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IT Cosmetics: Solving real women's beauty issues

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Paulo Lima and Jamie Kern Lima, founders of IT Cosmetics, the best selling makeup brand on QVC.. (PRNews)
Paulo Lima and Jamie Kern Lima, founders of IT Cosmetics, the best selling makeup brand on QVC.. (PRNews)

Sometimes the story behind a beauty product or brand makes me want to try it.

Jamie Kern Lima, co-founder of IT Cosmetics, struggled for years to flawlessly cover up her severe rosacea and hyper-pigmentation. Try as she might, she couldn’t find products that delivered the results she desired.

She launched IT Cosmetics in 2008. IT stands for Innovative Technology. Her products are packed with skin-loving and anti-aging ingredients. It’s a problem, solution-driven brand.

Like her customers, she says she’s a real woman who wants her problems solved.

For three years, she worked alongside plastic surgeons, chemists and dermatologists on her Bye Bye Under Eye Anti-Aging Concealer, which she says won’t crack, crease or make you look older. She held off launching her Brow Power pencil until it would adhere to the skin and look like real hair. She has sparse brows so this product, like others in the line, is dear to her heart. She worked on her Celebration Foundation for four years.

Lima says the company’s goal is to solve women’s problems in a new and effective way.

She first appeared on QVC in September 2010. On television, she often wipes the makeup off one side of her face to show the redness and then reapplies her powder foundation with the swish of a brush. Bye bye redness.

Such presentations no doubt helped position IT Cosmetics as the best selling makeup brand on QVC. It’s also sold at Ulta.

Today, the brand has more than 200 color cosmetics and skin care products in its line. Recently, Lima and her husband, Paulo Lima, won the 2015 EY Entrepreneurs of the Year in the New Jersey Region for Retail and Consumer Products.

For Jamie, a former television news anchor, it was a professional milestone.

“I'm truly honored to be recognized as the New Jersey winner for EY's Entrepreneur of the Year,” she said after the ceremony. “I've dedicated so much of my life to creating game-changing color cosmetics developed to give women life-changing results and to help women look and feel their most beautiful. I feel truly grateful and blessed to be here today and to be honored in this way.”

Related Photos
Bye Bye Under Eye Anti-Aging Concealer by IT Cosmetics is the brand's most popular product. (PRNews)

Bye Bye Under Eye Anti-Aging Concealer by IT Cosmetics is the brand's most popular product. (PRNews)

<figure><img src="//cdn2.newsok.biz/cache/r960-32bf143cfece46d1c2825acc116b3c18.jpg" alt="Photo - Bye Bye Under Eye Anti-Aging Concealer by IT Cosmetics is the brand's most popular product. (PRNews)" title="Bye Bye Under Eye Anti-Aging Concealer by IT Cosmetics is the brand's most popular product. (PRNews)"><figcaption>Bye Bye Under Eye Anti-Aging Concealer by IT Cosmetics is the brand's most popular product. (PRNews)</figcaption></figure><figure><img src="//cdn2.newsok.biz/cache/r960-dc96b0b621f641ca522ac0396bdc3dba.jpg" alt="Photo - Paulo Lima and Jamie Kern Lima, founders of IT Cosmetics, the best selling makeup brand on QVC.. (PRNews)" title="Paulo Lima and Jamie Kern Lima, founders of IT Cosmetics, the best selling makeup brand on QVC.. (PRNews)"><figcaption>Paulo Lima and Jamie Kern Lima, founders of IT Cosmetics, the best selling makeup brand on QVC.. (PRNews)</figcaption></figure>
Linda Miller

Linda Miller always has loved makeup and fashion, especially shoes and handbags. She admits to owning more lipsticks and glosses than many makeup artists, but she's not giving up a single tube. When she got the opportunity to move from... Read more ›

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