IT Cosmetics® Wins 2014 ICMAD Cosmetic Innovator of the Year Award IT Cosmetics® Heavenly Luxe® 10-in-1 Tightliner™ Brush Wins for Product Innovation

JERSEY CITY, N.J., June 13, 2014 /PRNewswire/ -- IT Cosmetics® (Innovative Technology Cosmetics), a leader in the prestige color cosmetics market, has been honored with an Independent Cosmetics Manufacturers and Distributors' (ICMAD) 2014 Cosmetic Innovator of the Year (CITY) Award in the "Product Innovation: Accessories & Tools" category for one of its latest problem-solving innovations, Heavenly Luxe® 10-in-1 Tightliner™ Brush.

In its ninth annual year, ICMAD's CITY Award winners are viewed as the gold standard in the cosmetics industry. With a panel of five beauty insiders ranging from editors and creative directors to entrepreneurs and key executives, the CITY Awards have become one of the most esteemed honors in the industry that recognizes breakthrough product innovation, revolutionary packaging and unique advertising campaigns.

The Heavenly Luxe® 10-in-1 Tightliner™ Brush delivers a one-of-a-kind application like no other eyeliner brush on the market. The custom cut fence design of the brush solves a problem no other eyeliner brush can solve; the fence cut actually applies cream or gel eyeliner both along the lash line and simultaneously in between every lash, creating a full-looking lash line and "tightliner" effect, even if you have sparse or missing lashes. The reverse side of the brush is ergonomically angled for flawless inner rim application. The Heavenly Luxe® 10-in-1 Tightliner™ Brush can be used to achieve 10 different eye looks when used in conjunction with the Liner Love™ Waterproof Anti-Aging Creme Gel Eyeliner.

"We are thrilled and honored to be recognized for our Product Innovation at this year's CITY Awards. Our team at IT Cosmetics® pours its heart and soul into creating truly innovative, problem-solving products that make the lives of our customers better and help them look and feel their most beautiful.  Recognition like this for our novel innovation from such an esteemed panel of experts is truly exciting," says Co-Founder and CEO Jamie Kern Lima.

Launched in 2008, IT Cosmetics® is a revolutionary cosmetic line and leader in the prestige color cosmetics market. Founded by Jamie Kern Lima, IT Cosmetics® was fueled by her firsthand experience with problematic skin and desire to help women be more confident by providing problem-solving products to enhance natural beauty instead of concealing it. Working hand-in-hand with plastic surgeons, Kern Lima creates clinically proven beauty solutions that empower women and help them look and feel their most beautiful every day. Honored with multiple industry awards, including more than 200 press placements this year alone in prestige beauty and consumer magazines and TV segments, IT Cosmetics® earned its place as a top-selling beauty brand on QVC and in ULTA Beauty stores nationwide.

About ICMAD CITY Awards:

ICMAD, the Independent Cosmetic Manufacturers and Distributors, created the coveted "Cosmetic Innovator of the Year" prize nine years ago to recognize companies who are creating revolutionary new skin, makeup, hair and fragrance products and put them on even ground to compete with large multinationals. The CITY Awards "Cosmetic Innovator of The Year" honors standout global products that have advanced their categories and gives them a prestigious platform to launch to wider acclaim.

About ICMAD

The Independent Cosmetics Manufacturers and Distributors (ICMAD) is about members - its member companies represent the diversity that makes the cosmetics industry so dynamic. ICMAD is proud of the accomplishments of its members and is committed to providing the widest range of the most useful services to help our members grow and succeed in this vibrant cosmetics industry.

About IT Cosmetics®

Developed with leading plastic surgeons, IT Cosmetics® creates clinically proven, innovative problem-solving makeup and skincare products that harness cutting edge, anti-aging technologies and high performance skin-loving ingredients to provide you with serious beauty solutions that help you look and feel your most beautiful! Co-Founder Jamie Kern Lima, who suffers from rosacea, sparse brows, hyperpigmentation and problematic skin works hand-in-hand with plastic surgeons to create innovative, high performance products laser focused on solving women's beauty problems. Prior to launching IT Cosmetics®, Jamie Kern Lima was an award-winning TV news anchor. She also graduated Valedictorian from Washington State University and received her MBA from Columbia Business School. IT Cosmetics® is sold in ULTA Beauty stores nationwide and is a top color cosmetics brand on both QVC and The Shopping Channel Canada. For more information please visit www.itcosmetics.com. IT's truly your beauty, but better™!

SOURCE IT Cosmetics



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