IT COSMETICS
Indonesia

IT Cosmetics was founded by Jamie Kern Lima in 2008 in the United States, with the goal of creating makeup and skincare that were not only effective, but also safe and accessible for all skin types, including the most sensitive. Since its launch, IT Cosmetics has stood out as an innovative brand in the beauty world, combining dermatological science, advanced technology and a solid commitment to skin well-being. The brand's core mission is to develop products that deliver visible results, promoting confidence and self-esteem while caring for skin health.

The fundamental values of IT Cosmetics are integrity, scientific innovation and social responsibility. The brand rigorously advocates the production of cruelty-free products, ensuring that no item is tested on animals, and prioritises safe formulas for sensitive skin. Each IT Cosmetics product line reflects these principles, offering complete solutions that combine makeup and skincare, promoting healthy beauty without compromising skin health. The brand’s philosophy is based on the combination of clinical efficacy and aesthetics, resulting in products that work while enhancing the natural beauty of every individual.

IT Cosmetics adopts a user-centred approach, with practical, functional and elegant packaging that reflects the brand’s simplicity and sophistication. Each product is developed with meticulous attention to detail, incorporating high-performance ingredients and cutting-edge technology to deliver visible results. The brand integrates dermatological and clinical concepts into the formulation of makeup and skincare, ensuring that each item not only improves appearance but also promotes long-term skin health and comfort.

One of the most significant milestones in IT Cosmetics’ history was the launch of the Bye Bye Under Eye Concealer, an under-eye concealer that quickly became an icon in the makeup market. This innovative product demonstrated the brand’s ability to combine perfect coverage with skincare ingredients, becoming a global best-seller. Another major milestone was the development of the CC+ Cream foundation, recognised for offering full coverage with anti-ageing benefits, SPF 50 sun protection and hydration, consolidating IT Cosmetics’ reputation as a leader in multifunctional products. In addition, the brand’s compact powder, highlighters, blushes and primers are consistently praised for offering a natural finish, long-lasting wear and formulas that are safe for sensitive skin.

IT Cosmetics expanded its skincare line with facial serums, moisturisers and anti-ageing products that combine advanced science with gentle and effective formulas. These products reflect the brand’s commitment to skin health, incorporating ingredients that promote firmness, radiance and hydration while respecting skin sensitivity. Mascaras, eyeliners and lipsticks from IT Cosmetics complement the makeup line, offering formulas with intense pigmentation, long wear and comfort, always with attention to ingredient safety and effectiveness.

The brand offers a variety of collections and coffrets, gathering its best-sellers and allowing consumers to experience complete and coordinated skincare and makeup routines. These collections are designed to reflect the values and aesthetics of IT Cosmetics, combining innovation, elegance and practicality. Each product line encapsulates the brand’s philosophy of uniting beauty and care, making the makeup and skincare experience more accessible, efficient and satisfying.

IT Cosmetics quickly became a reference for consumers seeking cruelty-free, sensitive-skin-friendly and high-performance products. The brand continually reinforces its mission to offer makeup and skincare that promote confidence and well-being, standing out for its transparency, ethical commitment and attention to real consumer needs. Over the years, IT Cosmetics has established itself as a global leader, recognised not only for its best-sellers but also for its ability to innovate continuously while keeping skin care and customer satisfaction as priorities.

With collections that include foundations, under-eye concealer, compact powders, highlighters, blushes, primers, facial serums, moisturisers, anti-ageing products, mascaras, eyeliners and lipsticks, IT Cosmetics offers a complete beauty experience that combines efficacy, protection and refined aesthetics. Each product is developed based on clinical research, dermatologically tested formulas and ingredients that respect and treat the skin, ensuring visible and long-lasting results. The brand continues to expand its portfolio and adapt to new consumer needs while maintaining its firm commitment to innovation, sustainability, ethics and social responsibility.

IT Cosmetics remains a reference in the international makeup and skincare market, offering solutions that balance science, beauty and care, becoming a trusted choice for those seeking effective, safe products aligned with ethical and sustainable values. Each collection and product encapsulates the vision of founder Jamie Kern Lima: to provide confidence, self-esteem and visible results while respecting skin health and maintaining a commitment to cruelty-free practices. The brand continues to lead the market, combining innovation, elegance and care, reflected in the best-sellers that have won over consumers in Portugal and around the world.