I've always been a lover of cosmetics. And the way they smell. Is that weird? Probably...don't answer that! I have to tell you that since becoming a mom, I've been on the quest to find the PERFECT concealer which is a problem that has since been solved thanks to IT Cosmetics. Highly recommend you getting your hands on some, stat!
But who's the genius behind the brand? Meet Jamie Kern Lima. As a former news anchor and a sufferer of Rosacea, she wanted the same things all us girls want. Beautiful skin and natural looking makeup that didn't age us another 10 years. Sounds easy, right? Not so much! Thanks to her and IT Cosmetics, we can solve the trickiest skin problems in a flash.
Currently, IT Cosmetics has now partnered with the American Cancer Society's "Look Good Feel Better" program and for every Brow Power pencil sold they donate one to help her face the effects of cancer with more confidence - with a brow pencil that looks natural. More than 60,000 women in that program will get a Brow Power pencil this year. Amazing, right?
Meet Jamie Kern Lima...beauty industry game changer and mega #girlboss:
1. What was the moment you knew you wanted to be an entrepreneur let alone in the cosmetic industry?
There are two things come to mind for me. One emotional and one embarrassing! First, the emotional. I have hereditary rosacea, a deep redness to my skin that is so hard to cover. I tried everything from prescription gels and beyond but there is no cure for rosacea. Also my skin is extremely sensitive so it was really challenging when as a news anchor I needed to have coverage and flawless looking skin, but most all makeup out there, at every prices point even the highest, would often cause irritation, and rarely would ever truly cover without being so thick it would make me look 10 years older. But I am grateful to have experienced all of the frustration for years because it truly inspired me to make makeup a better way.
The second involves my eyebrows or lack thereof! I have no brows and always pencil them in. Once, during a newscast, I wiped my brow and instead of an “aha” moment, I had an “Oh no!” moment when I realized that I completely wiped off one brow! There was nothing I could do because the newscast was three hours long, so I smiled and went on like it was completely normal to only have one eyebrow on live TV! I knew there had to be a better way!
At IT Cosmetics we work with plastic surgeons and dermatologists and our entire mission is to create products that truly work! That are game-changing in the beauty industry but more importantly are life-changing for real women.
2. What one IT product are you the most proud of and why? Or...what's your favorite of all time?
This is the hardest question because at IT we only launch products that we truly believe will change women’s lives, and the product I get the most life-changing stories about would be either Bye Bye Under Eye Concealer or our CC+ Cream – so if I have to choose one, it’s our Your Skin But Better™ CC+ Cream because it truly is everything your skin needs – complete skin care, full coverage, and SPF 50+ Physical Only Sunscreen – all in one step. It actually starts it’s life as skincare, and we’ve infused full coverage into it. I have rosacea and hyperpigmentation and I feel like I’ve spent most of my life trying every foundation and concealer out there and they almost all crease and crack and make us look older, especially if you need coverage. Our CC+ cream gives you full coverage but is developed to make your skin look younger instead of older, so it’s really so different than anything else out there.
3. How would you describe a typical day?
I think the most important aspect of my day is to remember to take deep breaths while focusing on gratitude. So often, days fly by and it’s well into tomorrow before I lie down for the night. Taking a moment to really breathe, to reconnect with myself and to truly appreciate the blessing of IT Cosmetics™ and being able to change women’s lives helps me remember why every long day is worth it!
4. What individuals, tastemakers, celebrities, public figures inspire you?
Celebrities that love IT and are true IT girls including Jaimie Alexander, Jennifer Lawrence, Alison Sweeney, Zendaya, Nina Dobrev, Leslie Mann, Bella Hadid and many more are amazing! Like so many, I love seeing all of the celebrities at their best on the Red Carpets, completely glamorous and camera ready. But the women who I think always get it right are the real women I see every day, who embrace their beauty and radiant confidence. Whether it’s a woman I run into at the supermarket who has an effortless radiance to her skin even after a long day of work or a grandmother walking her grandchild around our neighborhood on a stroller with a perfect red lip, I love seeing real women in their element. I am so inspired by the real women who share their stories with IT. When I think of women who get it right in beauty, I think of all the IT Girls, IT Moms, IT Grandmother, IT Survivors, who look and feel their most beautiful each and every day. They have IT, that Je Ne Sais Quoi of true beauty!
5. What inspires you?
I find inspiration everywhere! In every city and in every place! I am always inspired by beauty and especially product innovation while traveling through many cities in Korea. I am inspired to think and dream big when in Rio De Janeiro, when I see the Christ up tall on the mountainside overlooking the city, it’s breathtaking and inspiring. I named many of our very first eyeshadow shades when on a trip to Rio, because it’s just so magical. I get so inspired to create, and shop (and eat) in Paris! And right now my home is in New York City, which feels like it has representations of most cities around the world. From food to fashion to beauty. My husband is from Brazil so one of our favorite things to do is go out to eat at the Brazilian steakhouses in New York City, because you can truly find authentic ones there where everyone speaks Portuguese.
6. Wine or classic cocktail?
When I have the chance unwind, I enjoy a glass of Pinot Noir!
Interested in learning more about Fearless Friday? Check out my last feature here.