We are very excited for the European launch of It Cosmetics. This has been the fastest-growing make-up launch of all time in America and has resulted in the slogan ‘Are you an It girl?’
It was developed by news anchor, Jamie Kern, who is a very sweet and humble person and always had to wear strong make-up because of her rosacea. This has inspired so many people to try her products because of her honest and informal approach.
In its five years it has catapulted into the premium beauty make-up market and has become a force to be reckoned with, with Jamie winning the Entrepreneurial Winning Women Award, and this year she has been recognised as one of the top 50 most powerful women in beauty.
What sets her products apart is that often she creates a product from a skincare base and then adds in colour pigments – so you get the fashion finish that you want from make-up but you also get skincare ingredients for long-term benefits. They have even done tests where customers have been judged by others wearing their own make-up, then It Cosmetics, and on average they were aged at five years younger whilst wearing It Cosmetics. They have also got 20 customer choice awards and counting.
Jamie works with an advisory board of plastic surgeons and doctors to create this skincare-infused make-up, and – credit to the formula – although there are 150+ products in the line, her top-selling products are her complexion products (which is always proof of a great brand as they are not based on colour, which changes with fashion i.e. eyeshadows, blush, lips, pallets etc.), especially the BB Concealer which will cover absolutely anything and is full coverage, water resistant and anti-ageing. Also her Brow Power, which is extremely easy to use, with the pigment on one end and the brush on the other, and it’s very easy to create a natural-looking brow for a day at home, to a full power brow when you want to glam it up.
Her Bye Bye Pores is a silk HD anti-ageing micro powder which leaves the skin with a flawless, immaculate finish and her foundations will cover over anything including spots, pigmentation, acne, rosacea, and freckles, and give you that very modern, smooth, perfected finish.
Having used her products now for many months, these are extremely concentrated and good value to use, as a little goes a long way, and of course you can add to your complexion products with her fashion colour line and some beautiful, amazing, silky touch brushes. We are aiming to show you some very real before and afters to give you some achievable results and confidence to know that these really do cover.
If you have any time, then check it out on our US website including the reviews and on so many blogger’s and vlogger’s, if you are social media savvy.
Because of this modern approach to skincare, the followers range from teenagers who ‘never imagined their eyes could look so bright! Yay!’ to twenty-somethings who quote ‘It’s the most important thing in my make-up bag and I buy them four at a time to keep one in each handbag!’ (that so sounds like Jill Franks!) To thirty-somethings that ‘love the lip stains because they are sooo hydrating. It makes me look just a little flushed and stays put all day!’ to clients in their forties loving ‘Bye Bye Redness’ who quote ‘I’ve been battling rosacea for over 10 years and I applied this magical cream to the reddened areas and it was absolutely wonderful. I feel so confident and actually pretty now that my redness has gone!’ The list goes on through all ages.
You may have noticed that many of the presenters wearing some of her products over the last few months (Will is addicted to the concealer) and I recently had to ‘lose’ all my complexion products to a client suffering from rosacea who felt that her existing make-up was irritating her skin – I gave her this to test and use and she’s been thrilled with the calming results, confident fashion finish and the natural protection that make-up can give to sensitive skin.
You may have to shop early. Put these dates in your diary – it will be available on the web from 1st April and be launching on air on 15th April.