IT Cosmetics, the US beauty brand developed by dermatologists and leading plastic surgeons, is being launched exclusively in-store at Selfridges Birmingham.
The coveted IT Cosmetics brand uses cutting-edge and anti-ageing technologies to produce superior colour-infused skincare that leaves skin dewy, illuminated and fresh.
Sam Watts, General Manager, said:
We are thrilled to welcome another premium brand that has had the beauty industry sit up and listen.
From oil-balancing and colour-correcting skincare creams to premium make-up brushes, mascaras, eyeshadows and hydrating lip stain balms and glosses, the IT Cosmetics range is both effective and affordable. It’s also certified by PETA as 100% cruelty free.
Former journalist Jamie Kern Lima, who is the only female L’Oreal brand CEO, said she began to create the range after a make-up malfunction during a live news broadcast.
“I was in the middle of a live broadcast when I accidentally wiped away the brow product I was wearing,” she said. “Rather than be embarrassed, I was determined! I knew then that there had to be a better way.”
She also decided that her skin and make-up range would also benefit those – like her – who have severe hereditary rosacea and hyperpigmentation and who find it difficult to find products that truly work.
She collaborated with plastic surgeons and dermatologists to develop cutting-edge, clinically proven, problem-solving products.
I believe every woman is beautiful, and I believe every woman deserves to look and feel her most beautiful.