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There’s a good reason why L’Oreal just bought the company for a cool US$1.2 billion
Photos: IT Cosmetics, Sephora Singapore, Cover photo: @itcosmetics/@thechambraybunny on Instagram
At the recent Sephora Press Day, I was introduced to US brand It Cosmetics. The products presented looked simple enough to me – foundation, concealer, mascara, etc – nothing spectacular or ground-breaking if you consider the amount of beauty products that land on our desks on a daily basis.
That was, till I watched a video of co-founder and CEO Jamie Marie Kern putting on her best-selling Bye Bye Foundation. You see, the former journalist suffers from rosacea, hyperpigmentation and in her own words, “problematic skin”. She spent a long time trying to find the right foundation or concealer for her skin, only to end up creating the best one for herself.
Last week, It Cosmetics was sold for a cool US$1.2 billion dollars to L’Oreal. Having personally tried some of the products myself, it’s not hard to see why – the range is pretty awesome!
Here are the top 7 things to look out for:
1. Your Skin But Better CC Cream with SPF 50+ ($50)
Lightweight with a nice finish, this covers up any scars or blemishes beautifully. Plus, it’s infused with skincare ingredients like collagen, peptides, vitamins and antioxidants.
It Cosmetics will be available at Sephora Singapore stores in September.
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