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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154 products

2,503 reviews

62% would repurchase

Recent It Cosmetics Reviews

Concealers -It Cosmetics -Bye Bye Under Eye Concealer

on 12/14/2018 11:35:00 PM


This does nothing for me. I prefer NYC brand concealer to this. It does not stay on and it appears to be see through. I am really just not a fan of this formula, has no staying power.

Cleansers -It Cosmetics -Confidence In A Cleanser

on 12/12/2018 10:51:00 PM


I'm echoing what's already been said: good cleanser, but not something I'd justify for the price. I got this in a Sephora holiday skin care set, which was a decent deluxe size. This lathers well, smells minty/citrusy, and leaves my face feeling pretty clean when used with my Clarisonic/Luna. Not sure I'd buy the full size if I ran out, I have yet to use any of the additional products in this line so perhaps that could sway my opinion to repurchase again, but overall a nice cleanser!

1 of 1 people found this helpful.

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


I love this cc cream in the fall and winter, when my t-zone dries out. I find the coverage to be on the full side, I only need half a pump on my beauty blender to get a nice, even finish. I have this in light-medium and I find the color to be great match-wise. I haven’t had any issues with oxidation or settling into fine lines either. Pre-application, I use Becca’s First Light primer, and after application, I set it with a big, fluffy brush and loose powder. I like the pump mechanism as it’s hygenic. Personally, I think iYour Skin But Better is a worthy investment as it’s become more of a difficult task to find reliable coverage for my perimenopausal skin and this works quite nicely for me in the colder months.

Concealers -It Cosmetics -CC+ EYE Color Corrector Full Coverage Cream

on 12/1/2018 11:46:00 AM


I am 51 with dark blue under eye circles, crepiness, and puffiness. These problems are new in the past year and making me a bit crazy because they are the only things that are really aging me (usually people guess I'm mid-30s). I have tried so many concealers, eye creams, correctors, etc. I ordered this one from QVC online and it came with a nice brush for $33. Sadly, this provides very little coverage for my dark circles, but it is very smoothing and moisturizing. It gives a bright, dewy appearance that is nice. Seems to last awhile. I will be playing with this some more, but I will definitely still need concealer on top because no way is this full coverage. Not even close. Love the SPF 50, however.

1 of 1 people found this helpful.

BB Cream -It Cosmetics -Bye Bye Foundation Full-Coverage Moisturizer


After eyeing this foundation for over a year I finally got some and am now kicking myself in the butt because it’s awesome and makes all of my other foundations seem inferior. I have dry skin that doesn’t do well with indoor heating and have to layer multiple moisturizers to stay hydrated when I wear foundation or use a very heavy oil based cream or a petroleum based ointment. This layers like a champ over every combination and type of moisturizer I wear under it, even greasy ones like Weleda skin food and CeraVe healing ointment. It sheers out when applied sparingly or gives full coverage.
It wears well all day without shifting or fading and even stays put if I go to the gym after work. My skin still feels and looks hydrated as when my skin does get dry from my makeup it brings out a bunch of fine lines but this is not happening with the bye bye foundation. I recommend this to anyone with dry skin who wants medium to full coverage and has a hard time with dryness from most foundations. And yes, I will be replacing it when it’s gone and will be getting a backup as soon as I can pick it up on sale.

I also have the Your Skin But Better CC+ Cream and even though they are pretty much identical and my thoughts & review are similar, the bye bye one is slightly more hydrating. But I need to experiment with both some more as there are other factors I need to consider, mainly if I am hydrated enough because if I don’t drink enough water my skin is noticeably drier. Also things like indoor / outdoor humidity and sodium intake really make a difference.

3 of 3 people found this helpful.

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