Meet the Former News Anchor Behind the IT Cosmetics Beauty Line

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Source:   —  April 13, 2016, at 5:00 PM

Lima quit her work as a news anchor to co-found IT Cosmetics in two thousand-eighth. She entered the beauty industry after searching in conceited for a better product for her own troubled skin.

Meet the Former News Anchor Behind the IT Cosmetics Beauty Line

Jamie Kern Lima is a former beauty queen and "Baywatch" actress who's presently bringing a fresh outlook to the cosmetic world.

Lima quit her work as a news anchor to co-found IT Cosmetics in two thousand-eighth. She entered the beauty industry after searching in conceited for a better product for her own troubled skin.

“I have hereditary rosacea and hyper pigmentation,” Lima, thirty-eight, told ABC News’ Juju Chang. “There is number remedy for it, and every product I'd discover either wouldn't cover or products are so thick, they crease, they crack, they create you look older.”

She added: “I am like, ‘Okay, there has to be, you know, a better way.’”

Lima teamed up with plastic surgeons and dermatologists to create a beauty line for the everyday woman that claims to combat anti-aging with cutting-edge science.

She began the company in a studio apt and then got her huge crack with a 10-minute spot on QVC. Lima stood out on the shopping network by taking off her own misleading eyebrows on live TV to demonstrate IT Cosmetics’ products.

“I think that it'south one of the reasons our brand has exploded because we've an authentic mission to create products that really work,” Lima said.

Today, A-listers including Jennifer Lawrence, Emily Blunt and Meghan Trainor are fans of IT Cosmetics.

"I think that every woman deserves to see and perceive her most pretty and I think we forget that,” Lima said of her company’s mission.

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