instead of like i have a lot of makeup on. it feels silky, light, like nothing's there. it just feels like i'm not wearing anything on my face. it makes my skin look absolutely flawless, it covers up everything, and it evens out my skin tone. there's noing out there that i have found that has given me what it cosmetics has. and that is for people not to tell me, "i love your makeup," but, "i love your skin." with one step, one product, i get everything i need, and in seconds i can have flawless, beautiful looking skin and that's something i've never been able to do. (female narrator) it cosmetics' innovations made news on the today show in the new york times and the wall street journal, and it's been featured in allure, instyle, brides, marie claire, people, woman's day, family circle, and cosmopolitan. the bye bye foundation beautiful you collection was developed by jamie kern lima. as a tv news anchor, jamie struggled for years with her own skin issues, unable to find makeup that gave her the coverage and the natural look she wanted.

so jamie dedicated her life to creating real solutions. she worked with plastic surgeons and dermatologists, and she founded it cosmetics, which stands for innovative technology. she created clinically shown, anti-aging, skin loving products that give you the power to look and feel your most beautiful. watch this. hi, i'm jamie. when you see my skin right now, you might not know i suffer from acne and redness, i have hyperpigmentation all across my cheeks, which is so hard to cover. but what's truly amazing is right now i don't have on any foundation or concealer at all on my skin. i'm wearing one life changing product that's unlike anything you've ever seen before and i'm so excited to share it with you. this is my skin. i've suffered from rosacea and really, really sensitive skin for more than a decade. and i used to spend hours every single day applying heavy foundations hoping they would cover. i tried foundation after foundation,

and they either wouldn't cover or they'd be so thick they would cake and crease and crack and make me look older. that makeup would irritate my skin and clog my pores, so then my skin would get worse, so then i'd apply even more. i knew there had to be something better, so i worked with plastic surgeons and dermatologists and i created it cosmetics. i wanted to create a product so superior that it does the work for you and it's designed to give you your most beautiful skin. this is bye bye foundation. it's our revolutionary full coverage moisturizer. it's not a foundation with a little bit of skincare thrown in. it's not skincare with just a tint of color. it's something entirely new. it's a skin loving, anti-aging moisturizer that's clinically shown to make your skin look better even after you take it off. plus, it has your full coverage and your spf all in one simple step. it's truly unlike anything that's ever been done before. it can cover absolutely everything, but it looks and feels like you're wearing nothing.

and it's so skin loving you can even sleep in it. bye bye foundation will change your life and can truly reveal your most beautiful skin. i'm jamie kern lima, and i believe great makeup can give you great skin. and this is it. (female narrator) bye bye foundation is a completely new concept in cosmetics. it takes the place of your moisturizer, your anti-aging skincare, your spf, and foundation all in one. it's as easy as applying a moisturizer and it's so skin loving, you can sleep in it. the secret is 3d skin flex technology. it targets your skin issues on three levels to help correct, perfect, and protect your skin, all at the same time. on today's show, join actress and host of "the biggest loser," alison sweeney to hear jamie's story of how she developed bye bye foundation. you'll hear from women just like you who've had their lives changed by bye bye foundation. you'll see amazing demonstrations that put it to the test,

and you'll see a shocking revelation from our studio audience. and, ali, we're gonna do something that has never, ever, ever been seen on television before. are you guys ready? -yes! -okay. (female narrator) stay tuned to see how you can have beautiful, flawless looking skin at any age without having to wear foundation with the bye bye foundation beautiful you collection. would you like to have skin that looks beautiful and flawless every single day without foundation? i know i do. i want beautiful, younger looking skin, and i want coverage that doesn't look or feel like makeup. but now i can get perfect coverage that's actually good for my skin in just seconds. plus, i get my skincare and spf all in one. bye bye foundation is the first ever full coverage moisturizer from it cosmetics, developed by jamie kern lima, and we're gonna meet her and hear more about her inspirational story right now. (applause, cheering)

