When IT Cosmetics says “beauty problems solved,” they’re not lying.

IT Cosmetics – the revolutionary beauty brand that will soon be taking over the shelves at Ulta  – started with a 10-minute spot on the QVC home shopping channel. Today, it’s one of the most successful beauty brands, and Jamie Kern Lima – the first female CEO of any of L'Oréal's brands – is the woman we owe many thanks.

IT, which stands for “Innovative Technology,” describes Lima’s goals for the brand, which is to create products that make women feel like the most confident versions of themselves with the best, skin-loving products. And since the brand’s CC Cream and Superhero Mascara have become a part of our personal identity, we can safely say that these products really do work wonders.

Just recently, the brand announced over 50 new fall launches that tackle nearly every beauty problem ranging from dark circles and dull skin to acne and blemishes. As sad as we are to narrow down our faves to 10, click through to see some of the best products from the new “Bye Bye” Fall collection.