutions
    • Top 20 Companies
    • Buyers Guide
    • Events
    • More
  • Magazine
  • News
  • Components
  • Markets
  • Materials
  • Solutions
  • Top 20 Companies
  • Buyers Guide
  • Events
  • Current & Past Issues
    Features
    Editorial
    Departments
    Columns
    Digital Edition
    eNewsletter Archive
    Staff
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    eBook
    Top Features
    Luxe Pack Monaco Draws Crowd As Sustainable Packaging Deadlines Near

    Inspired Formulations & Packaging at MakeUp in NewYork

    Turnkey’s Role in the Post-Covid Beauty Renaissance

    Beauty Packaging ‘Sparks Joy,’ Rallies for a Cause—& More

    Innovative Packaging for Earth-Conscious Cosmetic Consumers
    Breaking News
    Regulatory
    Events
    Association
    Packaging
    Adv/Marketing
    Financial
    Retail & Travel
    People
    Products
    Experts
    Press Releases
    Exclusives
    Live From Shows
    Video Bites
    Packaging Personalities
    Top News
    Haircare Brand Uncle Funky’s Daughter Announces Retail Expansion

    TRESemmé Introduces New Pro Infusion Collection

    Walgreens Boots Alliance Shares 2022 ESG Report

    Dark & Lovely Taps Meagan Good as Brand Ambassador

    Nominations Open for NJPEC Packaging Hall of Fame Class of 2023
    3D
    Accessories
    Aerosols
    Airless
    Applicators
    Bags
    Bottles/Jars
    Brushes
    Cans
    Cartons/Boxes
    Closures
    Compacts
    Devices
    Dispensers
    Double Duty
    Droppers
    Environmental
    Labels
    Lipstick packages
    Mascara Containers
    Paper
    Pouches
    Printing
    Pumps
    Rollerballs
    Small Sizes
    Stock Pkg
    Tubes
    Wipes/Sheets

    Cosmogen’s Squeeze’N Roll Tube Chosen for Boots’ N˚7 Range

    K-Beauty Brand Launches Eco-Friendly Bio-Based Cushion Compact

    Luxe Pack Monaco Draws Crowd As Sustainable Packaging Deadlines Near

    Inspired Formulations & Packaging at MakeUp in NewYork

    Beauty Packaging ‘Sparks Joy,’ Rallies for a Cause—& More
    Bath/Body
    Cosmetics
    Ethnic
    Fragrances
    Hair
    Health and Beauty
    Home Fragrance
    Men
    Nails
    Personal Care
    Sample/Travel Sizes
    Sets/Kits
    Skin

    Haircare Brand Uncle Funky’s Daughter Announces Retail Expansion

    TRESemmé Introduces New Pro Infusion Collection

    Walgreens Boots Alliance Shares 2022 ESG Report

    Dark & Lovely Taps Meagan Good as Brand Ambassador

    NJPEC Announces Package of the Year and Gold Category Winners
    Brush Fibers
    Eco-friendly
    Flexibles
    Glass
    Metal
    Paper/Board
    PCR
    PET
    Plastics
    Wood

    K-Beauty Brand Launches Eco-Friendly Bio-Based Cushion Compact

    Knoll Debuts Patent-Pending 100% Knoll Ecoform Molded Pulp Compacts

    Luxe Pack Monaco Draws Crowd As Sustainable Packaging Deadlines Near

    Inspired Formulations & Packaging at MakeUp in NewYork

    Siloa Introduces New Line of Sustainable Wooden Caps
    Anti-Counterfeit
    Contract Services
    Decorative Effects
    Design Capabilities
    Digital Printing
    Injection Molding
    Machinery
    Made in USA
    Package Development
    Printing/Decorating
    Sustainable Pkg/Practices
    Turnkey

    Aveda Earns B Corp Certification—with a High Overall Impact Score

    K-Beauty Brand Launches Eco-Friendly Bio-Based Cushion Compact

    Mary Kay Releases Sustainability Report—& Goals for 2030

    Luxe Pack Monaco Draws Crowd As Sustainable Packaging Deadlines Near

    Inspired Formulations & Packaging at MakeUp in NewYork
    Top 20 Companies
    AmorePacific

    Mary Kay

    Estée Lauder

    Unilever

    Oriflame
    All Companies
    Categories
    Company Profiles
    Jobs
    Add New Company
    International Buyers Guide Companies
    Pin Mao Plastic Industry Co Ltd

    JSN Cosmetic Packaging

    GLASPRAY ENGINEERING & MANUFACTURING CO., LTD.

