On the product side, the company is branching out into skin care - launching its first product, Confidence in a Cream, in January, with a full, problem-solution-focused line on the way. Since those days, IT has expanded its distribution though Ulta, Sephora and Guthy-Renker. “I was like ‘no one can see me, I’m tough.’” “I remember one time in the Sephora corporate offices trying to get to the bottom of the elevator and out the lobby and onto Market Street - out those doors - as quickly as I could because I started to feel tears coming down,” Lima said. She and husband Paulo didn’t pay themselves for the first three years, and despite no after no, Lima continued to approach potential partners. So we literally had a struggling actress live in our home, in our apartment, which was our office, rent-free, in exchange for working 20 hours per week packing customer orders in our living room,” Lima said. “I remember the time when we needed to hire a second employee but couldn’t afford it. After that, she hired one of her bridesmaids, pulled together an advisory board of plastic surgeons and dermatologists, and channeled funds toward research, development and product. She then identified the white space for problem-solution makeup that IT Cosmetics has grown to fill, and wrote the business plan on the flight to her honeymoon, she said.
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