It Cosmetics are coming to QVC UK


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.JAMIE_Before_After

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.IT_Cosmetics_BBUE_HL_Dual_Airbrush_Concealer_tan

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.IT_Cosmetics_VitalityCF-RadiantInRose_With_French_Boutique_Brush_wSwatch

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.


  1. Emily Curtis March 29, 2016 at 12:38 pm -  Reply

    I cant wait to see if I’m an it girl but I really hope so my rosacea and broke capillaries are so bad at the best of times but now I’m taking morphine in high doses’ along with other opioids in tablet form and everytime I take a dose I get a hot flush that turns me beetroot stain purple so I only go out to hospital dentist and gp appointments and to the chemist to collect my prescription when they cant deliver as I’m so embarrassed as people already stare at me as I’ve had a stroke and walk with a stick as I’m only 38 I think people are excepting someone a lot older when there behind me and when they see I’m struggling and come to help but when they see my face they start asking me what’s wrong and I just want to run home but I can’t so I rely on qvc and online everything for all my shopping requirements I have two drawers of opened makeup product’s that have promised miracles and haven’t delivered I’ve tried every brand qvc have to offer and am currently using tarte Amazonian clay full coverage foundation in fair as it covers most and is vegan and cruelty free for skincare I use sbc top to toe with alpha h liquid gold twice a week on my spot prone face plus I use there eye complex after Alison and will recommended it to me for millia under my eyes and it is magic so I continue to use it along with sbc’s cucumber gel anyway cant way for April to arrive by payday is the 4th and I’m going online and will order everything I can afford not just for my complexion but I’d love to try the rest of it cosmetics especially the pink lipstick shown well thanks for the heads up I’m off to research the brand thankyou xxx p.s once I’ve tried the brand I will post hopefully a great review saying it works yippee

    • Amanda Smith April 18, 2016 at 12:48 pm -  Reply

      Hi Emily. I just read your comment and I understood exactly how you feel on every level. I too am on the same meds and share the same problems since I was 37. I’m now 44. I only discovered qvc last year and it’s really helped me to regain some of my confidence by discovering new brands that help with problems I now have, I’m too embarrassed to go to beauty counters anymore. I agree that some people can be very judgemental and cruel when they see younger people struggling. I just wanted to let you know you’re not alone with how you feel. I have also ordered the concealer. Fingers crossed it suits us both 🙂 X

  2. Kylie Gottsche March 29, 2016 at 10:29 pm -  Reply

    It cosmetics are fantastic!!! Especially the cc cream it is amazing well all the products are so easy but practical and they feel as light as air. But a big mention has to go to her brushes – they have to be bar down the greatest brushes I have ever used and to top it all off her whole line is cruelty-free….what more do you want??? About time it cosmectics came across the water I am looking forward to what is on offer.

  3. Sheila March 29, 2016 at 10:50 pm -  Reply

    Would love to try the brow and the eye concealer

  4. Rosa Rospo March 30, 2016 at 1:02 pm -  Reply

    I hope the new it cosmetics solves my problem in that makeup never stays on my face. I always have problems!

  5. Hali March 30, 2016 at 2:28 pm -  Reply

    Please can qvc produce a kit with just the IT brushes. We have tarte brush kits and doll10 brush kits and now we may be able to see if the IT brushes can better those brands. With Qvc we can compare.

  6. Asia April 2, 2016 at 8:16 am -  Reply

    It is very important to mention that It Cosmetics are also Cruelty Free. Another advantage.

  7. Arlene April 4, 2016 at 10:05 am -  Reply

    I can’t wait to try the brow product as I have seen the demo on you tube and it looks amazing

  8. Shanti April 4, 2016 at 2:53 pm -  Reply

    I have the It concealer which is one of the best concealers I have used. Doll10 is the other superb concealer. Please can you get the ‘You Sculpt It ‘ contouring palette with brush ? It is not on the list of products on QVCUK. Please please bring it ASAP ? Thank you Alison.

  9. Lorna Battersby April 6, 2016 at 9:14 pm -  Reply

    I can’t wait for IT Cosmetics to launch on air.

