With the rising popularity of beauty innovations such as BB creams that save time, money and counter space, more and more consumers are looking for products that are efficient and effective. Enter Innovative Technology [IT] Cosmetics, an indie color cosmetics brand, which is aiming to revolutionize the beauty market with its line of multi-functional, high performance makeup.
“Women want multitasking miracles that actually work,” said IT Cosmetics Founder Jamie Kern Lima. “We often wait up to three years to launch something new and have to feel that it is a hero product.”
This summer, IT Cosmetics will be launching seven shades of lip liner stains, four hydrating lip gloss stains and an under eye corrector, all of which are loaded with anti-aging ingredients. The company will also be debuting its first vanity brush set, featuring several high-quality synthetic bristle heads.
The problem-solution focused brand has emerged as a leader in the industry for busy consumers looking for a simplified beauty ritual with products that do double—and sometimes triple—duty. Developed with the help of leading plastic surgeons, IT Cosmetics fuses the latest anti-aging technology with cosmetics so that skin concerns, such as discoloration, are not just covered, but treated.
The brand’s bestseller, Bye Bye Under Eye Concealer, is designed to hide imperfections while utilizing hydrolyzed collagen and high concentrations of vitamins to address the appearance of fine lines and wrinkles. Just as popular is its Brow Power Universal Eyebrow Pencil, which aims to create natural looking, smudge-proof eyebrows while delivering a patent-pending conditioning blend to promote brow health. Both products boast cutting-edge ingredients and long-lasting results.
At a recent press event, Claudia Lucas of QVC announced that IT Cosmetics is currently the second best-selling color cosmetics brand on QVC. Launched four years ago, the company has several award-winning products, and according to industry sources, reached $50 million in retail sales over the past 12 months.
IT Cosmetics is sold at QVC.com, ItCosmetics.com and Beauty.com.