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

2,472 reviews

62% would repurchase

Recent It Cosmetics Reviews

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

on 10/23/2018 4:40:00 AM


I was a little disappointed when I got this - while it's excellent coverage, it really only looks nice for a couple of hours before getting patchy. It's too moisturising for my combination skin as well. Overall, I far prefer the Missha BB cream which is a little less high coverage but lasts a lot better.

Eyes -It Cosmetics -Bye Bye under eye eye cream

on 10/23/2018 4:27:00 AM


This is very good for dry and mature eyes. It also brightens the under eye area. I highly recommend it.

Concealers -It Cosmetics -Bye Bye Under Eye


Not a fan. This was so thick it was like applying sparkle. It didnt blend out well and seems to be heavy on the eye area. Also, it seemed to settle into lines too much.

I wish this was a bit thinner as it covered well but was too thick.

Moisturizers -It Cosmetics -Confidence In A Cream

on 10/22/2018 10:24:00 AM


I bought this during the Ulta 21 day sale when it was half off and I absolutely love it! It is thick and probably best suited for dry skin. It does have a light scent but I find it pleasant and it dissipates quickly. I would definitely pay full price for it and will likely continue to purchase it.

1 of 1 people found this helpful.

Makeup Brushes -It Cosmetics -It Brushes for Ulta: Airbrush Radiance Fan Brush #116

on 10/20/2018 10:38:00 PM

I had a completely different experience with this brush than the previous reviewer. Perhaps It Cosmetics heard people's complaints and fixed the quality problems. My brush is super-soft and sturdy. I've been using it for several months and bought it after watching YouTube tutorials that show how to use a fan brush to apply highlighter without looking like a disco ball. It allows me to pick up and deposit highlight with a light hand, and to blend it without much effort. I haven't noticed any shedding, even after washing the brush about twice per month. It still looks practically new. It's the only highlighter brush I use, and I'm glad to have bought it.

1 of 1 people found this helpful.

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