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4 Apr

The Inspiring Story Behind the Founder of $1.2B Makeup Brand, IT Cosmetics

The story behind the insanely-popular and beloved beauty brand IT Cosmetics is one that mirrors a modern-day fairy tale—a story filled of hurdles, risks, dedication, passion and ultimate success. In less than a decade from its conception, the beauty company that’s aimed at “real women” is now on everyone’s beauty radar, with many processional makeup artists not able to get enough the brand’s amazing products. The reason behind the billion-dollar beauty brand’s overwhelming success is rooted to Co-founder and CEO Jamie Kern Lima’s personal magnetism and her problem-solution approach to beauty. Before the conception of IT Cosmetics, Lima—a long-time suffer of rosacea and hyper-pigmentation—had a career as a local news anchor in Studio City, California. For years she struggled with finding...
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