-hi. -hi. hi! (cheering) (alison) jamie, i am so excited to be here with you. i can't even tell you, this is so fun for me. i am so excited, too. i'm so excited about bye bye foundation. i'm so excited about this. jamie, bye bye foundation is something that's pretty much never been done before, right? i mean, you call it the world's first full coverage moisturizer. what does it mean? a lot of these products out there, they really are just makeup and then there's a couple of skincare ingredients thrown in there. a lot of times they can be drying on your skin. bye bye foundation is so, so different. teaming up with plastic surgeons and dermatologists, we literally threw everything out the window and started over from scratch. bye bye foundation, it actually starts its life as an anti-aging moisturizer. so it gives you your skincare, your spf, and your full coverage all in one step. and it's clinically shown to hydrate your skin by 79% in just 10 minutes, which is huge, this one step. also, there's peptides

that actually reduces the look of wrinkles in just ten days. bye bye foundation is spf 50+, it's uva/uvb, meaning it protects you against the rays that burn you and the rays that age you. and then also, you know, bye bye foundation, it's full coverage in that one step. we hear full coverage and you think, "oh, foundation." -it's too much. -gross, right? they crease, they crack, they're heavy, they're pancakey, they clog pores. and you can see it, you know that the person is wearing so much makeup. (jamie) exactly. bye bye foundation is not a foundation, so it goes on, it looks and feels like a weightless, hydrating moisturizer, but you're getting that full coverage if you need it. it is the quintessential beauty product. they did something that is natural, that is good for my skin. i absolutely love it. i no longer have to sacrifice great skincare or great coverage. i can have both in one simple step. it gives me the coverage that i need, but it still allows my face to be present. i'm still there. when i walk into a room, i walk in first, not my makeup. (female narrator) unlike many foundations,

bye bye foundation was developed to make your skin look younger. the innovation is the 3d skin flex technology that targets your skin issues on three levels. within the skin's surface, anti-aging peptides, hyaluronic acid, and hydrolyzed collagen infuse moisture and help correct the look of aging skin. at the surface, light diffusing pigments cover and perfect the look of your skin and flex so they move with you, and are designed not to crack or crease. and on top of your skin, broad spectrum 50+ mineral-based spf helps to protect your skin from the sun. so bye bye foundation helps to correct, perfect, and protect your skin, all at the same time. are you tired of your foundation creasing and cracking? bye bye foundation has our 3d skin flex technology with flexible pigments designed to never crease or crack. i'm gonna show you what that means for you right now. imagine this nylon band is your skin. now, on this piece of nylon band, i've applied a typical liquid foundation right here

and i've applied bye bye foundation here. now throughout the day we do a lot of talking and smiling, so our faces are constantly moving and stretching like this. and look what can happen to some foundations. we've all seen this creasing and cracking and flaking before, right? well, you don't have to settle for this anymore. bye bye foundation has 3d skin flex technology so the flexible pigments are designed to float above your skin and move with your skin and not crease or crack. so it stays fresh and radiant and natural looking no matter how much you talk or move throughout the day. the bye bye foundation beautiful you collection gives you everything you need to have beautiful, flawless looking skin every day. it is what i have on my face right now, and it has completely changed the way i do my skin routine in the morning and the way my skin looks and feels every day. you have to try it to believe it. (female narrator) discover it. love it. believe it. imagine looking up to five years younger instantly.

bye bye foundation is proven to last all day, increase skin hydration by 79% in just 10 minutes, and improve the look of your skin in just 10 days. as easy as applying a moisturizer, it's completely buildable, so it gives you the coverage you want, even camouflaging your most challenging imperfections. but it's so light you can't feel it on your skin. and it protects your skin with spf 50+ mineral-based sunscreen. bye bye foundation can cover dark spots, fine lines, pores, acne, and imperfections from view instantly. bye bye foundation comes in your choice of four skin perfecting shades. light, medium, tan, or rich. the bye bye foundation beautiful you collection also includes our super concentrated waterproof bye bye concealer to cover dark eye circles. it can cover anything, even tattoos. then, for a perfectly airbrushed look, you'll receive bye bye pores

tinted skin blurring finishing powder infused with it's amazing drops of light technology to optically blur away imperfections. and you'll receive vitality lip flush. this award winning, best selling shade gives you your lips, but better. it's your lipstick, lip gloss, lip stain, and anti-aging lip balm all in one. and get our hello lashes mascara, clinically shown to increase the look of your lash volume by over 400%. and the lash ball detailer tip allows for vertical application to separate every last lash. you could easily spend hundreds of dollars on the expensive products the bye bye foundation beautiful you collection replaces. but call or go to tryitnow.com right now to get your bye bye foundation beautiful you collection for the unbelievable low introductory price of only $39.95. that's an amazing value. plus, call in the next 18 minutes and today you'll receive two free gifts. the vitality face disc with everything you need to contour and enhance

