Cosmetics on QVC? What Happened to IT Cosmetics Full Story

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Your Questions, Answered

IT Cosmetics quietly stepped back from QVC after years as one of the channel’s best-selling brands. The shift followed L’Oréal’s acquisition of IT Cosmetics in 2016 and a broader retail strategy that moved the brand toward Ulta Beauty, Sephora, and its own website. QVC still carries some IT Cosmetics products, but the days of Today’s Special Value deals are largely gone.

If you’ve been searching for IT Cosmetics on QVC and coming up empty, you’re not alone. Thousands of loyal fans have asked the same question: what happened to IT Cosmetics on QVC?

For years, QVC was the home of IT Cosmetics. Founder Jamie Kern Lima built the brand almost entirely on the QVC platform, selling out CC creams, foundations, and skincare products in record time. The partnership felt permanent—until it didn’t.

This article breaks down exactly what happened, why IT Cosmetics pulled back from QVC, and where you can shop the brand today. Whether you’re chasing a favorite foundation or just want answers, we’ve got you covered.

What Was the IT Cosmetics and QVC Partnership All About?

IT Cosmetics launched on QVC in 2010, and the relationship changed everything for the brand.

Jamie Kern Lima, who co-founded IT Cosmetics, appeared on QVC herself to demonstrate and sell her products. Her on-air presence was authentic, emotional, and incredibly effective. Customers responded—and sales exploded.

The brand became one of QVC’s top-selling beauty lines. Products like the CC+ Cream and Bye Bye Under Eye concealer became cult favorites, largely because QVC gave them a platform to shine. The shopping channel’s format—live demonstrations, host testimonials, and limited-time deals—was perfectly suited to IT Cosmetics’ “skin that looks like skin” philosophy.

At its peak, QVC IT Cosmetics sales were a major driver of the brand’s revenue. That’s what makes the brand’s quiet retreat from the channel so surprising to longtime fans.

What Happened to IT Cosmetics on QVC?

The L’Oréal Acquisition Changed Everything

The turning point came in 2016. L’Oréal acquired IT Cosmetics for $1.2 billion—one of the largest beauty brand acquisitions in history at the time. It was a massive win for Jamie Kern Lima and the team she’d built.

But with L’Oréal came a new retail strategy. Large conglomerates typically push their brands into broader distribution—think Ulta Beauty, Sephora, department stores, and direct-to-consumer websites. QVC, while powerful, serves a specific and somewhat older demographic. A brand under L’Oréal’s umbrella needed wider reach.

Gradually, IT Cosmetics on QVC shifted from a primary sales channel to a secondary one. New product launches started appearing first at Ulta Beauty and on the IT Cosmetics website. QVC’s role shrank.

Desiree Zirolli and Shifting Brand Faces

Another change fans noticed was the reduced presence of familiar faces. Desiree Zirolli, who became closely associated with IT Cosmetics on QVC after Jamie Kern Lima stepped back from regular appearances, built a loyal following of her own.

The question of Desiree Zirolli leaving IT Cosmetics has circulated widely in fan communities. While there’s no official confirmed statement about a formal departure, her on-air appearances on QVC became less frequent as the brand’s QVC presence diminished overall. Fans who followed her closely felt the shift personally—she was a trusted face who made the products feel real and relatable.

Does QVC Still Sell IT Cosmetics?

Yes—but in a much more limited capacity. QVC does still carry some IT Cosmetics products, but the days of frequent Today’s Special Value events and full product launches appear to be behind us.

If you search QVC’s website today, you’ll find a reduced selection compared to IT Cosmetics’ earlier presence on the channel. The brand’s main retail home has shifted to Ulta Beauty, where IT Cosmetics now has a strong in-store and online presence.

Where Can You Buy IT Cosmetics Now?

If you’re missing your QVC IT Cosmetics haul, here’s where to shop the brand today:

Ulta Beauty – The biggest retail partner for IT Cosmetics. Both in-store and online.
IT Cosmetics website – Full range, exclusive bundles, and regular sales.
HSN – IT Cosmetics has appeared on HSN as an alternative TV shopping channel.
Amazon – Select products are available, though it’s worth buying from verified sellers.
Sephora – Carries a curated selection of IT Cosmetics bestsellers.

So while the QVC IT Cosmetics partnership has cooled, the products themselves are more accessible than ever.

Will IT Cosmetics Come Back to QVC?

That’s the question fans keep asking: when will IT Cosmetics be on QVC again?

There’s no official announcement confirming a return or a permanent exit. Brands occasionally revisit QVC for special events or limited runs, so a full comeback isn’t impossible. But based on the direction IT Cosmetics has taken since the L’Oréal acquisition, a return to QVC as a primary sales channel seems unlikely.

For now, the best bet is to follow IT Cosmetics on social media and sign up for their email list—that’s where new launches and sale events get announced first.

Reference Links: We like

ULTA Beauty – Chanel Makeup
Allure – Chanel Beauty Boutique Shopping Experienc
InStyle – Best Chanel Beauty Products Guide
Teen Vogue – Chanel Beauty Retail Expansion
Reddit Beauty Discussion – Chanel Availability at Retailers
Wikipedia – Chanel Beauty & Cosmetics Overview
Wikipedia – Sephora Company Overview

Your Questions, Answered

What happened to IT Cosmetics on QVC today?

IT Cosmetics significantly reduced its QVC presence following L’Oréal’s $1.2 billion acquisition of the brand in 2016. The brand shifted its retail focus to Ulta Beauty, its own website, and broader traditional retail. QVC still carries some IT Cosmetics products, but the brand’s primary home has moved.

Does QVC sell IT Cosmetics anymore?

Yes, QVC still lists some IT Cosmetics products, but the selection is much smaller than it once was. The brand’s most comprehensive range is now available at Ulta Beauty and on the IT Cosmetics website.

When will IT Cosmetics be on QVC again?

There’s no confirmed date or announcement for a major IT Cosmetics return to QVC. The brand occasionally appears for special segments, but a full-scale return to regular QVC programming has not been confirmed.

What happened to Desiree Zirolli and IT Cosmetics?

Desiree Zirolli was a well-known IT Cosmetics presenter on QVC who built a dedicated fan base. As IT Cosmetics’ QVC presence declined, her on-air appearances became less frequent. There has been no official public statement confirming her departure from the brand.

Is IT Cosmetics on HSN?

IT Cosmetics has appeared on HSN as an alternative to QVC. If you’re looking for a TV shopping experience with IT Cosmetics products, HSN may be worth checking.