    Federal Package

    Neenah
    Industry Events
    Live From Shows
    Exhibitor Showcase
    Webinars

    Cosmoprof North America Announces 2024 Miami Beach Edition

    Clean Beauty Event Travels to the U.S.

    Luxe Pack Monaco Draws Crowd As Sustainable Packaging Deadlines Near

    Inspired Formulations & Packaging at MakeUp in NewYork

    Cosmoprof Singapore: A Winning Bet
    • Magazines
      • Current / Back Issues
      • Features
      • Editorial
      • Departments
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Staff
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • Companies
      • Categories
      • Corporate Capabilities
      • Add Your Company
    • Components
      • 3D
      • Accessories
      • Aerosols
      • Airless
      • Applicatiors
      • Bags
      • Bottles / Jars
      • Brushes
      • Cans
      • Cartoons / Boxes
      • Closures
      • Compacts
      • Devices
      • Dispensers
      • Double Duty
      • Droppers
      • Environmental
      • Labels
      • Lipstick Packages
      • Mascara Containers
      • Paper
      • Pouches
      • Printing
      • Pumps
      • Rollerballs
      • Small Sizes
      • Stock Pkg
      • Tubes
      • Wipes/Sheets
    • Markets
      • Bath/Body
      • Cosmetics
      • Ethnic
      • Fragrances
      • Hair
      • Health And Beauty
      • Home Fragrance
      • Men
      • Nails
      • Personal Care
      • Simple/Travel Sizes
      • Sets/Kits
      • Skin
    • Materials
      • Brush Fibers
      • Eco-friendly
      • Flexibles
      • Glass
      • Metal
      • Paper/Board
      • PCR
      • PET
      • Plastics
      • Wood
    • Solutions
      • Anti-Counterfeit
      • Cotract Services
      • Decorative Effects
      • Design Capabilities
      • Digital Printing
      • Injection Molding
      • Machinery
      • Made In USA
      • Package Development
      • Printing/Decorating
      • Sustainable Pkg/Practices
      • Turnkey
    • Top 20 Companies
    • Online Exclusives
    • Slideshows
    • Expert Opinions
    • Videos
      • eBook
    • Infographics
    • Whitepapers
    • Products Showcase
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Jobs
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms Of Use
    Center Stage

    A few minutes with Jamie Kern Lima, founder of IT Cosmetics

    ...

    A few minutes with Jamie Kern Lima, founder of IT Cosmetics
    Jamie Kern Lima, founder of IT Cosmetics
    03.16.15
    When she was a TV news anchor, Jamie Kern Lima suffered an embarrassing on-air “makeup malfunction” and set out to develop a line of cosmetics that would be truly problem solving and change women’s lives. Today, with more than 150 SKUs and numerous awards, it seems Kern Lima has accomplished her goal. Recently Beauty Packaging’s editor Jamie Matusow had the chance to ask Lima about the line’s innovative packaging, standout products, and what she’s looking for from suppliers.

    JM: Can you recall your first experience with cosmetics? How did it become your passion?

    JKL: I’ve always loved cosmetics from as young as I can remember, but I never knew it would be part of my career. Before I launched IT Cosmetics, I worked as a TV news anchor. I always struggled to find products that helped with my rosacea and sparse brows while also providing me the full coverage I needed without creasing, cracking or making me look older. After I accidentally wiped a brow off in the middle of a broadcast, I was inspired to launch a company that made products that are truly problem solving in a way that simply didn’t exist. I partnered with plastic surgeons and dermatologists and created IT Cosmetics, a line of skin-loving, clinically proven, problem solving products. In fact, many of my personal beauty woes—combined with hearing from girls and women about products they wish existed—have inspired several of IT Cosmetics award-winning products today. I truly believe all women are beautiful and deserve to look and feel their most beautiful. I am so passionate about IT, and I wake up every single morning with this mission.
     


    Kern Lima says the packaging for IT’s Tightline mascara was designed with an ultra-skinny wand that solves a problem no mascara has been able to achieve.
    JM: What was your breakthrough product?

