Beauty Notebook: She’s Got IT


By Alice Ryan


Cambridge has just welcomed a new beauty brand: already best-selling on QVC in the States and The Shopping Channel in Canada, IT Cosmetics is now in stock at the city’s Petty Cury store.

The brand was founded in 2008 by former news anchor Jamie Kern Lima who, despite spending hours in the studio makeup chair, struggled to find products to both help and hide her hereditary rosacea, hyperpigmentation and sparce brows.

So Jamie teamed up with industry experts - including dermatologists and plastic surgeons - to create her own Innovative Technology line, pledging to create “serious beauty solutions”, formulating with “powerful skin-loving ingredients that make your skin look younger, not older”.

Dustin Cohen (14969154)
Dustin Cohen (14969154)
IT Cosmetics (13970795)
IT Cosmetics (13970795)
IT Cosmetics (13970793)
IT Cosmetics (13970793)

Among IT’s heroes are the Your Skin But Better CC+ Cream with SPF 50+ (£31), which promises flaw and pore-reducing full coverage with brightening, hydrating and anti-ageing properties, and the Bye Bye Under Eye Concealer (£25), said to “literally cover anything” without cracking or creasing. Both come in an impressive range of shades, to match all skin colours and tones.

See and shop the full range at Boots on Cambridge’s Petty Cury and itcosmetics.co.uk



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