American beauty-products brand IT Cosmetics has entered Thailand with a presence at the Sephora store in Bangkok.

IT Cosmetics co-founder/CEO Jamie Kern Lima flew in from the US to attend the brand’s launch at the Oriental Residence, where she was joined by Thai celebrities and beauty writers including Pimpisa Chomanan and Pichamon Chomanan, Kerika Chotivichit, Orachat Laohaphol, Parva Nakasai, Shaya Na Nakorn, Panitta Sornthaiteva and Kamonporn Wongrukmit.

White and pink balloons decorated the venue where an IT team gave demonstrations and Lima shared beauty tips.

She told guests she had launched her business after an incident when she worked as a TV news anchor. During a live broadcast she had wiped her brow, unwittingly scraping off her makeup. This made her determined to create a makeup line that would stay in place.

Lima said she had spent much of her adult life trying to conceal hereditary rosacea and hyperpigmentation, but every option failed. In 2008, she partnered with skin experts, plastic surgeons and dermatologists to formulate an innovative makeup range, and IT Cosmetics was born.

“I won’t launch a new product unless I believe wholeheartedly that it will change the lives of women and their skin, all the while empowering them to feel their most confident,” said Lima. “I believe every woman is beautiful, and I believe every woman deserves to look and feel her most beautiful.”

With their coverage, durability and smooth texture, IT products are suited to hot climates as in Thailand. The most popular product is Colour Correcting Full Coverage Cream, which is eight products in one – foundation, sunscreen, brightener, colour corrector, anti-ageing serum, pore-minimising primer, dark-spot corrector and moisturising day cream.