IT Cosmetics Is Coming To Sephora Canada This Fall

IT Cosmetics Canada

If you’ve been watching our Instagram Story today then you’ve probably already heard the big news… IT Cosmetics is coming to Sephora Canada this Fall!  After entering Sephora in the USA last year and subsequently being acquired by L’Oréal, I had a feeling we would start seeing the brand expanding to more countries soon enough. Now, my wishes are finally coming true!

This August you’ll be able to find your favourite IT Cosmetics goodies like their best-selling Your Skin But Better CC+ Cream SPF 50+ and Bye Bye Under Eye concealer (both of which I swear by and use everyday) at Sephora stores and online at

While a selection of products have been available at The Shopping Channel for several years now, this will be the first brick and mortor location in Canada. That means you’ll be able to touch, see, feel and play with the products in person and have access to a larger range of SKUs as well.

IT Cosmetics
Photo: Dave Chang

To make the big announcement, IT Cosmetics held a media event in Toronto where I had the pleasure of meeting the brand’s co-founder and CEO, Jaime Kern Lima (although I felt as if I had already met her from watching her on QVC all the time). She shared her story, the journey of IT Cosmetics and talked about the brand’s most-loved products.

Jaime’s career began as a TV reporter and journalist, where she searched endlessly for makeup that would conceal her hereditery rosacea and be good for her skin.  Eventually, she decided to create her own and enlisted the help of dermatologists and plastic surgeons to develop problem-solving products that are actually good for skin and deliver incredible results.

For a brand that started only 9 years ago (the first 3 of which were out of her own home and without a salary), IT Cosmetics has grown immensely. When I asked her what she thinks helped the brand grow so fast, she said it was thanks to “real women getting real results and telling someone.” I started using the products myself because someone else recommended them to me and I have since introduced many of my friends, family and readers to the brand as well, so I think that is pretty spot on.

IT Cosmetics
Photo: Dave Chang

Word of mouth is powerful, for sure, but at the end of the day it comes down to the products.  While many brands launch entire skincare collections at once, IT Cosmetics is much more focused on quality over quantity. “We won’t launch something unless it truly works,” Jaime explained, “it took seven years for us to feel [Confidence In A Cream] was right and to get the clinical results we were looking for.” Now that is dedication.

When I asked Jaime where she gets her inspiration from, she told me “a lot of our ideas for product development come from our customers.” Since they’re all about creating innovative to solve women’s biggest beauty issues, it makes total sense (on that note, now that I know they are listening, I’d love a plumping face mask and a rapid-acting blemish treatment, thanks guys).

From a full-coverage concealer that never cracks or creases to a do-it-all CC cream that improves skin over time, IT Cosmetics delivers exactly what you need to help you look and feel like your most beautiful self.

So mark it down in your calendars, beauties! This August, Canada will finally get “IT”.

Jamie Kern Lima

You Might Also Like