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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152 products

2,449 reviews

62% would repurchase

Recent It Cosmetics Reviews

Cleansers -It Cosmetics -Confidence in a Cleanser

on 9/17/2018 5:00:00 PM


I don't consider this cleanser amazing, but it's definitely nice if you have sensitive skin. This was what I used when I got allergic contact dermatitis all over my face from a product. My skin was red, really sore, and I could barely touch my eye-area. My regular cleanser made my skin sting pretty badly, so I grabbed for this (actually because of the review below). This felt much better, and didn't strip my skin of moisture. Even though it has some kind of lemon-cake smell, it was still a soothing cleanser. I don't feel it is great at removing makeup residue after my makeup remover (compared to tthe strong stuff I currently use), so it's better for me in the morning, when I have no makeup on. In any case: would recommend for people with sensitive and dry/dehydrated skin.

All of the claims of what this is supposed to do are kind ridiculous, so I didn't manage to get through them in one go because I was rolling my eyes too much. It doesn't affect what I think about the product though.

1 of 1 people found this helpful.

Primer/ Corrector -It Cosmetics -Bye Bye Under Eye Illumination

on 9/16/2018 11:49:00 AM


I really tried to make it work. Just way too thick and pasty for me. I don't like the way it tugs at the skin.

Mascara -It Cosmetics -Superhero Mascara


One of my favourite mascaras to date! I got a deluxe sample of this (basically the travel size) when I spent a bomb at Sephora, and I'm loving this!

The things I always look for in a mascara are lengthening and defining - and this exceeds expectations with it! The definition is insane, there's great separation and very little clumping, my lashes just look very fluttery and long. I don't wriggle the wand back and forth since I find this clumps up my lashes but I 'blink' onto the wand and brush it upwards. This also isn't one of those lengthening mascaras that make your lashes look wispy because of how it defines your lashes. The look is like you've got thin and long lashes but because there's so many of these individual lashes, it still looks dense. It also doesn't feel heavy or wet, it's easy to apply and doesn't take much time to get great results. That being said, it's more on the natural look side of the spectrum - if you're looking for drama or volume, this is definitely not the mascara for you.

I also love that it's not waterproof but lasts me all day with no smudging or flaking. I have pretty oily eyelids so that's impressive! It also makes eye makeup removal such a breeze.

However, water can easily remove this mascara. I sometimes have allergies so my eyes get itchy and teary, and I have to be careful with how I dab away at the tears in order to not smudge my mascara at the same time because it doesn't take much water.

Another negative I will say is that the travel size is not worth your money. I've used it for a month and a half and it's already finishing. I always buy high end mascaras in a travel size because there's no point buying the full size when I religiously throw them out after 4-5 months (as you should). Never had an issue before and they always have enough product to get me through that time. I can already tell this one will definitely not last me that long. This mascara is tiny and if I had bought this, I would feel a little ripped off.

We'll see how I feel about repurchasing this when I'm done with mascara, but in the mean time, I will enjoy using this very much!

Moisturizers -It Cosmetics -Confidence in a Cream

on 9/12/2018 11:10:00 PM


I have combo/oily skin, and this cream is my perfect winter moisturizer. It absorbs easily, goes well under makeup, doesn't feel heavy, and does not irritate skin. It improved the appearance of wrinkles and fine lines, but did nothing for pores. The lack of pump is also annoying, but not a deal breaker for me.

1 of 1 people found this helpful.

Eyes -It Cosmetics -Bye Bye under eye eye cream

on 9/12/2018 10:40:00 PM


One of the best eye creams on the market! The tag line is "smooths, brightens, and depuffs", and it did all that for me. I noticed a positive difference in crow's feet and under eye wrinkles, dark circles, and upper lid puffiness. The cream absorbs quickly and does not cause any greasiness as the time goes by. It works well under makeup. The packaging with no pump is the only drawback, but the cream is too thick for the pump.

2 of 2 people found this helpful.

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