Fragrance house

IT Cosmetics

Founded in 2008 by Jamie Kern Lima, IT Cosmetics grew from her difficulty finding makeup suited to sparse brows and sensitive, rosacea-prone skin. Lima partnered with plastic surgeons and dermatologists to develop skincare-based, problem-solving makeup, while the brand’s public identity came to center on real skin concerns, confidence, transformation, and real women. In 2010, IT Cosmetics presented Bye Bye Under Eye Concealer on QVC, where Lima removed her makeup live to reveal her rosacea. Every tube sold during the September presentation, establishing Bye Bye Under Eye as the company’s signature early product. L’Oréal announced an agreement to acquire IT Cosmetics on 22 July 2016 and finalized the acquisition on 31 August, integrating the brand into its Luxe Division. In September 2019, Lima and co-founder Paulo Lima left at the end of their contracts, with full control passing to L’Oréal. IT Cosmetics remains positioned as a skincare-led makeup brand developed with dermatologists and plastic surgeons, focused on problem-solving products, real results, and confidence.