AMERICAN beauty-products brand IT Cosmetics, popular around the globe for eight-plus years, recently made its debut in Thailand, with products on sale at the Sephora store.
Co-founder and chief executive Jamie Kern Lima flew in from the US to attend the opening in the Oriental Residence’s Playroom.
Joining him there were local celebrities and beauty writers including Kerika Chotivichit, Parva Nakasai, Shaya Na Nakorn, Orachat Laohaphol, Pimpisa Chomanan, Pichamon Chomanan, Panitta Sornthaiteva and Kamonporn Wongrukmit.
The latest IT line represents “a new dimension in makeup”, Lima said, with products developed by renowned plastic surgeons and dermatologists and attention paid to every detail.
The Playroom was lively with white and pink balloons that invoked the brand’s “skin-friendly” philosophy. Guests enjoyed demonstrations by an IT team and beauty tips shared by Lima.
She explained that she was working as a TV news anchor and was in the middle of a live broadcast when she wiped her brow, unwittingly scraping off the makeup she was wearing. Rather than remaining embarrassed by the mishap, she became determined to create a makeup line that would stay in place and still look great.
Lima said she’s spent much of her adult life trying to conceal severe hereditary rosacea and hyper-pigmentation. Every option she tried fell short of meeting her needs, always creasing, cracking or caking up on her skin and making her look older.
In 2008 she partnered with skin experts, plastic surgeons and dermatologists in formulating a new and innovative makeup range, and IT Cosmetics was born.
“I won’t launch a new product unless I believe wholeheartedly that it will change the lives of women and their skin, all the while empowering them to feel their most confident,” she said. “I believe every woman is beautiful and I believe every woman deserves to look and feel her most beautiful.”
Thanks to their coverage, durability and smooth texture, the products are quite suitable for hot Thailand.
The most popular product is Colour Correcting Full Coverage Cream, which is seven products in one – foundation, sunscreen, brightener, colour corrector, anti-ageing serum, pore-minimising primer, dark-spot corrector and moisturising day cream.