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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147 products

2,254 reviews

63% would repurchase

Recent It Cosmetics Reviews

Mascara -It Cosmetics - Hello Lashes! 5-in-1 volumizing

on 2/20/2018 2:23:00 PM


Pros: Nice packaging and love the rubber handle. One of the "cleaner" mascaras without harsh chemicals. Non-irritating.
Cons: Difficult to remove with eye makeup remover. Made my eyelashes brittle and clump together with slight flaking.

Mascara -It Cosmetics -Superhero Mascara

on 2/20/2018 1:19:00 PM


This is the best mascara I have ever used. My eyelashes are long but thin and unruly. They go in different directions and are difficult to control to get a nice look. Was using Benefit They’re Real and was OK with it until it came time to remove my makeup. Terribly hard to remove. I like other It Cosmetics that I’ve tried so decided to try Superhero Mascara. I love it! Don’t have to use an eyelash curler. I start at the base of my lashes and apply wiggling the brush up upwards, then apply again holding and pressing my lashes with the brush while sweeping upwards. Thick black formula, not clumpy, kind of like what hair mousse does for thin hair. Don’t let it dry between coats, just continue on with a second coat if needed. My eyelashes look full, long, almost like falsies. No flaking or smearing for me. No annoying fragrance. No itching or discomfort for my very dry eyes.You probably won’t care for this if you like a natural, barely-there look, but I love the drama! Used Diorshow many years ago. This mascara blows anything else out of the water. Will re-purchase.

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

on 2/18/2018 4:08:00 PM


This contains several different citrus oils which are phototoxic, meaning they increase your skins sensitivity to the suns damaging rays.
There is no functionality to the citrus oils being in there, I have to give this a poor rating for that. If you have sensitive skin at all, or if you have any inkling to prevent premature aging, I would avoid this. Hopefully they will reformulate without those citrus oils soon.

Mascara -It Cosmetics -Tightline Full Lash Length 3-in-1 eyeliner primer & mascara

on 2/17/2018 12:52:00 PM

I bought the sample size from Ulta and I'm glad I didn't spring for the regular. It does provide a nice tightline effect if you load up the brush and make sure to take the extra second or two to press it on the underside of your lashes before swiping up. It tends to clump on lashes, and the watery formula makes for some extra cleanup needed on my lid after application. However, after using a lash comb and erasing the smudges, it looks really good! But I'm not using this again, as it flaked BADLY about two hours into wearing it. It snowed small black flakes all over my eyeballs. Not cool.

Concealers -It Cosmetics -Bye Bye Under Eye


It seems odd that an under eye concealer is so tacky and thick. Because of its heavy texture it is unbelievably hard to spread under the eye area without tugging at the delicate skin. I can’t see myself using this as an every day concealer but I will keep it on hand to cover up the occasional blemish. Because it’s so sticky it really clings to a blemish well and lasts all day.

2 of 2 people found this helpful.

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