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IT Cosmetics Review IT Cosmetics is a brand of makeup that is made for people with sensitive skin. Founded by Jamie Kern Lima, a former television news anchor, IT Cosmetics is the result of Lima's longtime struggle with rosacea. Throughout her career, she struggled to find makeup that could cover up her condition, despite working long shifts in the TV industry. With her own experience in the cosmetic industry, Lima created new formulations that would cover her problem areas.