: The brand was integrated into L'Oréal Luxe , joining other high-end names like Lancôme , Kiehl's, and Urban Decay .
: A major driver for the deal was IT Cosmetics ' dominance on QVC , a television shopping channel where L'Oréal previously lacked a strong foothold. The Founder's Journey: Jamie Kern Lima l oreal buys it cosmetics
The acquisition is widely cited as one of the most successful entrepreneur stories in the beauty industry: L'Oréal signs agreement to acquire IT Cosmetics : The brand was integrated into L'Oréal Luxe