After university she took up a job in TV working long night shifts, and suffered constant skin flare-ups that her foundation did little to disguise. Fed up, she started coming up with new formulations that could help other people with skin conditions, whether it was rosacea, acne, scarring or hyperpigmentation.
If you haven’t heard of IT Cosmetics and are yet to come across a product that properly hides blemishes or problem skin, you’re going to want to listen up. The brand was founded in 2008 by Jamie Kern Lima who had suffered years of hereditary rosacea and struggled to find a makeup product that effectively covered it up, let alone helped to heal her skin.
After meeting with family friends who were plastic surgeons and dermatologists, Lima began writing her business plan with a mission to develop products that combined skincare with makeup to finally solve everyday beauty concerns. And thus, IT Cosmetics (which stands for innovative technology) was born.
Now available at Boots, IT Cosmetics best-sellers have included Your Skin But Better CC+ Cream with SPF 50+, £31, hailed by fans as the product that persuaded them to ditch foundation forever.
Designed to be a colour-correction base offering full-coverage – while also making you look like you’re naturally blessed with glowing, beautiful skin – Lima told Refinery29: “We wanted to create something that was one step. It started out as a moisturiser, and we did a lot of clinical studies on the skincare ingredients. We infused full-coverage into it and physical sunscreen of SPF50. I’ve had a lot of customers tell me this was life-changing for them, and it’s because we really took the time to make it perfect.”
When it launched across the pond, it became the No1 best-selling CC cream in America. And UK users, it turns out, were just as obsessed when it arrived here.
One recent reviewer wrote: “This product truly does what it advertises. It’s lightweight and helps even out skintone for a natural look which I love. I now use this instead of a foundation. For years I thought plastering thick layered foundation on would help my blemish-prone skin look better – till I found this product. This product helps with my blemishes and keeps my face looking fresh and glowy.”
Another wrote: “I have tried millions of foundations, but this CC – which gives a full foundation coverage – is by far the best I’ve ever used.”
Another Boots top-seller from the brand is Bye Bye Under Eye Concealer, £25, which now comes in 24 shades with a long-lasting formula that instantly covers dark circles, discolouration and redness without even a hint of creasing.
It’s also cleverly infused with vitamins, collagen, hyaluronic acid and antioxidants to keep fragile skin super-hydrated, and also helps to reduce the appearance of fine lines and wrinkles.
One user claimed this product “is the only concealer that has ever worked for me”.
Another wrote: “I bought this two weeks ago, and it’s simply the best I’ve ever used. I have a lot of concealers, they all have their benefits, some negatives. This concealer covers dark circles instantly, I apply a tiny amount with a brush, and it stays put all day. It’s waterproof and there are a variety of colours for every skintone. It’s worth every penny!”
With so many positive reviews, it’s hard not to be intrigued by a brand that seems to be giving women more confidence than ever before.
Visit the GLAMOUR Beauty Festival in London from 20-22 March to see The Boots Zone which will be packed out with demos, samples and treatments from some of the best makeup and skincare brands. From IT Cosmetics’ latest drops to Sleek Makeup, Soap & Glory, No7 plus plenty more big-name brands and beauty treats on the day.