IT Cosmetics launches into Glasgow Boots

3 min read

American brand IT Cosmetics landed in the UK last year, and this week their first Scottish counter opened at Boots in the Glasgow’s Fort shopping mall.

This Saturday, from 11am to 4pm, you can go along to the counter, meet UK Ambassador Rose Gallagher, and join in the fun – there will be free makeovers, drinks, free samples, and a free makeup bag with any two products bought.

The brand was co-founded by  former news anchor, Jamie Kern Lima. Jamie was an award-winning TV News anchor with beauty challenges including sparse brows and sensitive skin, and could never find products that truly worked. So, she launched her own.  Two years after launching the brand, Jamie went on air at QVC with Bye Bye Under Eye™ Concealer and in 10 minutes, it sold out completely. Today IT is QVC’s top-selling makeup line, and a top-selling brand in ULTA Beauty and Sephora.

IT Cosmetics has received more than 30 QVC Customer Choice Beauty Awards and was also honored with the WWD Beauty Inc. Prestige Brand of the Year. In 2016 IT Cosmetics was acquired by L’Oréal, and Jamie is still the CEO, making her the first woman to hold a CEO title in L’Oréal’s 100+ year history.

Not bad, right?!

The products aren’t bad either. I particularly love the Brow Power pencil. My only gripe was it ran out too quickly! These are the five hero products

Your Skin But Better CC+ Cream with SPF 50+

Color Correcting Full Coverage Cream + Anti-Aging Hydrating Serum + SPF 50+ UVA/UVB Broad Spectrum Sunscreen (£30), which comes in seven shades.

Bye Bye Under Eye Concealer

Full Coverage Concealer (£23.50) – I’d like to try this as I am loving Laura Mericer and Bobbi Brown concealers right now.

Superhero Mascara

Elastic Stretch volumizing mascara in a cool tube packaging (£19.50) – anotherI’ve not tried, and I’d like to, because I am a Clinique mascara diehard!

Brow Power Universal Brow Pencil

Comes in one shade  – taupe – and is a propelling pencol with a brow brush at the other end (£19), and it’s fab, but I used it too quickly!

Bye Bye Pores Face Powder

A translucent powder, to mattify, but not cake. I’m not a powder fan, but this is very light to wear. (£21)

And here’s some more facts about IT Cosmetics, from IT Cosmetics!

  • Developed with leading plastic surgeons and dermatologists.
  • Superior products do the work for you to deliver serious beauty solutions.
  • Anti-ageing, skin-loving ingredients for your most beautiful skin.
  • Never tested on animals, every IT Cosmetics™ product is certified by PETA
    as 100% cruelty-free.
  • Each SPF product uses only physical, chemical-free sunscreen, and every brush is
    pro-hygienic and made of synthetic hair to suit even the most sensitive skin types.
  • Real women getting real results and spreading the word is how IT Cosmetics™ has
    grown, one life-changing product at a time. IT’s all about YOU!


So, get down to The Fort in Glasgow this Saturday (July 21) if you can, and if not, you can find IT Cosmetics online at, and