your beauty to get lots of different looks all in one handy compact. and the most luxurious heavenly luxe complexion perfection brush for flawless airbrush application every time. that's a $48 value alone. if you don't look up to five years younger after your first use, just return your it cosmetics for a full refund. so call the number on your screen or go to tryitnow.com and get the bye bye foundation beautiful you collection and your free gifts, a total value of over $150, for just $39.95. this offer is not available in stores and may not last long, so hurry, call or click now. it cosmetics works with dermatologists and plastic surgeons to give you proven skincare with clinical results. so we spoke to one of them, dr. steven h. dayan. dr. dayan recently conducted a study where women were ranked on whether they looked better with no makeup, their regular makeup, or bye bye foundation and it cosmetics.

we had 27 women come into our office between the ages of 21 and 69. we told these women to wear your own makeup, make it like you're going out on a saturday night, look as best as you can. office th came into o and we took photographs of these women. so this is a patient who comes in wearing her own makeup. we have her take her makeup off and then we take a picture of her with no makeup. and then we take a picture of her with it cosmetics makeup. we asked over 300 reviewers, "how old do you think these women are?" it was surprising to find that when they wore their own makeup, they actually registered at 1.3 years older than their real age. and when they wore the it cosmetics brand, they looked almost 2.5 years younger. and patients in their 40s, 40s and above, when they were wearing it cosmetics makeup, they actually look five years younger than they did with their own makeup or with no makeup at all. so wearing makeup, and if you add it cosmetics, chances are you're gonna look younger than your real age. i definitely have gotten a lot of compliments since i started using this makeup, and people think i'm at least five years younger than i am, which is awesome and i'll totally take it. i'm 38 years old and i have people saying,

"you look so good," and asking what do i--you know, "what are you doing with your skin? did you get stuff done to it?" and i'm like, "no, i'm just--it cosmetics." i'm confident again, i feel beautiful again, and i feel young. people look at me and they say, "wow, you look really good." i don't tell them my age, but when they guess, it's never 50. (female narrator) discover it. love it. believe it. (applause, cheering) i am so inspired by your story and i think you should share it with everyone. all right, well, the easiest way to share it is really just to show you. so i'm just gonna take a makeup remover wipe and take my bye bye foundation off. i'm sorry, i can't believe this is happening right now. we're all real gals, right? we all have issues, but, you know, what you would probably never know-- 'cause it looks like i have-- it looks like i have great skin, right? oh, my gosh. i have hereditary rosacea and i have hyperpigmentation, so, ali, i really believe that, you know,

i have gone through all these skin issues to devote my life to creating a solution to them. so i worked with plastic surgeons and dermatologists to create something i believe is an entirely new category, and this is it. we developed bye bye foundation. it's literally in one step you have coverage and you're done. it's as easy as putting on a moisturizer. -i can do that. -right? i think i can handle that. and, look, it's so light, it feels like nothing, and when you smooth it on your skin, i'm not even using a mirror, i'm just smoothing it on, and you're getting your anti-aging skincare, you're getting that full coverage, right? especially if you need it, you're getting the 3d skin flex technology, so it's never gonna crease or crack. and you're getting your spf, it's so simple. it's like if you apply your moisturizer, it's that easy and it's done. so that's it. oh, my gosh, ladies, look at her. (applause, cheering) (jamie) it's easy. (alison) i can't believe just how great-- you can't do that with makeup. yeah, well, it's not makeup, that's the thing,

it's a full coverage anti-aging moisturizer. it's a product that just does the work for you and then it gives you your most beautiful skin. bye bye foundation has really been my holy grail. ever since i started using it, it has changed my skincare routine, my makeup routine. it's such an amazing product, amazing. bye bye foundation is my favorite because it's silky on my skin, it feels like nutrients going on, and it's covering my hyperpigmentation and sunspots, which i love. i couldn't find anything that would cover like full coverage but feel light. bye bye foundation doesn't have that heaviness and that thickness, and it doesn't settle in the cracks and creases. it moves with your skin. let me show you how bye bye foundation compares to typical foundations. so i'm using an orange because it's similar to your skin with dimples like pores. and i've applied these spots right here, they're representing different skin issues we have. so these blue dots right here, they show dark shadows that we can get around our eyes or any veins that you wanna cover.

