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Founded in 2008 by Jamie Kern Lima and Paulo Lima, IT Cosmetics was developed to deliver anti-aging, color-infused skin care products. Primarily distributed on QVC and The Shopping Channel, the brand is now expanding to Ulta Beauty stores this month.
“We continue to see a trend in multi-purpose cosmetics lines where products don’t just cover imperfections but nourish and improve the skin as well,” said Blythe Jack, managing director at TSG Consumer Partners. “IT Cosmetics falls squarely within this growing category as its products offer anti-aging benefits in addition to aesthetic improvements. This made the brand particularly appealing to TSG, in addition to the charismatic leadership and vision of its founders, Jamie and Paulo.”
“In terms of a preferred investor, TSG Consumer Partners is the gold standard thanks to its strong and successful history in the beauty space. We’re thrilled to be working with them to help grow our brand even further,” said Jamie Kern Lima, founder of IT Cosmetics. “What is happening at IT Cosmetics is truly special. The engagement level, passion and experiential resonance our customers have with our brand is amazing and we are thrilled to partner with TSG to help strategically optimize this in a meaningful way. We couldn’t be more excited.”
To increase IT Cosmetics’ growth, TSG will help the brand focus on a variety of initiatives including the expansion of the product portfolio, penetration into the U.S. specialty beauty channel and increased brand marketing to drive overall awareness.