The brand everyone (and their mums, baby sisters and great aunts) are talking about – not to mention the hordes of adoring disciples who give it five coveted, Cult Beauty stars – IT Cosmetics is here to restore long-lost confidence with its collection of CC Creams and eye concealer. Borne out of one woman’s struggle to find a non-chalky, full-coverage base that would neutralise redness while cherishing sensitive skin, founder Jamie Kern Lima’s incredible journey – from news anchor to founder of one of the world’s most in-demand brands – is incredible. Now with a range spanning skin care, complexion and make up essentials (have you seen how cute their make up brushes are?), if you haven’t already declared ‘IT’ allegiance, it’s time to find out what the fuss is about.