With insights from plastic surgeons, plus ingredient and skincare expertise from dermatologists, IT Cosmetics creates problem-solving products!
IT’s Skin Loving!
Every IT Cosmetics formula—whether it’s makeup or skincare—is made with skin-loving ingredients that nourish all skin types.
IT’s Confidence Building!
IT Cosmetics exists to empower YOU to feel your most confident. Our mission is to make the world more beautiful through our products, our actions, and our belief that everyone is beautiful and deserves to feel their most beautiful.
IT’s Developed with Plastic Surgeons & Dermatologists
Developed with plastic surgeons’ insights and dermatologists’ ingredient and skincare expertise, IT Cosmetics creates problem-solving, skin-loving formulas.
IT’s Our Story!
Founder, Jamie Kern Lima, couldn’t find products that addressed her beauty concerns, including sparse brows and redness, so she partnered with plastic surgeons and dermatologists to create them. That’s when IT Cosmetics and Jamie’s mission to empower everyone to feel their most beautiful was born!
IT Gives Back!
Since 2011, IT Cosmetics has donated more than 40 million dollars in product to the Look Good Feel Better program.
The original lid-loving phenomenon! Discover your most naturally pretty eyes with this must-have palette—featuring all the universally flattering shades you need for day to night, no matter the occasion!
Naturally Pretty includes 14 anti-aging shadows that, with a tap of the bonus Transforming Pearl shade, turn from matte to radiant pearl for endless eye-opening color combinations.
Developed with plastic surgeons and infused with hydrolyzed collagen, real silk, peptides and proprietary No-Tug Technology, each talc-free shadow glides on beautifully to brighten your eyes and smooth your lids.
Shades can be worn alone or mixed together, wet or dry, and as shadows or liners, making this the ideal palette for every IT Girl’s makeup collection!