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)