![]() ![]() ![]() The message started to resonate with makeup lovers. "Lima repeats it, almost word-for-word, over a 40-hour QVC marathon," writes Wells. Finally, she reapplies IT Cosmetics products and her red marks disappear. Then she uses a face wipe to remove the makeup on her right cheek to reveal her rosacea. Harnessing her pageant and reporting skills, she made in-store appearances, shot YouTube videos and talked on QVC live with the same consistent message - her product worked, and she could show you.Īccording to The Cut, her appearances always begins with her talking calmly into the camera about women's grievances with makeup. Kern Lima's strategy included relentless marketing and advertising. She tells CNBC Make It that she and her team have worked 100-hour weeks for the past ten 10 years and that her co-founder and husband Paulo Lima have not taken a day off since they launched the company. After being rejected by retailer Sephora several times she recalls, "I didn't know how our company was going to stay alive at that point."īut her instincts told her that her company was not a lost cause. Kern Lima met with representatives from major cosmetic companies for years but was unable to sell her idea. "IT Cosmetics is to makeup as Spanx is to lingerie it's unsexy but gets the job done." "Lima's collection of concealers and foundations is neither cool nor trendy," The Cut's Linda Wells writes. ![]() ![]() She was determined to create a product that provided results, rather than what was in vogue. This obsession inspired Kern Lima to invent what would become IT Cosmetics (the IT stands for "Innovative Technology.") She carefully crafted her business plan, painstakingly perfected her products and faced rejection for years. "Why are there millions of makeup brands but nothing works for me? There must be other women out there that feel this way, and I kind of became obsessed with that idea of creating something that truly works if you have issues with your skin." "I kind of just became obsessed," she explains. As she searched for solutions, she realized there was a hole in the market for a product that helped people with rosacea and other skin conditions. Instead, she sprung into action and decided to build a career out of her biggest obsession - makeup.ĭuring her time as a reporter, one of her biggest frustrations had been finding products that worked for skin like hers. When she realized the gravity of her decision to quit, Kern Lima almost panicked. ![]()
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