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

2,149 reviews

63% would repurchase

Recent It Cosmetics Reviews

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

on 11/17/2017 11:25:00 AM


I love the coverage of this makeup. I have a lot of sun damage to my skin. And since moving to the beach, a lot more. But as i said ,I love the coverage. However, I noticed it was not staying on , so I went whole hog and bought the extras - the It brush ( purchased at
Ebay for alot less) and the no more pores powder. I am not a powder lover, but I must say it made a difference! I would follow the powder with setting spray. And now my makeup stay on much longer. I also buy the makeup it's self on Ebay, great value.

Powder -It Cosmetics -Celebration Foundation

on 11/14/2017 11:44:00 PM


I love this foundation powder. It is the first powder that has not broken me out and does not look caked on. I love knowing Im putting on a product thats great for my skin and Im so happy Ulta started carrying it now.

Brows -It Cosmetics -Brow Power Lift Pencil

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


This is my HG brow pencil, without a doubt. I just purchased my 2nd pencil and plan to keep this in my stash. I use the matte end to define my brows and the pearl end to highlight not only the brows, but the inner corners of eyes, the middle of my nose. and my cupids bow. It is smooth like butter - goes on and blends like a dream and lasts the entire day. My only beef is the packaging - I wish the lids were a bit more sturdy. They tend to crack easily, which means they can slip off easier as well. I've had that happen a few times and some product does get lost as a result. That said, it's what I've come to expect from It Cosmetics and while it's on the pricier side, you're getting two products whereas Benefit high brow (what I would consider the equivalent) is $18 for only one product. This is the superior of the two, in my opinion. It is truly amazing and a little goes a long way. My first pencil has lasted well over a year and I use it daily. Love this stuff!

2 of 2 people found this helpful.

Brows -It Cosmetics -Build A Brow

on 11/14/2017 2:03:00 AM


Wowwww there is not much review in here. Ok, I get it. Anastasia is my HG brow pomade until I discover this. This is a hidden gem and it has good ingredients which benefit your brow (maybe?)

It claims to have 5 in 1 benefit which is micro-fibre, brow enhancing biotin, lecithin, saw palmetto and anti-oxidants. Woww so much for a brow product. But you always know all IT Cosmetics items have some beneficial items added to their cosmetics.

Talking about the product itself I was sceptical because Anastasia Dipbrow Pomade is my HG for years. But this is a hidden gem and I really like it as much as I like my dip brow pomade. It applies and glides easily and easy to work with. After it set it dries a little bit reminded me to Benefit eyebrow gel. But nothing bad about it it just fine for me.

Overall it's a great product. Love it so much.

Concealers -It Cosmetics -Bye Bye Undereye Illumination

on 11/12/2017 5:45:00 PM


I've been a fan of the original Bye Bye Undereye concealer for years. Initially, I struggled with it because it's so thick and tacky but once I learned how to use it, it became one of my "go to/reliable" concealers that I could always count on (unlike MAC Pro Longwear and Nars Radiant Creamy, which can sometimes look great and sometimes make me regret reaching for them). I was eager to try the "Illumination" version and since IT is now available at the Sephora near me, obviating the need to pay for shipping and handling from TSC, I picked this up during the VIB Sale in the shade Medium (I wish there was something between Light and Medium as there is or was with the original). Like the original, it is very thick - so thick, in fact, that I have trouble getting it to come out of the tube. In all honesty, I don't see a whole heap of difference between this and the original but maybe I need to take a good look at myself in bright daylight. The one major difference I do notice is that this one doesn't seem nearly as long-wearing as the original -
by the end of the work day, this is breaking up and disappearing, which surprised me. I think I might have read somewhere - on the box, perhaps, which I've since tossed - that this gives 8 hour coverage and that's pretty much my experience. My day goes a lot longer than 8 hours, though. My original BBU actually became less thick and dry textured over time and much easier to work with, sort of the opposite of what you expect generally. I am guessing that this product will do the same because for now, I have to make sure to use a hydrating cream under my eyes before using this.

2 of 2 people found this helpful.

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