Big Beauty News: It Cosmetics Is Now At Boots (And Here’s What You Should Buy)

Hold on to your Advantage Card Points beauty buffs, we’ve got some Big Beauty News up ahead. After launching into Selfridges department stores last summer, American beauty brand IT Cosmetics is now available at Boots.

IT Cosmetics was founded in 2006 by Jamie Kern Lima, a TV reporter with rosasea. Jamie worked with plastic surgeons and dermatologists to develop a range of colour correcting cosmetics that would disguise her redness on screen. Next came several appearances on QVC and over $1million in sales. In 2016, she sold the brand to L’Oréal for, wait for it, $1.2 billion. Billion. In cash. Ker-ching.

Today the line features over 300 products that span makeup, skincare, and brushes and tools. But high-tech ingredients and innovative formulas are still key. The brand’s bestseller, the IT Cosmetics CC Cream, took 4 years and 200 attempts at formulation to perfect. Another hit product, the IT Cosmetics Superhero Mascara, took 3 years and 275 reformulations.

Not sure where to start? The IT Cosmetics Your Skin But Better CC+ Cream, £30, is their best selling product for good reason. It’s a foundation really, a clever one with anti-ageing ingredients, antioxidants and SPF 50+. I love it, full review here.

If you like a proper full coverage concealer, the IT Cosmetics Bye Bye Under Eye Illumination Concealer, £23.50, is a corker. Thick, opaque but forgiving on fine lines. Full review on that one here.

Til next time,



Leave a Reply