It Cosmetics is one of those brands that has bold claims and one that also manages to deliver on said claims. It’s a relatively small collection of products that all aim to be problem-solving or skin-perfecting. Having been testing a few of the products for literally years, it was time for an It Cosmetics overview.
I’ve liked the brand for a while (more thoughts here). I first came across the brand a few years ago in New York – they have a fair few products in Sephora, and their claims of life-changing products is pretty tempting. Happily the brand has now launched into the UK (they have a website here and they’re available via Selfridges). The it in it cosmetics stands for innovative technology, which all of the products aiming to be problem-solving.
Origins of the brand
The brand was co-founded by Jamie Kern Lima, who had struggled to find a product to successfully cover her rosacea. The formulas were developed with plastic surgeons to utilise technology to act as a game-changer. The brand ethos is about instilling confidence into the customer through the use of effective & targeted products. Nothing is too ~out there~ but is an edit of everyday staples designed to enhance. The names are pretty gimmicky which feels very American in a peppy and slightly jarring way.
It’s an ace of the base situation with It Cosmetics – their base products are by far their strongest and they have an extensive range. The CC cream is spoken about a lot, and for good reason… it’s the best around. Hydrating, glow-giving and with a good dose of coverage, it’s a souped-up base that manages to look natural and still even out the skin. I also think the bye bye redness is a magical product – it’s the best I’ve ever come across for neutralising redness, which is something I struggle with on my cheeks. I discovered it in Sephora and have been obsessed ever since! Their bye bye under eye concealer is one to use if you’re looking for seriously hardy stuff – it is thick, and it is pigmented. Lastly for the base, the bye bye pores pressed powder sets everything nicely.
In terms of colour cosmetics, the range is definitely limited. The je ne sais quoi palette is a good introduction to everything with a powder, bronzer, blusher & highlighter in one.
There’s also a pretty nice range of skincare – the best pick would be the confidence in a cream moisturiser, which is heavenly stuff. They also have cleansers, eye creams and serums in the line-up.
If you’re a fan of dramatic lashes, then the superhero mascara is one to grab. It’s seriously impressive and as long as you don’t rush it (speedy application equals mascara all over the lid) it adds a lot of volume and leaves lashes looking seriously fluttery.
The five things you absolutely have to try
Your Skin But Better CC cream – link
Bye Bye Redness – link
Bye Bye Undereye Concealer – link
Superhero Mascara – link
Confidence In A Cream – link
Wearing bye bye redness on cheeks, cc cream all over, bye bye under eye concealer, bye bye pores powder through t-zone, je ne sais quoi palette on cheeks and the bronzer on lids, superhero mascara.
shop it cosmetics