IT Cosmetics: where makeup meets skincare
IT Cosmetics, acquired by L’Oréal in 2016, is blurring the lines between makeup and skincare with hybrid products that tap into consumers’ growing attention to the quality of their complexion.
IT Cosmetics founder Jamie Kern has a vision: “to reveal the beauty of every woman”. In 2008, she began working with plastic surgeons and dermatologists to develop products suited to her own skin problems. From there, she had the idea to create makeup products that also care for the skin, with a “problem/solution” approach and formulas that are highly respectful of the skin and can boast scientifically proven results.
Consumers are IT Cosmetics best ambassadors
Launched through TV shows in the United States, the first IT Cosmetics products immediately found their market. Before long, an active community of consumers was praising the effects of the products with before/after pictures on social networks.
Specialising in face makeup, IT Cosmetics has developed a comprehensive offering in the category. Its CC+ Cream, which combines skin protection, coverage and tone enhancement, is a bestseller. The Bye Bye Under Eye cream and Bye Bye Pores finishing powders have met the same enthusiasm. The brand, which is already in the Top 5 in the selective makeup category in the United States x, further boosted its success with the launch in 2016 of a skincare range featuring its anti-ageing product Confidence in a Cream.
IT Cosmetics is expanding internationally with a launch at Selfridges in the United Kingdom in 2017 and continued growth in Canada, where the brand is already enjoying great success.
