It Cosmetics, Soon In Belgium?


What do Essie, Urban Decay and NYX have in common? True, they’re all strong US-based beauty brands with perhaps a couple of points of sale overseas, but it wasn’t until mega beauty corporation L’Oréal acquired them that they became global super brands. Within a year of the acquisition announcement, L’Oréal managed to establish a strong network of retailers and/or monobrand stores for each of these brands. Soon after everybody and their momma’s had access to these blogger darlings without having to break the bank over a plane ticket.

It seems L’Oréal is not quite done with their shopping spree just yet. Last week the news broke that they have acquired IT Cosmetics, one of the fastest growing prestige beauty brands in the US, for a whopping 1.2 billion $. The brand was developed back in 2008 in collaboration with leading plastic surgeons to provide women with innovative, problem-solving skincare and makeup products that empower them to feel confident and beautiful. Today, IT Cosmetics offers over 300 beauty products including color cosmetics, skincare, brushes and tools and is sold at QVC, ULTA and Sephora. Some popular products include the CC+ cream with SPF 50, the Bye Bye Undereye concealer and the Bye Bye Pores powder.

Although there’s no news on a global strategy just yet, this quote from Jamie Kern Lima, Co-Founder and CEO of IT Cosmetics, certainly caught my eye: “At IT Cosmetics our mission is to make the world more beautiful through our products, through our actions and through our belief that every woman is beautiful and deserves to feel her most beautiful. Our makeup and skincare products are not only game-changing in their innovation, they are also life-changing for real women everywhere. Partnering with L’Oréal and utilizing the power of their global infrastructure will help us scale our mission in an even bigger way and we couldn’t be more excited.

Well if that isn’t a sign, I don’t know what is. And I’ll be here, patiently waiting, until I can finally get my hands on their popular CC cream.

Update: IT Cosmetics is now available at Selfridges in the UK!

Photo: courtesy of




  1. July 27, 2016 / 9:28 am

    Oh, het zou inderdaad heel leuk zijn om It cosmetics bij ons te kunnen vinden!

  2. August 10, 2016 / 3:35 pm

    Dat zou erg leuk zijn! Ik duim mee 🙂

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