As you already know L’Oreal purchased It Cosmetics for 1.5 billion dollars. Jamie Kern Lima responded to the purchase recently on Instagram as well as via mass e-mail for those on the It Cosmetics mailing list.
Here’s her reply:
A special message from IT co-founder Jamie Kern Lima:
Hi IT Girls! I am so excited to announce the news about our new partnership with L’Oreal! At IT Cosmetics, our mission is to make the world more beautiful through our products, through our actions, and through our belief that every woman is beautiful and deserves to feel her most beautiful. This partnership will allow us to utilize the amazingly strong infrastructure at L’Oreal to grow and spread the IT Cosmetics message in an even more powerful way and to get our life-changing products into the hands of even more real women across the globe! I will remain the CEO of IT Cosmetics, and I can assure you that the integrity and quality of our products, our commitment to being completely cruelty-free and our commitment to giving back in a big way will remain 100% intact and true to IT!
Thank YOU for discovering, loving and believing in IT Cosmetics from the very beginning and for being part of our amazing journey of growth so far. And thank you for your continued love and support as we enter into this exciting new chapter in our brand story together.
I love you all, IT Girls! XOXO, Jamie
It Cosmetics will begin selling at Sephora shortly and there’s speculation whether they’ll begin selling globally as well. Jamie will remain the CEO of It Cosmetics even after the sell as per her statement above.
At this point, I have no further information about the sale but I know many of you wanted to know if Jamie were staying on with the brand and as you can see she will indeed still be with the brand. I had little doubt she’d be leaving as the brand is her baby.
I don’t know what this sale means for the brand. It could mean bigger and better things for It Cosmetics. I’ll be waiting patiently to see where things go from here!
Disclosure: I am not affiliated with It Cosmetics or L’Oreal.