IT Cosmetics founder and CEO Jamie Kern Lima, is making her first ever personal appearance in New York at Sephora in Herald Square tonight. To celebrate IT Cosmetics' one year anniversary at Sephora and the brand's expansion to all Sephora US locations, Kern Lima is inviting IT Girls and IT Guys everywhere to take the #ITCCchallenge by trying the CC+ Cream and sharing their real results on social media.
For every "before" and "after" #ITCCchallenge post, IT Cosmetics will donate $US1 to Look Good Feel Better. This social campaign builds upon IT Cosmetics' longstanding partnership with the charity, having donated over $US27 million in products to date.
Attendees of the event will also be among the first to experience IT Cosmetics' brand-new products, Miracle Water and Secret Sauce, which are available exclusively at Sephora.
Kern Lima has also been in the media recently after calling for an end to 'unattainable' images in beauty advertising. When recently accepting an Achiever Award from the Cosmetic Executive Women organisation she revealed that she struggled to get her brand off the ground because she refused to use ultra-thin, flawless models. But by demonstrating that her products were made for real women with a vast range of 'real' skin concerns, the brand struck a chord with many and was eventually purchased by L'Oréal in 2016 for $US1.2 billion.
