ELLE (Canada) - - Beauty -

THIS IS THE STORY of how Jamie Kern Lima se­cured the fu­ture of her then two-yearold com­pany, IT Cos­met­ics, in 10 min­utes. It was 2010. Lima had been of­fered a cov­eted spot on QVC (the United States’ ver­sion of The Shop­ping Chan­nel). It was a make-or-break op­por­tu­nity: She had 6,000 of her Bye Bye Un­der­eye con­ceal­ers to sell dur­ing her brief seg­ment, and if she didn’t suc­ceed she would have to eat the loss—a huge blow for a small, cash-strapped com­pany. Lima re­moved all her makeup on cam­era (years be­fore you had your pick of barefaced YouTu­bers do­ing the same). Her vi­brantly red rosacea was on show for all to see—and to note how well the brand’s con­cealer had been cov­er­ing it. “I thought, ‘If no­body buys my prod­ucts, I at least want to leave know­ing women saw an­other woman who looked like them on TV,’” says Lima. She needn’t have wor­ried: The prod­ucts sold out and the com­pany grew, and six years later L’Oréal ac­quired it for $1.2 bil­lion. Now, IT Cos­met­ics is set to launch its most re­quested prod­uct: an oil-free matte ver­sion of its wildly pop­u­lar CC+ cream. The for­mu­la­tion was re­designed from scratch, start­ing with a skin­care base that re­duces shine and the look of pores. It was then in­fused with a min­eral sun­block and makeup pig­ments for a fin­ish that is cer­tainly more matte than the com­pany’s other of­fer­ings but still vi­brant-look­ing. Lima has had time to re­fine her pitch over the years; we were sold in two min­utes—ex­actly how long it took us to ap­ply.

IT Cos­met­ics CC+ Oil-Free Matte Pore Min­i­miz­ing Full Cov­er­age Cream SPF 40 ($49)

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