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Thursday, August 21, 2014
~By Regina Pinder-Smith
On Friday, August 21, 2014, at 7:17 a.m. EST, ULTA announced that IT Cosmetics® is launching an entire series of new and improved, superior quality makeup brushes for personal and professional usage, developed exclusively for ULTA patrons. The new brush collections scheduled to become available in ULTA stores nationwide on August 31, 2014, are anticipated to feature 60 additional hi-impact cruelty-free, anti-bacterial, custom-cut, makeup brushes and kits to suit every need and flawlessly finish any makeup brand without shedding!
Three complete brush collections and a variety of brush sets have been revealed- your "12 Must Haves," if you’re looking for essentials, "The Airbrush Essentials Collection," if you don't know where to start, The Velvet Luxe Blurring Collection, if you're seeking a little luxury, "On-the-Go" brush sets, if you're always on the go, and the "Live Beauty Fully™ Makeup Brush Collection," if you're inspired to give back.
"To Live Beauty Fully™ is to give beautifully," says Jamie Kern-Lima, Founder and CEO of it Cosmetics, and "For every Live Beauty Fully™ brush purchased, IT Cosmetics® will donate one brush to the Look Good, Feel Better® program to help women face the effects of cancer with more confidence."
Ms. Kern and her brand are no strangers to philanthropy. IT Cosmetics® already donates one of its Brow Power Universal Eye Brow Pencil to the Look Good, Feel Better® program for every Brow Power Universal Eye Brow Pencil purchased at ULTA.
And, because Ms. Kern's paraben-free, phthalate-free IT Cosmetics® line is also cruelty-free, all of the new brushes are designed with the award-winning, IT Cosmetics® Heavenly Luxe® ultra soft, synthetic hair.