    JKL: One? Can I pick three? Bye Bye Under Eye Concealer, CC+ Cream with SPF 50+ Physical Only Sunscreen, and the Brow Power Universal Eyebrow Pencil. Bye Bye Under Eye Concealer is a true full coverage, anti-aging concealer that literally covers everything, and is often imitated but never duplicated. Our CC+ Cream with physical SPF 50+ is life- and skin changing—it is your full skin care, sun protection and full coverage in one step. Our Brow Power Universal Eyebrow Pencil looks like real hair, adheres to skin, covers gray and lasts all day. It is how you create your most natural looking brows. Plus, the universal shade can work across all brow colors simply based on pressure. We partnered with the Look Good, Feel Better program from Day 1 on Brow Power, and over the past five years we’ve donated over $4 million in Brow Power pencils to help women face the effects of cancer with more confidence.
     
    JM:
    Most popular product?

    JKL: Bye Bye Under Eye concealer. It’s one of those products that grew in popularity from real women getting real results and spreading the word—as we grew as a company, many editors heard about IT Cosmetics first from hearing about Bye Bye Under Eye.
     
    JM: How many products does IT offer?  What makes IT Cosmetics stand out from other brands?

    JKL: Right now we currently have over 150 SKUs, including brushes and tools. We launch fewer products than most color cosmetics companies. I have to believe in every ounce of me that a product will change women’s lives and their skin, or I won’t launch it. We do not focus on trends or on launching a million eye shadow colors; our focus is on problem-solving, skin-loving, clinically proven products. It took us four years before we launched our first foundation because our goal was to deliver better coverage, better wear, and a more beautiful skin experience than any foundation before it. What makeup company waits four years to launch a foundation?  We do things differently at IT!
     
    JM: Why do consumers love IT products? Enough to earn IT six QVC Customer Choice Beauty Awards? Congratulations!

    JKL: Thank you so much, I actually cried that night. It was overwhelming because at the end of the day when women find something that works, they spread the word. And getting a QVC Customer Choice Award is the most authentic experience. You can’t buy it, you can’t influence it in any way, you simply have to earn it through creating amazing products. At IT we’ve built our brand one product at a time, hoping that women out there would try IT and grow to trust that each product does what we say it will.
     
     JM:
    What trends have you seen in cosmetics packaging during the life of IT Cosmetics? And how have you kept pace?



    The CC+ tube is “incredibly innovative—and complicated,” according to Kern Lima.
    JKL: Innovation in cosmetics can come in packaging as often as it can come in formulation. And I believe innovation in packaging can also solve problems, which is our brand DNA at IT. An example of this is our Tightline mascara. The packaging is designed with an ultra-skinny wand that solves a problem no mascara has been able to do—it’s so skinny it actually gets to the root of the lashes, so you get an eyeliner and mascara in one step.
     
    JM:
    How much attention is placed on the packaging?

    JKL: We believe that packaging is such a critical piece of the customer experience and in some cases the efficacy of the product. When we were a younger brand, it was more difficult to create innovation in componentry due to customization costs. Now I feel so blessed to be able to work on creative ideas in packaging—and dream and create! One of our biggest goals in 2015 is for our packaging to reflect the elevated prestige formulations and clinically proven results we achieve in each product we make. Packaging also conveys emotion; it’s so powerful!
     
    JM: Do you have a sampling program?

    JKL: Yes, we do. Every single order on our website comes with a free sample. We also offer samples on select products offered via QVC, as well. Customers can also stop into their local ULTA store any time to try out some of their favorite IT products. One thing I do wish is that more fillers would invest in sampling filling systems in-house.
     
    JM:
    What colors/materials/decorative techniques are used to tie the line together?

    JKL: We use a lot of Black and Silver. We also use a lot of hot stamped foil, hologram and pink accents. This is something we’re working on unifying in a more cohesive way.
     
    JM: What are some of IT’s most creative or innovative packages? What was the inspiration?

    JKL: Our CC+ tube is incredibly innovative—and complicated. To achieve the look we wanted, we had to use a combination of silk screen layers, hot stamp layers including hot stamp holographic foil, and clear protective layers all to get the effect, emotion and customer experience we wanted. We just about drove our tube manufacturer crazy, but the result is beautiful and one of our most successful products.
     
    JM: What is your dream breakthrough product/package?

