Eight years ago, Jamie Kern Lima was a local news anchor in Studio City, California. Now, she’s the co-founder and CEO of IT Cosmetics – an incredibly popular makeup company that L’Oréal has recently purchased for $1.2 billion. Having to deal with hereditary rosacea, Jamie wanted to create makeup that didn’t look like makeup, and that solved actual beauty problems.
Here, Jamie shares with us how it all started, as well as her top tips on makeup and skincare:
What inspired you to create IT Cosmetics?
When I set out to create IT Cosmetics, my entire mission was to create products that were truly innovative and game-changing, but most importantly, life-changing in the hands of real women everywhere – whether it’s to achieve your most beautiful skin, or brows, or lashes or lips! Because nothing I had ever tried, even at the highest price points, ever worked for me. Nothing would cover my rosacea and if it did, it took layers of makeup and would crease, crack, and make me look older. I knew that what I wanted to create had to be different from what has ever been done, so I partnered with plastic surgeons and dermatologists and IT Cosmetics was born!
What skincare ingredients would you recommend for eczema, rosacea or acne?
The most important thing you can do if you have redness, eczema, acne, rosacea, or sensitive skin is pay attention to the ingredients you put on your skin. Ingredients, such as colloidal oatmeal, anti-aging peptides, collagen, aloe and avocado, are great for calming and soothing skin. Avoiding some ingredients that are known to cause irritation such as some chemical sunscreens, etc. is also important. So many cosmetics products have ingredients that can make your skin irritated as you wear it. Even if a product covers your redness, it has potentially irritating ingredients like bismuth or chemical sunscreen that can potentially aggravate your sensitive skin. This is why we work with plastic surgeons and dermatologists when creating our products. We believe great makeup should give you great skin!
What is your personal skincare routine?
Bye Bye Makeup™ Makeup Melting Cleansing Balm is amazing for taking off every bit of makeup, even waterproof, but instead of leaving my skin stripped and dry like a typical cleanser, my skin is super soft and smooth. And I used to spend hundreds of dollars on face and eye creams but now I am obsessed with IT Cosmetics Confidence in a Cream™ and so that’s what I use every day and night, especially as I travel (which is about 90% right now for work). It breathes life back into my skin and gives it back the hydration that it desperately needs after long days of travel.
What 3 products are your top makeup must-haves?
Your Skin But Better™ CC+ Cream truly is everything your skin needs – anti-aging moisturizer + full coverage + SPF 50+ Physical Only Sunscreen – all in one step. It actually starts its life as skincare, and we’ve infused full coverage into it. It is clinically shown to make your skin look younger instead of older, so it’s really different than anything else out there.
Your eyebrows are the only feature on your face that give you your frame of symmetry and symmetry is what equates to beauty in the human eye. Choosing a brow pencil that matches your hair color, adheres to skin, and looks like real hair is key. Brow Power™ is our number one selling product, and I think it’s because it not only does all of those things, but it also literally does give you the power to be your most beautiful you.
The Vitality Lip Flush 4-in-1 Lipstick Stain nourishes your lips as your anti-aging conditioning lip balm, your light glossy shine, your lipstick and your lip stain all in one! No alcohol, this lipstick stain is rich in plum oil, cherry oil, shea butter, plus Vitamins A,C, & E. I wear the Je Ne Sais Quoi shade every day, it flushes to your own custom perfect pink.
Any advice on how to apply under eye concealer without it creasing and settling in any fine lines?
Start with warming up a little product on the back of your hand, and then smooth and press it in. Also, use a brush! Using a brush helps to buff (the product) onto your skin and give you a more natural look. And of course, the formula matters the most. The Bye Bye Under Eye™ Full Coverage Anti-Aging Concealer is a full coverage, anti-aging concealer that will cover anything and everything but never creases or makes you look older like most concealers do.
How would you deal with milia under the eyes?
Talk to your dermatologist! The skin around your eyes is so delicate and while it is tempting to pick at the milia bumps, let your derm recommend the best way to treat. Bye Bye Under Eye™ will erase them from view in the meantime.
What are your favourite colours for eyeshadow and lipstick?
When it comes to the eyes, I love naturally pretty colors that bring the attention to you and your eyes, not your shadows. And my favorite shadow colors are in the copper range, because no matter what eye colour you have, copper shades make your colour pop! And for lips, PINK! Flushed pink lips (and cheeks) are the most iconic, feminine, subliminal equivalent of health, beauty and vitality. And when you find your perfect pink, it brightens your complexion, your hair, everything – it’s life changing!
Liquid or powder textures – which do you prefer?
You know, I love both! I love how easy creams and liquids blend onto the skin but the right powder, as long as it is talc-free, is so fast and easy. At IT, we have full coverage options in both cream and powder formulas so the choice is yours!
Which IT Cosmetics’ makeup brushes are your personal favourite?
I love the Heavenly Luxe Dual-Ended Complexion Perfection Brush #7! It is so custom-cut to apply targeted coverage and buff any type of complexion coverage all over your skin. And it is so soft on your skin, cruelty-free and pro-hygienic. It’s one of those brushes you just end up using every day, because it truly airbrushes on all of your makeup, including foundations and concealers to help your skin look even more flawless.
All images belong to IT Cosmetics and L’Oréal.