IT Cosmetics lands in Boots UK

Founded by TV anchor Jamie Kern Lima, the US make-up brand offers consumers full coverage solutions

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IT Cosmetics, the make-up brand founded by rosacea sufferer Jamie Kern Lima, has expanded into Boots UK.

Acquired by L'Oréal for US$1.2bn in 2016, the brand is now available via the high street retailer’s website and selected stores.

Lina Rassi, General Manager IT Cosmetics UK and Ireland, said: “Our commitment is to inspire every woman to celebrate her own beauty and to feel confident and her most beautiful.

“We believe our partnership with Boots will allow us to continue our mission and touch the lives of real women everywhere.”

To support the launch, IT Cosmetics hosted a meet-and-greet event with UK brand ambassador and blogger Rose Gallagher at Boots in the Westfield Centre, London.

“We are delighted to welcome one of the beauty industry’s most sought-after brands to Boots,” said Joanna Rogers, Commercial Director of Beauty at Boots UK.

“IT Cosmetics is a clinically proven cosmetics brand that is good for your skin and delivers exceptional results, practically for consumers with any skin concerns.

“At Boots we want our customers to look and feel great and IT Cosmetics certainly does that which makes it the perfect partner.”

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