IT Cosmetics And ULTA Beauty Partner On First-Ever Prestige Retailer Brush Collaboration

IT Cosmetics and ULTA Beauty announced an exclusive partnership with the launch of a first of its kind makeup brush co-brand, IT Brushes for ULTA.

Known for problem solving, skin-loving prestige cosmetics and unparalleled luxurious quality makeup brushes, IT Cosmetics partnered with the nation's largest beauty retailer, ULTA to craft an exclusive offering of three unique and distinct makeup brush collections, featuring a total of 56 custom-cut brushes plus nine brush sets.

All 56 Brushes!!!

All 56 Brushes!!!

Providing sophistication and practicality for all women, from the beauty guru to the makeup novice, these 100% cruelty-free, animal-free brush collections utilize cutting-edge innovative technology and craftsmanship and aim to revolutionize the way women across America apply their makeup, no matter which brand of makeup they choose.


"This is the first co-branded strategic collaboration for IT Cosmetics and we're so very proud that it's with ULTA Beauty," says Jamie Kern Lima, Co-Founder and CEO of IT Cosmetics®. "This amazing and exciting new launch of IT Brushes for ULTA not only grows and enhances our existing relationship with ULTA Beauty, but most importantly it allows us to provide women across the country with access to exquisite and superior quality brushes that give her the great makeup results and ease of use that she deserves. Our promise is that these brushes will do the work for you - no matter what brand of makeup you wear, your makeup and skin will instantly look more flawless."

"ULTA Beauty's collaboration with IT Cosmetics is a best in class example of our commitment to collaborating with the top beauty brands to deliver our customers innovative and exclusive products only we can offer," said Janet Taake, chief merchandising officer, ULTA Beauty.  "IT Brushes for ULTA boast the exceptional design and superior quality making them an essential beauty must-have that will surely excite our guests."

The IT Brushes® for ULTA collection can be experienced in-store at the new IT Brush® Boutique in ULTA Beauty doors as well as online through a dedicated microsite brand page featuring enhanced video content, tips and education by visiting

OMG BRUSHES. But first, the photo opp with Jamie Kern Lima and then we'll talk brushes and IT Cosmetics. 


IT Cosmetics was developed with leading plastic surgeons to resulting in innovative problem-solving makeup and skin care 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!

Jamie herself suffers from Rosacea, Sparse Brows, Hyperpigmentation and problematic-skin and 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 was an award winning TV News anchor. She also graduated Valedictorian from Washington State University and received her MBA from Columbia Business School.  We LOVE smart women! 


The assortment of IT Brushes for ULTA features three distinct and exclusive collections: the AIRBRUSH Essentials Collection, the LIVE BEAUTY FULLY™ Inspired Collection and the VELVET LUXE™ Blurring Collection. The full brush assortment features a total of 56 custom-cut brushes from foundation paddle brushes to powder kabukis, plus 9 signature travel brush sets designed to suit every need. The newly installed and dynamic, fully lit IT Brush Boutiques will also be comprised of special endcap fixtures where the top 12 "Must-Have" brushes will be featured and promoted.

I can't wait to get all of these brushes in my pro and personal kit!  The VELVET LUXE™ Blurring Collection is like nothing else I've ever felt before. These are the hi-def, red carpet brushes that will get you blended like a pro, even if you're not. 

Check out these swatches of foundation using the IT Brushes vs other methods. The findings: the smooth even side, that;s the IT Brush. Everything else is a streaky hot-mess. 


The full IT Brushes for ULTA assortment will be available NOW in 500+ ULTA Beauty stores, as well as online at  

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