    I had a make over at the Beauty Bash and loved the products – and the brushes were so wonderfully soft!

    The Brow Power gave me the most fabulous brows that I have ever had and the Bye Bye Under Eye is so much more effective than pearly white products.

  10. SALLY RIMMER April 9, 2016 at 10:29 am -  Reply

    Got a sample of the undereye concealer at the Beauty Bash and am amazed with it. have preordered two for the launch. Used it on a recent trip to Boston USA for a conference which was very tiring and involved long hours – my eyes looked awake and rested even if I did not feel it! It covers up my very dark circles which worsen with tiredness.

  11. Annmarie April 12, 2016 at 3:46 pm -  Reply

    The It cosmetics range looks like a really good range to try and i can’t wait to try the illuminater

  12. Ann lynn April 13, 2016 at 8:02 pm -  Reply

    Want to try all of it especially the concealer

  13. Christine Evans April 15, 2016 at 3:30 pm -  Reply

    Was hoping for the bye bye redness but it’s not on the website will it be coming to Q soon please. Would love to buy it all but will have to wait until another time just got the mascara today x

  14. lisa jorgeson April 16, 2016 at 7:33 pm -  Reply

    I heard about this range through Alison young’s blog and thought if Alison is impressed it’s got to be good!!! I loved the fact that the 2 ladies with the brand aren’t make up artists as most of us aren’t!!! I most definitely am not!!! I also thought that the fact that both the hosts and the models showed there before pictures and clearly had everyday issues that most people have and yet with these products they were improved without looking overly made up. I’m a natural look girl and actually don’t wear make up unless I’m going out to dinner or some other special event. When I do wear make up I’m always aware of it on my skin as I’m not used to having products on my skin. I’m really looking forward to hearing peoples reviews about all of the products and how people have got on with them, the look, the feel and the ease of use etc. As I’m a cleanse, tone,spf and out the door kind of girl I have ordered the bye bye pores powder as it says you can use that on top of make up or like me on bare skin. Can’t wait to try it and see how I get on. I can still look like me but better!!! I may even get the eyebrow pencils next time and start doing my brows!!! Loved the shows. Great demo’s and loads of great tips and tricks. I must remember less is more with this range and to follow the instructions!!! Don’t want to do a Julia Roberts and get it wrong!!! Only joking!!! Don’t believe the beautiful Julia could ever look bad. She’s gorgeous and I would love to look half that good when I’m her age.x

  15. Kim Edwards April 17, 2016 at 12:43 am -  Reply

    WOW I was watching the IT Cosmetics launch on the 15th, I have to say I am really, really impressed with the before and after shots.. All The products have really impressed me, it would be great to have the products in a set on a TSV, Im sure that wouldn,t take long to sell out.. I Will be purchasing these products, and I cant wait for May when they are back on QVC UK Tv with us… Well Done Jamie Kern, and thank you QVC for bringing Jamie Kern,s products to us…

  16. Beverly king April 20, 2016 at 1:16 pm -  Reply

    Can’t wait to see this new range. Do the colours suit black skins please?

  17. Sue April 25, 2016 at 8:10 pm -  Reply

    When are you getting the Celebration Foundation, and the CC Your skin but better ?? Ive been having this shipped from the US for the last 12 months … its amazing stuff. I also cant live without my Vitality Face Disk ….. the brushes are to die for, and the tightline mascara travel size is a constant companion. cant wait to be able to get everything over here finally, although I’m a bit disappointed that there is such a small selection right now. Can someone tell me when the May show is so I can add it to my calendar?

    Thanks x

  18. Danielle August 11, 2016 at 9:36 am -  Reply

    Hi, when is It Cosmetics back on QVC? Also, will you be selling the foundation?

  19. Ann Firbes August 13, 2016 at 12:39 pm -  Reply

    I watched the programme on IT cosmetics this week and should have made a note of the foundation which is applied with a flat head brush . It was available on advance order only and is not showing on QVC website . Can you help ?
    Thanks .

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