Cover Ef­fects

Fashion (Canada) - - Beauty Fix -

Af­ter be­ing ac­quired by L’Oréal last year, cult-fave

IT COS­MET­ICS has, at long last, landed at Sephora Canada. The brand’s co-founder Jamie Kern Lima, a for­mer news an­chor, set out to cre­ate a line of prod­ucts that would not only cover her rosacea but also with­stand the long hours and HD cam­eras she had to con­tend with at her pre­vi­ous job. De­vel­oped with the help of plas­tic sur­geons and der­ma­tol­o­gists, IT (In­no­va­tive Tech­nol­ogy) Cos­met­ics has grown mostly via word of mouth and its In­sta-fa­mous be­fore-and-af­ter pho­tos, which show the trans­for­ma­tive ef­fects of the brand’s heavy-duty CC+ Cream. (Search #ITCCchal­lenge.) To demon­strate the line’s cov­er­age power, Kern Lima asked ev­ery­one at the Toronto launch to re­move some face makeup and then reap­ply it us­ing just a drop of the Bye Bye Un­der Eye con­cealer. She did the same, ex­pos­ing her rosacea, and the re­sult­ing oohs and aahs were proof that it de­liv­ers.

IT COS­MET­ICS BYE BYE UN­DER EYE

($32), YOUR MOST BEAU­TI­FUL YOU ANTI-AG­ING MATTE BRONZER, RA­DI­ANCE LUMINIZER & BRIGHTENING BLUSH PAL­ETTE ($49 ) AND CON­FI­DENCE IN A CREAM ($62)

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