L’Oréal Just Bought IT Cosmetics for $1.2 Billion

Organizing our IT collection might be the best way to end the holiday weekend. #itcosmetics 📷: @thedailytay

A photo posted by IT Cosmetics (@itcosmetics) on


L’Oreal has acquired fan-favorite It Cosmetics for a reported $1.2 billion in cash.

The makeup and skin-care brand will become part of the Luxe division at L’Oreal and will continue to operate out of its Jersey City, NJ, headquarters under the current leadership team.

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“The brand has earned the devotion of its highly engaged consumers and we see potential for significant growth in the years to come,” Frederic Roze, head of L’Oreal USA, said in the statement.

Update: IT co-founder Jamie Kern Lima has addressed the sale on social media saying, “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 #crueltyfree and our commitment to #givingback in a big way will remain 100% intact and true to IT!”

5 Comments
  • Beth johnson
    Posted on

    I know IT cosmetics is crueltyfree, but loreal tests on animals. I can't buy from a company that tests on animals! Even though IT cosmetics itself will continue to be crueltyfree, they are owned by loreal. Now buying their products supports a company that isn't crueltyfree. It's about time loreal gets on board & stops testing on animals and in every country!

  • Nikki morris
    Posted on

    Omg!! I love loreal and they are top notch for drugstore. She's still Ceo but has a billion dollars? Nice... and my be loreal didn't want to feel left out because of Revlon and Elizabeth Arden lol

  • Ann in Indy
    Posted on

    Yah Jamie! You are an inspiration and I love that you offer cruelty free! Is super that you give back to charitable causes...I love so many of your products! Go Girl..be strong as you are and can be! Ann

  • jeanne620
    Posted on

    NOT happy about this. Usually, when a company is bought up like this the quality changes. It happened with Bare Minerals....the brushes are crap now but they were amazing when the company was privately owned. Now everything will get made it China and fall apart. Good for the CEO, bad for us.

  • Joanne
    Posted on

    Congratulations Jamie

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