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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151 products

2,323 reviews

62% would repurchase

Recent It Cosmetics Reviews

Concealers -It Cosmetics -Bye Bye Undereye Illumination

on 4/24/2018 1:06:00 AM


I have incredibly sensitive eyes and was really pleased this pleased it didn't make my eyes run or give my sensitive skin a rash.
It's also so thick you could probably spackle all the walls of your house with it.
It gave full coverage, after I put on some colour corrector. It gives way better coverage than any other concealer I've had and the travel tube will probably last me 2 years. And absolutely brightened things up.
No, it did not cover my fine lines - NOTHING COVERS FINE LINES. Wear those lines with pride, people! You earned them!
But it did not accentuate them either.

1 of 1 people found this helpful.

Mascara -It Cosmetics -Superhero Mascara

on 4/24/2018 12:58:00 AM


It's really, really lengthening. I loved the results. but when I put it on, even very carefully, with hand mirror below, eyes down, ziggging up, slowly... it's so wet I'd always get some on my eyeshadow and have to do repair work. :(

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

on 4/24/2018 12:54:00 AM


I only use it for "heavier" make up nights/days. It works incredibly well. I use such a small amount. No creeping, no edging, just a very good product. Not drying. No rash (sensitive skin).

2 of 2 people found this helpful.

Pressed Powders -It Cosmetics -Bye Bye Redness Erasing Correcting Powder

on 4/23/2018 1:39:00 PM

I have a lot of redness and a few brown spots on my face so I tried this. It is supposed to be full coverage and it was, but I needed
to go over my red areas a few times with my brush to achieve this. My skin is light-medium so I got the Light Beige, which was fine, I would need a darker shade in summer though.

This covers well, but looks slightly cakey because I had to apply it more heavily. Maybe the included ponge pad would give heavier coverage. I had to use a separate concealer for my brown spots, as the coverage is really only meant for redness.

This has nice packaging--a sturdy compact with mirror and compartment for pad. I am not a fan of powder foundation, because they usually take more work to cover for my oily skin than liquid ones, especially in summer, but this one is very good, so I'll keep it for casual makeup in cool weather, but don't think I'd rebuy, because it's expensive and I won't use it every day.

Bronzers -It Cosmetics -Liquid CC Cream

on 4/22/2018 11:05:00 PM

Too orange. Too glittery. And just too wrong for my yellow skin undertone! You know how you rub mud on your face, well this was glittery mud and not a nice shade of mud! I love the CC creams and own the Light shade but it’s scientists were on drugs when they made this. Not recommended!

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