It Cosmetics

ITCosmetics (IT stands for "Innovative Technology") was founded in the US by Jamie Kern Lima. Offering cruelty-free hybrid products of skin care and makeup, It launched in 2008, and later in Canada in 2009. Currently headquarted in New Jersery, IT Cosmetics was aquired by L'Oreal USA in 2017.

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155 products

2,524 reviews

62% would repurchase

Recent It Cosmetics Reviews

Sunscreen -It Cosmetics -ANTI-AGING ARMOUR

on 1/17/2019 1:46:00 PM


I bought this thinking it would be a good replacement for my under-makeup SPF staple, Bare Minerals Prep Step mineral spf 50 (which was discontinued) - I was looking for a moisturizing, light, sheer, primer type product with a high mineral spf that I could wear under makeup. This should really be marketed as a tinted moisturizer, because there is a lot of pigment in this product that gives the finish of almost a medium coverage foundation. I did not mind the color (it happened to be a good match to my skin tone), but because this is marketed as a primer/moisturizer with SPF, people are going to be using it for the SPF which requires you to put more than just a dab on your face. This resulted in a really dry, aged look (at least for me). My skin is already dry and when I wore this I looked about 10 years older. Not cool.

The good things about this: simple but convenient/effective packaging, did not irritate my super sensitive skin (although there are a million ingredients), SPF 50, and probably some decent antioxidants. Other than that, it wasn't what I was looking for.

2 of 2 people found this helpful.

Concealers -It Cosmetics -Bye Bye Breakout Full Coverage Treatment Concealer

on 1/16/2019 1:39:00 AM


Great coverage, easy to apply but it oxydises 1 to 2 shades darker.

BB Cream -It Cosmetics -Your Skin But Better CC+ Cream Oil-Free Matte w/ SPF 40

on 1/12/2019 10:44:00 PM


I love the coverage. But my skin reacts to it with the middle of my nose getting bumpy.

Treatments (Eye) -It Cosmetics -Confidence in an Eye Cream

on 1/12/2019 11:35:00 AM

I'm surprised by how much I like this cream. I'm always looking for a good eye cream that brightens and won't lead my concealer to crease. I've tried so many, and even creams that aren't for eyes specifically, and this one scores really high. When applied it feels only moderately moisturizing, but to my surprise it really helped my concealer go on more smoothly and gave an overall brighter look to my eyes. Based on the ingredients I don't think it's the ultimate in terms of anti-aging (if that's what your looking for) though it does have some nice moisturizing ingredients (shea butter, squalane). The price seems reasonable for the amount in the jar, and a little goes a long way.

1 of 1 people found this helpful.

BB Cream -It Cosmetics -Your Skin But Better SPF 50 CC Cream

on 1/12/2019 11:29:00 AM


I really like this although it has some cons. First of all the shade range is awful, I’m quite pale and the lightest shade (fair) is way too dark and yellow so I have to mix a white foundation with it so it’ll match me. Other than that and the fact that it’s somewhat expensive, it’s a very good cc cream.

For a cc cream it has a lot of coverage and it’s also quite thick but I still find it easy to blend and it does look good on the skin while feeling comfortable. It lasts a decent time on my combo skin, my t zone does get a bit oily though out the day but it’s no big deal to me since it doesn’t wear off. I don’t even set it every time and it still works well. I’m very happy with this product and will probably repurchase!

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