We’re sure you’ve waited a long while, but IT Cosmetics is finally hitting Sephora stores in Malaysia and online from September 2016 onwards. Hurrah!
At the recent Sephora Fall 2016 Press Preview, we were fortunate enough to be able to play with this skin-loving brand’s innovative offerings and get a taste of its much raved about bestsellers at long last.
Not to worry, beauty junkies. Although not all IT Cosmetics’ products would be available, the brand is showcasing about 110 products in Malaysia, including the full range of its makeup brushes.
Catering to real women with Problem Solving Beauty™, we spoke with Allison Slater of IT to learn more about this cult favourite beauty label. 😉
Q: How did IT Cosmetics get started?
A: The brand was started by Jamie Kern Lima, who has severe rosacea and sparse brows. She worked as a TV news anchor and was on air all the time. While she was live on TV one day, she accidentally wiped off an eyebrow. She decided to launch a brand to combat her own issues because all the makeup she’s tried feels cakey or heavy. With IT Cosmetics, natural is what she’s going for.
Q: Tell us about your brand identity and what it stands for.
A: IT stands for Innovative Technology. We work with plastic surgeons and dermatologists to create game-changing products that are meant for real women. Everything is clinically proven and all the products start their life as skincare before we infuse colour into them, if it’s a colour based product. All the products are really skin-loving.
Q: The names of the products are really one of a kind. Who comes up with these names?
A: Jamie does a lot of the product development. Sometimes she has a name and creates a product for it, or vice versa. Everything is problem-solution based and it’s centred on real women’s concerns.
Q: How do you strive to find new ideas for future products?
A: We aren’t trend based, so we don’t come up with products for the sake of it. We’re really about identifying what women want, then creating products. You’re not going to see a new collection with a bunch of colours. We only create products we think will make women look and feel their most beautiful. Our best-selling products will always remain as our most popular. If you haven’t tried them, they’re new to you.
Q: We’ve a lot of buzz about IT Cosmetics on the internet. How has this helped your brand grow?
A: Many of the influencers discovered the brand on their own. Now, we work with them, but we don’t pay any of them. The brand has been around for 7 years, but there were only 5 people until two years ago. A lot of people found the brand on their own and I believe that’s why they like it. They feel like the products were made for them. The real growth of the brand can be attributed to word of mouth. It’s a powerful thing.
Q: What are some of the new products you guys are developing at the moment?
A: We just launched our first skincare product, so you’ll see more skincare. Having said that, we’ll continue to develop colour-infused skincare. We’ll also definitely have more makeup, especially in the complexion category. We haven’t launched a ton of products, and there are still so many categories we haven’t tapped into yet. On top of that, we are developing totally new products that don’t ever exist.
Q: Name three IT Cosmetics products essential to the Malaysian climate and humidity.
A: Definitely Bye Bye Pores® under this climate and also Confidence in a Cream™. I think people are worried about wearing moisturiser because it’s so humid. Even if you’re oily, you should use a moisturiser. Our moisturiser dries fast so you’re not going to feel sticky. Instead of just as concealer, you can use Bye Bye Under Eye® as an eyeshadow primer. It will keep your makeup in place.
Q: Aside from skincare and makeup, which are some of your top-selling brushes?
A: The best-selling brush is the Heavenly Luxe® Complexion Perfection Brush (RM199) that goes hand in hand with the CC+™ Cream with SPF 50+ and Bye Bye Under Eye®. It’s dual ended, and universal, so you can even use it for blush and eyeshadows. The Heavenly Luxe® French Boutique Blush Brush (RM150) is so pretty and has an angle.
The Heavenly Luxe® Flat Top Buffing Foundation Brush (RM199) is quite dense and will offer a lot more coverage. It’s meant to be used with the Celebration Foundation®. Meanwhile, the Heavenly Luxe® Wand Ball Powder Brush (RM195) is to be used with Bye Bye Pores®. For the eyes, the Tightliner 10-in-1 Dual Ended Brush (RM105) has a fenced brush on one side and a thin liner brush on the other. The Heavenly Luxe® Build-A-Brow™ Brush (RM99) has a firmer fenced brush and a nice spoolie.
Our brushes are synthetic, so they are cruelty free. All of them are custom cut, very well made and they never shed. I’ve been in the beauty industry for 20 years and these are by far some of the best brushes I’ve used. They are also made well and feel good quality in the hands.
Listed below are some of IT Cosmetics’ best-selling offerings, as told by Allison herself:
CC+™ Cream with SPF 50+ (RM170)
“What’s great about this product is it’s 7-in-1. It gives a very natural finish and it’s buildable, although it already has great coverage. It smells good too. It’s a high coverage foundation, a chemical-free physical sunscreen, colour corrector, an anti-aging serum, primer, moisturiser and more in one. Containing vitamins A, C, E and hyaluronic acid, it’s super hydrating.”
Bye Bye Under Eye® (RM102)
“This has the most coverage out of any of our products. It’s very pigmented, lasts all day and won’t crease or crack. We call it ‘eight hours of sleep in a tube’ because with it on, you’d look like you’ve just awakened. We wanted it to be easy to use, and that’s why it’s called Bye Bye Under Eye®. It’s super self-explanatory.”
Bye Bye Pores® (RM125)
“Many people suffer from enlarged pores and Bye Bye Pores® will completely blur them away. It’s made with real silk and offers a flawless finish. It’s going to be good for the skin as it also has anti-oxidants and collagen in it.”
Confidence in a Cream™ (RM195)
“It’s our first foray into skincare. It’s an anti-aging day and night moisturiser with niacin, hyaluronic acid, ceramide, vitamins A, C, E, liquorice root, colloidal oatmeal and more. People with any skin type, even the most sensitive, can use this. This super cream also contains Proprietary Anti-Aging Armour Regenerative Concentrate™ that really protects the skin and keeps moisture in. It’s effective in the reduction of fine lines and wrinkles. I love this!”
Superhero™ (RM55)
“This mascara promises a 100% increase in volume and it’s been proven. It doesn’t flake and lifts the lashes on its own, without drooping down throughout the day. The lash lifting polymers will hold the hairs in place.”
Tightline® (RM45)
“It’s a primer and mascara all in one. It offers that tightline effect like an eyeliner can and because the wand is so skinny, it gets right in the lash root.”
Brow Power® (RM45)
“This is a universal brow pencil and there’s only one shade for everyone. The colour you’re going to get is based on the pressure you apply. You can press lightly for a light stroke, or apply more pressure for darker lines. With an oval tip, it’s easy to use it on its side and the product looks like real hair. The Biotin also helps the hair grow. Don’t underestimate the spoolie! It gives the brows a very natural look.”
https://www.youtube.com/watch?v=ZdKTRwuP93g
IT Cosmetics will be hitting Sephora stores throughout Malaysia and online from September 2016 onwards.
