IT Cosmetics, the five-year-old beauty brand that’s making its name with a cult-like following for its anti-aging, color-infused problem/solution skin care products, has received funding by TSG Consumer Partners LLC, which last week announced a minority equity investment in the rapidly growing beauty line.

Founded in 2008 by Jamie Kern Lima and Paulo Lima, IT Cosmetics is primarily distributed on QVC and The Shopping Channel. The brand is also expanding to Ulta Beauty stores this month.

“We continue to see a trend in multi-purpose cosmetics lines where products don’t just cover imperfections but nourish and improve the skin as well,” said Blythe Jack, Managing Director at TSG Consumer Partners. “IT Cosmetics falls squarely within this growing category as its products offer anti-aging benefits in addition to aesthetic improvements. This made the brand particularly appealing to TSG, in addition to the charismatic leadership and vision of its founders, Jamie and Paulo.”

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 aiming to revolutionize the beauty market with its line of multi-functional, high performance makeup.

“Women want multitasking miracles that actually work,” said IT Jamie in an interview this summer. “We often wait up to three years to launch something new and have to feel that it is a hero product.” 



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 aims to fuse the latest anti-aging technology with cosmetics so that skin concerns, such as discoloration, are not just covered, but treated. 

For example, 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 the shopping channel. 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.

“What is happening at IT Cosmetics is truly special,” said Jamie. “The engagement level, passion and experiential resonance our customers have with our brand is amazing and we are thrilled to partner with TSG to help strategically optimize this in a meaningful way. We couldn’t be more excited.”

To increase IT Cosmetics’ growth, TSG will help the brand focus on a variety of initiatives including the expansion of the product portfolio, penetration into the U.S. specialty beauty channel and increased brand marketing to drive overall awareness.