L’Oréal has announced the signing of a definitive agreement to acquire US beauty brand IT Cosmetics for a cash purchase price of 1.2 billion US dollars. Founded in 2008 by Jamie Kern Lima and Paulo Lima and co-owned by TSG Consumer Partners, IT Cosmetics was developed by leading plastic surgeons to provide women with innovative, problem-solving skincare and make-up products that help them to feel confident and beautiful. The brand offers more than 300 beauty products focusing on colour cosmetics, skincare, brushes and tools. It Cosmetics’ multi-channel distribution model includes select television shopping channels including QVC and TSC, specialty stores including ULTA and Sephora and the brand’s website.

IT Cosmetics will become part of the Luxe Division of L’Oréal, however will continue to operate out of its Jersey City, New Jersey headquarters under the current leadership team. PR decisions will be made in due course regarding representation in each market.

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L'Oréal in 'beauty, fragrance, grooming & health'
IT Cosmetics in 'beauty, fragrance, grooming & health'