IT Cosmetics, the US beauty brand developed by dermatologists and leading plastic surgeons, is being launched exclusively in store at Selfridges Birmingham.
The brainchild of entrepreneur and former news anchor and reporter, Jamie Kern Lima, IT Cosmetics, launched in the London store in June and will be heading to Selfridges Birmingham renowned beauty hall for the first time from September 11th.
Sam Watts, general manager at Selfridges, said: “Selfridges is the most exciting destination in the city for anyone who loves the very best in beauty products and we are thrilled to welcome another premium brand that has had the beauty industry sit up and listen.”
The coveted IT Cosmetics brand, which was acquired by L’Oreal last year, uses cutting-edge and anti-ageing technologies to produce superior colour-infused skincare that leaves skin dewy, illuminated and fresh, while its pigment-rich make-up ranges stand up to the most challenging conditions.
From oil-balancing and colour-correcting skincare creams to premium make-up brushes, mascaras, eyeshadows and hydrating lip stain balms and glosses, IT’s range is both effective and affordable. It’s also certified by PETA as 100% cruelty free.
Jamie Kern Lima, who is the only female L’Oreal brand CEO, said she began to create the range after a make-up malfunction during a live news broadcast.
“I was in the middle of a live broadcast when I accidentally wiped away the brow product I was wearing,” she said. “Rather than be embarrassed, I was determined! I knew then that there had to be a better way.”
She also decided that her skin and make-up range would also benefit those – like her – who have severe hereditary rosacea and hyperpigmentation and who find it difficult to find products that truly work.
She collaborated with plastic surgeons and dermatologists to develop cutting-edge, clinically proven, problem-solving products that are game-changing.
“What sets us apart from other brands is that I won’t launch a product unless I believe wholeheartedly that it will change the lives of women and their skin, all while empowering them to feel their most confident. I believe every woman is beautiful, and I believe every woman deserves to look and feel her most beautiful.”
IT Cosmetics can be found in Selfridges beauty hall on level 3 in the Bullring.