It Cosmetics is a beauty brand founded in 2008 by Jamie Kern Lima. The company focuses on creating high-performance makeup and skincare products that cater to a diverse range of skin types and concerns. Their products often include skincare benefits, making them popular among consumers looking for multifunctional beauty solutions. The brand is known for its innovative formulas, such as the CC+ Cream, which combines foundation, moisturizer, and sunscreen. It Cosmetics emphasizes inclusivity and often collaborates with dermatologists and plastic surgeons to develop products that enhance natural beauty while addressing specific skin issues.