now let's say you have broken red capillaries or redness or rosacea the way i do. these red dots, they represent that. these brown dots will represent dark spots or hyperpigmentation. and here's what happens with other products you might use on your skin. first, i'm going to apply a popular bb cream. so you can see as i start to apply, i'm getting a little bit of coverage, but those spots are coming through, and as it ends up, it's really not covering much. and here's a very expensive high end foundation. it costs more than our entire kit. and you can see as i start to apply, still those spots are coming through. but now bye bye foundation is gonna cover it instantly. watch this. i'm applying the exact same amount. you just need a little bit and bye bye foundation instantly covers. it's like, "bye bye, spots altogether."

and look at the pores of the orange with bye bye foundation. they look so much smaller, almost like they've disappeared. so "bye bye, imperfections," and, "hello flawless looking skin." (female #1) i am the editor in chief of new york city's hottest beauty and fashion magazine, bella new york city. we try hundreds of products because we really want to tell our readers, like, what the best is in the marketplace. and the only brand that has ever made it onto the bella beauty award list every single issue has been it cosmetics. i've never, in the history of bella magazine or any of my work in beauty, have i ever found a product that works as well. now it's time to say "bye bye" to heavy foundation, "bye bye" to morning skincare, "bye bye" to your daily sunscreen, and "bye bye" to dry skin, the look of blemishes, scars, dark spots, birth marks, and redness. here's how you can say hello to beautiful looking skin with the bye bye foundation beautiful you collection right now. (female narrator) call or go to tryitnow.com

to get your bye bye foundation beautiful you collection from it cosmetics, with everything you need to look up to five years younger instantly. you'll get bye bye foundation in your choice of four skin perfecting shades. light, medium, tan, or rich. with 3d skin flex technology to help correct, perfect, and protect your skin. the bye bye foundation beautiful you collection also includes our super concentrated waterproof bye bye concealer to cover dark eye circles. it can cover anything, even tattoos. and for that perfect airbrushed finish, you'll receive bye bye pores tinted skin blurring finishing powder. and you'll complete your look with award winning vitality lip flush and hello lashes mascara. you could easily spend hundreds of dollars on the expensive products the bye bye foundation beautiful you collection replaces. but call or go to tryitnow.com right now to get your bye bye foundation beautiful you collection for the unbelievable low introductory price

of only $39.95. that's an amazing value. plus, call in the next 12 minutes and today you'll receive two free gifts. the vitality face disc with everything you need to contour and enhance your beauty. and the most luxurious heavenly luxe complexion perfection brush. if you don't look up to five years younger after your first use, just return your it cosmetics for a full refund. so call the number on your screen or go to tryitnow.com and get the bye bye foundation beautiful you collection and your free gifts, a total value of over $150, for just $39.95. this offer is not available in stores and may not last long, so hurry, call or click now. discover it. love it. believe it. they were saying, "you have perfect skin." and that just feels so nice to hear because i do feel like it's perfect skin, but really i am hiding a few blemishes that just no one knows 'cause it looks so good. a friend i see all the time actually complimented me on my skin, like,

"wow, your skin looks great." and i just thought, "it's what they said would happen," and it actually did. there's nothing out there that i have found that has given me what it cosmetics has. and that is for people not to tell me, "i love your makeup," but, "i love your skin." we spoke recently with dr. elizabeth callahan, a board certified dermatologic surgeon consistently ranked one of the top dermatologists in the nation. with bye bye foundation, not only are you getting a full coverage product, but you're actually using something that's gonna improve the tone and texture of your skin. the ingredients in bye bye foundation are quite significant. they help reduce pore size, the appearance of fine lines, and the discolorations that we see in skin, brown spots and red spots. it's a true protective physical based sunscreen, spf 50. and those, in my opinion, are the best forms of sunscreens. as a cosmetic dermatologist, as a clinical dermatologist, as a surgeon, bye bye foundation is the first product i've ever found that is truly a one step product.

