Go For It with IT Cosmetics

It is International Women's Day, and what a day to find a brand like IT Cosmetics launching Go For IT, a global campaign to ignite conversation and communities to help women feel confident every day. IT Cosmetics is taking steps to bridge the economic opportunity gender gap by partnering with Kiva to match loans sought by female entrepreneurs across the world.

The world's largest campaign was inspired by a study on women’s confidence they commissioned with Eranos. It revealed that confidence is a collective, relational issue -- not a personal matter. IT Cosmetics is inviting consumers to loan as little as $25 to women business owners on International Women’s Day. IT Cosmetics will match each loan (up to $100,000 U.S. dollars) and the brand has pledged to provide $2MM by 2030 to support women-led businesses globally through Kiva.