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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141 products

2,158 reviews

63% would repurchase

Recent It Cosmetics Reviews

Concealers -It Cosmetics -Bye Bye Under Eye

on 11/24/2017 2:52:00 PM


I would give this 5 stars if the consistency wasn’t so thick. You have to warm it up between your fingers to get it to spread out more easily without having to tug at the fragile skin around your eyes. I find it definitely works best when applied with your fingers, which can be difficult if you have long nails, but it definitely covers really well, stays in place, and doesn’t accentuate any fine lines around the eyes. I use this every day before applying the rest of my makeup.

1 of 1 people found this helpful.

Pressed Powders -It Cosmetics -Bye bye pores pressed powder

on 11/24/2017 2:49:00 PM


Most It! Cosmetics products I’ve tried, I’ve loved. This just does not sit on my skin well. It looks chalky at first, but after a few minutes it does settle in ...and then it does this weird thing where it clings to my foundation and sort of bunches it together. I end up having little spots on and around my nose, and on my chin. When you try to fix it, it’s almost impossible without taking your foundation off in that area and starting over. From a distance, it does have an airbrushed look, but I find that it doesn’t last very long... maybe 30 minutes, and then I think I look even oilier after. I’ve tried using just a tiny amount, using more, using a brush instead of the applicator sponge, using over different foundations ; nothing seems to make it work with my skin. It settles into my laugh lines and makes them look way more noticeable. I hardly have lines there but this powder actually accentuates them. :( A lot of people seem to love this powder, including my best friend, but it just isn’t for me.

2 of 2 people found this helpful.

Powder -It Cosmetics -Bye Bye Pores Poreless Finish Airbrush Powder

on 11/24/2017 8:09:00 AM


I guess every product have different reaction on different type of skin. So a product cannot please everyone. life would be too easy then😉 for me that powder really worked. it hide my pore very well and matify my skin . I do agree that you have to put and need only a small amount. I have no issue with flash back picture as no one usually take picture of me when I walk down a street😉

2 of 2 people found this helpful.

Brows -It Cosmetics -Brow Power

on 11/24/2017 5:27:00 AM

The IT Cosmetics Brow Power Eyebrow Pencil is an eye brow pencil that comes in one shade: universal taupe. Unfortunately it is not quite universal for all people. This will definitely be too dark for those with light or blonde hair. This will also probably be too light for those with black hair. My other concern is that this is not a brow pencil for creating or defining brows. The tip is too wide to use for anything other than simply filling in sparse brows. So if you have brown hair, already have defined eyebrows this might work for you. My concern really comes when they market this as universal because it is not. My more detail review with swatches and also a comparison is here:

Mascara -It Cosmetics -Superhero Mascara

on 11/22/2017 1:14:00 PM


WOW! I don't say that often about mascaras, but this is an amazing mascara. Shocked by the low ratings. I'm 48 yo, and have used a ton of mascaras in the last 30+ years.. I do have a few HG mascaras from Lancome and TheBalm, and this mascara is right up there with those! One coat gives me false look lashes, and one coat combed through with a second coat added is almost too much for daytime wear, it's adds that much volume/ clumps if combed through, no smudges, and easy to remove...I received a free tube with a QVC order, and have several other mascaras to use up, but I will definitely repurchase in the future!

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