Bye Bye Under Eye Launched the it Cosmetics Empire

Written by on December 19, 2017 in Cosmetics and Makeup, in the news, Rosacea Skin Care with 5 Comments



A recent article in Vanity Fair highlights Bye Bye Under Eye from It Cosmetics as the product that launched Jamie Kern Lima’s journey to create a billion dollar beauty brand.

Of interest to roacea sufferers is that fact that Kern-Lima’s struggles with covering up her stubborn rosacea lead to the creation of the concealer, and this first product lead to the creation of her successful cosmetics brand.

it Cosmetics was sold to L’Oreal for $1.2 billion in 2016. L’Oreal was previously one of the parent companies of the rosacea heavyweight Galderma before Nestle purchased the controlling stake owned by L’Oreal.

It isn’t clear how an under-eye concealer would be considered a front line treatment for rosacea given that typically rosacea redness is not experienced underneath sufferers’ eyes, but Bye Bye Under Eye is promoted as a “full-coverage concealer”.

How to Build A Billion Dollar Beauty Brand in 8 Years

Jamie Kern Lima, the co-founder and CEO of it Cosmetics, has been flying high lately. Despite being recognized as one of the most powerful women in the industry (she was recently honored as one of “Night of the Stars” at the Fashion Group International awards, was named one of Forbes 60 Most Successful Self-Made Women this year, above Taylor Swift and Beyoncé, no less, and is extremely active in charity work), she knows how to stay grounded.

Kern-Lima’s story is truly a self-made American dream. While working as a TV anchor, she had a need—to cover up her very stubborn rosacea—for makeup that would stay on during “air-time.” It was only 9 short years ago that she started her company with a life-changing concealer, and it is with this one product, you can honestly say, that she has transformed what we now know as, “before and after”.

Despite two years of countless “no’s” from investors and retailers, she was not discouraged because, in her gut, she believed that “the power of the people was greater than the people in power.” She was able to prove herself right when she got her first 10 minutes of “yes” at QVC, bravely baring her rosacea-prone face in order to show just how well her Bye Bye Under Eye Concealer worked. In ten minutes, she sold out 6000 units—and the rest is history.

Bye Bye Under Eye Concealer

Bye Bye Under Eye Product Page


Developed with plastic surgeons, this best-selling, award-winning, cult-favorite waterproof concealer delivers highly pigmented, long-lasting coverage that won’t crease or crack.

Infused with high-performance pigments and anti-aging peptides, vitamins, hydrolyzed collagen, hyaluronic acid and antioxidants, the game-changing formula improves the appearance of wrinkles and effectively conceals the look of skin imperfections including dark circles, bags, redness, hyperpigmentation, broken capillaries, age spots and discoloration.

Finally, a multitasking, full-coverage concealer that makes your skin look younger!

But Does it Work?

All well and good to find a product that is from a fellow rosacea sufferers, but does it actually work as a concealer? Please let us all know in the comments below.

Amazon Link: it Cosmetics and Bye Bye Redness.

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About the Author: David Pascoe started the Rosacea Support Group in October 1998. .

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5 Reader Comments

  1. Sarah-Jane says:

    I’ve been using Bye Bye Redness and it is FANTASTIC!! I am now on board with all of her products!! Awesome coverage, not heavy or cakey, no colour matching to be done. Super awesome product!! I have used the bye bye undereye also. It is just as good!! Sometimes I don’t put anything close to met eye area. The bye bye redness blends well enough I don’t always need to.

  2. Kristy says:

    I use this entire line of cosmetics and it works! I use the cc cream and bye bye redness and it changed my life. It covers my redness. It’s the only thing that works for me. I was soooo frustrated and spent hundreds of dollars on products that didn’t work. Love this brand.

  3. Comment via facebook post.

    ” I use bye bye redness cc cream as a foundation and it works. I’ve had rosacea for 8 years now and have tried everything under the sun, naturally I’m very excited about this cosmetic line, IT.”

  4. “Bye Bye Redness is amazing. I prefer the correcting cream over the powder, but they both really knock out the red.”

    “CC cream caused me to breakout but the IT Bye Bye Redness correcting cream is amazing!!”

    “I’ve tried the CC cream and it’s a bit too thick for me”

    “Love the cc+ cream.. can’t wait to try the “bye bye under eye””

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