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IT Cosmetics named Prestige Brand of the Year

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

IT Cosmetics, founded in 2008 by Jamie Kern Lima and Paulo Lima, has received the 2015 WWD Beauty Inc. Prestige Brand of the Year Award.

The makeup brand is a best-seller on QVC, at Ulta Beauty and select Sephora stores.

IT Cosmetics stands for Innovative Technology. Named the 10th-largest prestige makeup brand by NPD, the company has experienced unprecedented growth this year with an increase of more than $100 million in retail sales in 2015.

“Founded just seven years ago, the brand is expected to hit sales of $300 million this year, thanks to its problem solution approach and the personal magnetism of its founder,” said Jenny B. Fine, editor of WWD Beauty Inc.

The approach has resonated with women. Like her customers, Kern Lima says she’s a real woman who wants her problems solved. She struggled for years to cover up her severe rosacea and hyper-pigmentation. She never found a product that delivered the results she desired.

She started her own company and the result is an arsenal of products packed with anti-aging and skin-loving ingredients. And because she wants to solve women’s problems in an effective way, she doesn’t get in a hurry to introduce a new product.

It took three years to develop Bye Bye Under Eye Anti-Aging Concealer, which she says won’t crack, crease or make you look older. Her Brow Power pencil kept undergoing tests until it would adhere to the skin and look like real hair. She worked on her Celebration Foundation for four years.

On QVC, where she first appeared in September 2010, 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. No more redness.

“We are truly honored to be recognized by our industry's premiere publication,” said Kern Lima. “We've devoted many years to creating game-changing products that, in the hands of real women, give life-changing results and help women look and feel their most beautiful. I feel so grateful and blessed to be honored in such a spectacular way and in the company of such brilliant brands and retailers. I am thankful to the incredible team at IT Cosmetics for helping us build this brand and look forward to achieving many more milestones together in the years to come.”

IT Cosmetics is developed with plastic surgeons.

Related Photos
IT Cosmetics co-founders Jamie Kern Lima and Paulo Lima accept the 2015 WWD Beauty Inc. Award for Prestige Brand of the Year.
 (PRNewswire)

IT Cosmetics co-founders Jamie Kern Lima and Paulo Lima accept the 2015 WWD Beauty Inc. Award for Prestige Brand of the Year. (PRNewswire)

<figure><img src="//cdn2.newsok.biz/cache/r960-cad91e61c295d3d788848af61b3229de.jpg" alt="Photo - IT Cosmetics co-founders Jamie Kern Lima and Paulo Lima accept the 2015 WWD Beauty Inc. Award for Prestige Brand of the Year. (PRNewswire)" title="IT Cosmetics co-founders Jamie Kern Lima and Paulo Lima accept the 2015 WWD Beauty Inc. Award for Prestige Brand of the Year. (PRNewswire)"><figcaption>IT Cosmetics co-founders Jamie Kern Lima and Paulo Lima accept the 2015 WWD Beauty Inc. Award for Prestige Brand of the Year. (PRNewswire)</figcaption></figure><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. (IT Cosmetics)" title="Bye Bye Under Eye Anti-Aging Concealer by IT Cosmetics is the brand's most popular product. (IT Cosmetics)"><figcaption>Bye Bye Under Eye Anti-Aging Concealer by IT Cosmetics is the brand's most popular product. (IT Cosmetics)</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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