    JKL: My dream product is very close to launching. We will be launching it in partnership with Guthy-Renker. Stay tuned. My dream in packaging is a different answer. I believe all things are possible. And my dream is to continue building a creative, packaging and design team internally at IT Cosmetics that creates breakthrough innovations in packaging, and my dream is also to continue to find innovative partners in packaging that help do this for IT Cosmetics as well.
      Loading, Please Wait..
      Trending
      • Ranking The Top 50 Cosmetic Companies
      • WSGN & Coloro Name Apricot Crush As Color Of The Year 2024
      • Top 10 Beauty Brands In The U.S. For Q1 2022
      • Top 10 Haircare Brands In The World—Ranked By Cosmetify
      • Maggie Q Launches Beauty Supplement
      Breaking News
      • Haircare Brand Uncle Funky’s Daughter Announces Retail Expansion
      • TRESemmé Introduces New Pro Infusion Collection
      • Walgreens Boots Alliance Shares 2022 ESG Report
      • Dark & Lovely Taps Meagan Good as Brand Ambassador
      • Elemis Earns B Corp Certification—With High Overall Impact Score
      View Breaking News >
      CURRENT ISSUE

      December 2022

      • Luxe Pack Monaco Highlights Sustainable Packaging Suppliers
      • MakeUp in NewYork HIghlights Formulations & Beauty Packaging
      • Turnkey’s Role in the Post-Covid Beauty Renaissance
      • Beauty Brands Use Package Design to 'Spark Joy'
      • Innovative Packaging for Earth-Conscious Cosmetic Consumers
      • View More >

      Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
      You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

      • About Us
      • Privacy Policy
      • Terms And Conditions
      • Contact Us

      follow us

      Subscribe
      Nutraceuticals World

      Latest Breaking News From Nutraceuticals World

      Probiotics Supplementation Reduces Complications in Colorectal Cancer Patients
      Vitamin D Supplementation Reduces Risk of Dynapenia
      Sustained-Release Caffeine Ingredient Offers Mood, Performance Benefits
      Coatings World

      Latest Breaking News From Coatings World

      Epoxytec Announces New Website Launch
      Paints and Coatings Market Worth $212B by 2026: MarketsandMarkets
      Axalta Releases Fourth Quarter and Full Year 2022 Results
      Medical Product Outsourcing

      Latest Breaking News From Medical Product Outsourcing

      BMP Medical Expands Sterling, Massachusetts Facility
      Abbott's Proclaim XR SCS OK'ed for Diabetic Neuropathy
      Environmental Sustainability Becoming Increasingly Important to Medtech Industry
      Contract Pharma

      Latest Breaking News From Contract Pharma

      Pasithea Signs CMC Development and Manufacturing Agreement
      Experic Expands Analytical Capabilities and Facilities
      List Labs Expands Manufacturing Capacity
      Beauty Packaging

      Latest Breaking News From Beauty Packaging

      Haircare Brand Uncle Funky’s Daughter Announces Retail Expansion
      TRESemmé Introduces New Pro Infusion Collection
      Walgreens Boots Alliance Shares 2022 ESG Report
      Happi

      Latest Breaking News From Happi

      KimChi Beauty Launches Spinning Hearts Love 02 Ahead of Valentine’s Day
      Dark & Lovely Names Actress Meagan Good Brand Ambassador
      Natural Household Care Company Tru Earth Adds Dishwasher Detergent Tablets
      Ink World

      Latest Breaking News From Ink World

      Crown Wins Multiple Awards for Innovative Designs Across Global Competitions
      Xerox Releases 4Q, Full-Year 2022 Results
      Electronics For Imaging Names Frank Pennisi as CEO
      Label & Narrow Web

      Latest Breaking News From Label & Narrow Web

      EFI appoints Frank Pennisi CEO, Fiery now an independent business
      Bobst boosts senior sales team with Keith Nagle
      Penmar Industries adds Screen Truepress Jet L350UV SAI digital press
      Nonwovens Industry

      Latest Breaking News From Nonwovens Industry

      Essity’s Sales Grow
      Thinx to Pay up to $5 million to Settle Class Action Suit
      Typar Highlighting New Building Innovations
      Orthopedic Design & Technology

      Latest Breaking News From Orthopedic Design & Technology

      Orthofix Launches the Mariner Deformity System
      Tyber Medical Hires 2 New Execs
      Miach Ortho Raises $40M in Series B Funding
      Printed Electronics Now

      Latest Breaking News From Printed Electronics Now

      Stuart Achieves 70% Warehouse Productivity Gains with Zebra
      STMicroelectronics Reports Q4, FY 2022 Financial Results
      Flex Reports 3Q Fiscal 2023 Results

      Copyright © 2023 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

      AD BLOCKER DETECTED

      Our website is made possible by displaying online advertisements to our visitors.
      Please consider supporting us by disabling your ad blocker.


      FREE SUBSCRIPTION Already a subscriber? Login