Until that moment, I rarely ever left the house without full makeup on. But I remember the moment everything was on the line for my then tiny company and I decided to show women why @itcosmetics was so life changing for me, and I did it live by removing my makeup.

Kern Lima was featured on a 10-minute QVC segment in which she wiped her makeup off, revealing her bare face to illustrate the use of IT Cosmetics concealers. All products sold out by the end of the segment.

Apr 7, 2022 · Jamie Kern Lima is a businesswoman, philanthropist, benefactor, public speaker, author, and co-founder of the makeup company IT Cosmetics. Her struggle with a skin disease, Rosacea, prompted her to start her own makeup business.

Jamie Kern Lima is a self-made entrepreneur, champion of women, philanthropist, keynote speaker and co-founder of IT Cosmetics. Get inspired!

US journalist and TV anchor Jamie Kern Lima suffers from the hereditary skin condition rosacea and hyperpigmentation, which she spent hours try to mask with different foundations, often to no avail. Frustrated by the lack of cosmetic solutions to her skin problems, the young woman decided to create her own line of products.

Aug 12, 2016 · Lima took off all her makeup on air, exposing her rosacea and demonstrating how her products covered it up. "When I go on TV and I take my makeup off it's for two reasons," says Lima.

Mar 12, 2018 · Former TV news anchor Jamie Kern Lima couldn't find makeup that could help her skin condition, so she set out to solve her own problem. Now her IT Cosmetics line is a huge seller on QVC,...

Mar 2, 2021 · Jamie was getting hereditary rosacea and there was no makeup in the world that could cover it on camera. She could hear producers in her earpiece during live shows, saying: “You have something on your face”. She knew she couldn’t just remove it and she was having a lot of self-doubts.

After appearing on national television without any makeup, along with real women as models, Jamie continued to grow IT Cosmetics until it was ultimately bought by L’Oreal for 1.2 billion dollars. Jamie stopped by The MomForce Podcast to talk about the ups and downs of her career and share how she tapped into her confidence to become a mega boss.

May 17, 2017 · She points to her right cheek and then wipes off her makeup to reveal red blotches that "feel like sandpaper." She pauses, then applies color-correcting cream across her face. In seconds, the...