Cult US Beauty Brand IT Cosmetics (Finally) Arrives in the Middle East

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it cosmetics dubai
Photo: Courtesy of Chantelle Kemkemian

Redness, pigmentation, dark spots, scarring, sensitivity… these are just some of the common skin concerns we women battle on a daily basis. And what to do about them? Aside from slathering on expensive products in a bid to treat and reduce the visible signs, the only way to mask them is with makeup. But herein lies the problem – as most makeup products are brimming with harsh chemicals and irritants that only make matters worse in the long run.

The good news is that out there in the world of endless beauty brands, there are a select few that actually work to treat skin conditions while providing flawless, natural coverage. And no brand is doing it better or more effectively than IT Cosmetics. Founded in 2008 by award-winning American news anchor Jamie Kern Lima – whose skin seriously struggled with all the products being packed onto her skin under the cameras – it’s now one of the fastest-growing beauty brands in the world, and it’s finally hit UAE shores thanks to Sephora.

IT Cosmetics dubai
Photo: Courtesy of @itcosmetics

Mortified that her hereditary rosacea was showing up on camera even through layers of “full coverage” foundation, Lima quit her on-screen job and made it her mission to create problem-solving, complexion-loving formulas that blur the lines between makeup and skincare. “I realized that finding the right makeup is easy when you have great skin, but is nearly impossible when you have problem skin,” she explained to The Telegraph. “I knew that if I could give women products that truly gave them the most beautiful skin, it would be life-changing”.

Working alongside leading dermatologists and plastic surgeons, her color-correcting cosmetics line was born. Each and every product is bursting with skin-loving ingredients, including peptides, hyaluronic acid, vitamins, antioxidants, and collagen, and have been formulated to suit each and every skin type, including the most sensitive.

IT Cosmetics results
Photo: Courtesy of IT Cosmetics

Fast forward to today, and after a 1.2 billion dollar buy-out by L’Oréal, IT Cosmetics is one of the world’s most in-demand cult beauty brands. Why? Because the products actually work. Nothing has come close to knocking the ‘CC+ Cream with SPF50+’ off the number one spot in America, 89 percent of users claim the waterproof and sweat-proof concealer corrects uneven skin tone, and the ‘Your Skin But Better’ foundation provides a flawless canvas while helping skin look smoother, more even and refined — in just two weeks. Oh, they’re all infused with anti-aging formulas too. Bonus.

If you’re looking for makeup that actually boosts your beauty from the inside out, this is IT.

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