and when you apply this product, your skin looks lifted, it's luminous, it's fresh. this product is absolutely incredible. ♪ (applause, cheering) i have a surprise for you. okay, not a single woman in this entire audience is wearing foundation, but they are all getting their full coverage and they're getting their most beautiful skin with bye bye foundation, and they're getting confidence, which is huge. and, ali, we're gonna do something that has never, ever, ever been seen on television before. -are you guys ready? -yes! okay, they're gonna show the world how bye bye foundation is giving them their most beautiful skin ever. -you ready to reveal? -yes. -let's do it. -what? wow! (jamie) they're removing their bye bye foundation and they're revealing their skin so you can see for yourself that bye bye foundation really does cover skin issues for all skin types. i want you to see that bye bye foundation will work for you, so you can get the confidence

that comes with your most beautiful you. (alison) jamie, i can see how emotional you are about this. can we talk to you for a second? everyone in the audience, we all have different issues, everyone at home. you're so beautiful and, like, i'm watching your eyes and the confidence in your eyes. you would never know that you have redness the way i do. yeah, how do you feel? beautiful. mm, yeah, you are beautiful. can we put it back on? (laughter) (jamie) and it's so easy, right? also, like, the most truly amazing thing is watch how quickly and easily they can reapply bye bye foundation. like you can apply it just like a moisturizer, in under a minute. watch this. (alison) all right. everyone's doing it without a mirror. (jamie) i know, and no mirror! (alison) like it's just so easy, right? (jamie) you don't need a mirror. bye bye foundation, it's not makeup. it's a full coverage anti-aging moisturizer. it's not foundation with a little bit of skincare thrown in. it's not skincare with a tint of color. it's something entirely new. you know, for every woman out there, like me, like all of us,

if you have acne or you have redness or dark spots, whether you need a lot of coverage, it's not about concealing, it's about revealing your most beautiful you, and your most beautiful skin ever. you deserve it. (applause, cheering) aw. (female narrator) imagine looking up to five years younger instantly. bye bye foundation is proven to last all day. increase skin hydration by 79% in just 10 minutes, and improve the look of your skin in just 10 days. as easy as applying a moisturizer, it's completely buildable, so it gives you the coverage you want, even camouflaging your most challenging imperfections. but it's so light you can't feel it on your skin. and it protects your skin with spf 50+ mineral-based sunscreen. bye bye foundation can cover dark spots, fine lines, pores, acne, and imperfections from view instantly. the secret is 3d skin flex technology.

developed with plastic surgeons and dermatologists, it targets your skin issues on three levels. within the skin's surface, anti-aging peptides, hyaluronic acid, and hydrolyzed collagen infuse moisture and help correct the look of aging skin. at the surface, light diffusing pigments cover and perfect the look of your skin and flex so they move with you, and are designed not to crack or crease. and on top of your skin, broad spectrum 50+ mineral-based spf helps to protect your skin from the sun. so bye bye foundation helps to correct, perfect, and protect your skin, all at the same time. bye bye foundation comes in your choice of four skin perfecting shades. light, medium, tan, or rich. the bye bye foundation beautiful you collection also includes our super concentrated waterproof bye bye concealer to cover dark eye circles. it can cover anything, even tattoos. then, for a perfectly airbrushed look, you'll receive bye bye pores

tinted skin blurring finishing powder infused with it's amazing drops of light technology to optically blur away imperfections. and you'll receive vitality lip flush. this award winning, best selling shade gives you your lips, but better. it's your lipstick, lip gloss, lip stain, and anti-aging lip balm all in one. and get our hello lashes mascara, clinically shown to increase the look of your lash volume by over 400%. and the lash ball detailer tip allows for vertical application to separate every last lash. you could easily spend hundreds of dollars on the expensive products the bye bye foundation beautiful you collection replaces. but call or go to tryitnow.com right now to get your bye bye foundation beautiful you collection for the unbelievable low introductory price of only $39.95. that's an amazing value. plus, call in the next six minutes and today you'll receive two free gifts. the vitality face disc with everything you need to contour and enhance

your beauty to get lots of different looks all in one handy compact. and the most luxurious heavenly luxe complexion perfection brush for flawless airbrush application every time. that's a $48 value alone. if you don't look up to five years younger after your first use, just return your it cosmetics for a full refund. so call the number on your screen or go to tryitnow.com and get the bye bye foundation beautiful you collection and your free gifts, a total value of over $150, for just $39.95. this offer is not available in stores and may not last long, so hurry, call or click now. the bye bye foundation is my favorite product i've ever found in my life. it just feels like i'm not wearing anything on my face. it makes my skin look absolutely flawless. it covers up everything and it evens out my skin tone. i love it because it does not get into creases in my skin or my wrinkles. it feels so light. jamie makes ordinary women feel extraordinary.

and i love that she created something for the ordinary woman to look and feel her very best. bye bye foundation! bye bye foundation. bye bye foundation. (female narrator) the preceding was a paid presentation for the bye bye foundation beautiful you collection from it cosmetics by jamie kern lima. brought to you by guthy renker.

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