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Cosmetics co-founder encourages rethinking the images of beauty

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Jamie Kern Lima, IT Cosmetics co-founder and CEO, is the winner of the Cosmetic Executive Women Achiever Award. [PHOTO PROVIDED]
Jamie Kern Lima, IT Cosmetics co-founder and CEO, is the winner of the Cosmetic Executive Women Achiever Award. [PHOTO PROVIDED]

Jamie Kern Lima, co-founder and CEO of IT Cosmetics, has never been shy.

She’s a regular on QVC and appears in many of the more than 200 annual presentations. She often wipes the makeup off one side of her face to show rosacea and hyper-pigmentation and then reapplies her foundation. In a few seconds, no more redness.

Her goal always has been to provide products for real women who want real results. She started the company because she couldn’t find products that delivered the results she wanted. Her product line is developed with plastic surgeons.

Now she’s encouraging industry leaders to rethink the images of beauty they show the world. Kern Lima rallied for change while she was being honored recently with the prestigious Achiever Award by Cosmetic Executive Women.

"We did something at IT Cosmetics that has never been done before in luxury beauty—we became a top-selling brand by using real women of all shapes, sizes, skin tones and skin issues," Kern Lima said. "Our success is proof to the beauty industry that you don't need to use unattainable images of aspiration for women to buy your products. I think women are tired of seeing images that don't look like them. When it comes to the images of beauty that we see as women, I believe IT Cosmetics is proof that the power of the people is greater than the people in power! It's time for change."

Kern Lima recently sold the company to L'Oréal. It was L'Oréal's largest acquisition to date and made Kern Lima the first female CEO in L'Oréal's 100+ year history.

IT Cosmetics’ first product, Bye Bye Under Eye Concealer, sold out in 10 minutes on QVC. Today, IT is QVC’s top-selling makeup line and a top-selling brand at Ultra and Sephora stores. It Cosmetics has received more than 30 QVC Customer Choice Beauty Awards and was named WWD Beauty Inc. Prestige Brand of the Year.

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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