The brand everyone (and their mums, baby sisters and great-aunts) are talking about, IT Cosmetics is here to restore long-lost confidence. Borne out of one woman's struggle to find a non-chalky, full-coverage formula right for her sensitive skin type, founder Jamie Kern Lima's incredible tale will inspire you all to declare 'IT' allegiance...

A successful news anchor, Jamie - whose rosacea was amplified by unforgiving lights and HD cameras - would often turn up to the studio just-after midnight to prep for her morning-time slot. Full-coverage felt crucial but the formulas the make up artists 'caked' her with felt stifling. The foundations that covered were susceptible to cracking, feeling dry and looking obvious on screen - she yearned for a base that would cover without seeming so artificial.

Jamie spent most of her paycheck make up, but could never find products that really lived up to their promise. Her struggle continued until she decided she had to do something about it - the concept for 'IT' was cemented. No bells, whistles or avant-garde colours - just products that solved the most common concerns of the real men and women, like Jamie, who wanted the confidence-boost of a great cover-up or a brilliant brow pencil.

Her business plan was drafted on the flight home from her honeymoon and before long, she'd successfully assembled an impressive board of plastic surgeons and dermatologists who would help her to realise her vision; a line of incredible make up with powerful skin care ingredients. Innovative Technology (IT) Cosmetics was born...

The first product was {Bye Bye Under Eye} - a dark circle eliminator plus, the perfect camouflage for everything from pimples to tattoos! Smooth and non-drying, this pigment-rich formula covers without risk of creasing or flaking and blends seamlessly for a flawless but natural finish.

Making its debut on shopping TV, the product sold out within minutes - partly because of its brilliance, but largely because of the fact Jamie modelled the product herself. She (bravely) removed all her make up on air to expose the extent of her redness, then proceeded to camouflage everything using her miracle make up must-have. The effect was not only amazing - but also empowering. By 'revealing' her skin Jamie showed that 'real skin' doesn't need to be hidden. The QVC viewers related to Jamie on so many levels and {Bye Bye Under Eye} became so much more than a camouflage.

Wanting men and women, even if they have skin 'issues', to know that they are beautiful is one of Jamie's mantras, and this ethos permeates the IT Cosmetics range in its entirety. With emphasis on practicality, efficacy and usability, this capsule collection of products is truly game-changing.

The miraculous {Your Skin But Better CC+ Cream} is the ultimate, one-stop skin-perfecting shop - a daily youth-boosting (and featherweight!) serum that's laced with the finest (mineral) SPF 50 as well as full-coverage pigments and your choice of finish. From matte to the glow-giving 'Illuminating' iteration, this brilliant base has a barely-there finish that builds to disguise everything from dark spots to your post-blemish redness. 

When women find something that works, Jamie has witnessed first-hand how they'll first get behind it then tell all their friends. IT Cosmetics touches all generations - and we know its tipped for even bigger (and better!) things. With an eagerly-hyped new arrival about to touch down at Cult Beauty, this brand will be 2019's one-to-watch. 

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