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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149 products

2,280 reviews

63% would repurchase

Recent It Cosmetics Reviews

Powder -It Cosmetics -Celebration Foundation

on 3/20/2018 2:58:00 PM


A huge disappointment.
I was on a hunt for full coverage medium foundation with right "medicated" ingredients in it. I also wanted a compact one, since I am traveling a lot.
So, when I first apply this foundation it looks a bit dry (but come on, it is a pressed powder, almost all of them do this) but I will still consider it is looking good. And it looks good...for two hours. I found myself today during the middle of the working day with cakey, crumbly, partly off powder on my face. It looked disgusting.
I cannot use it as a setting powder, it settles in my fine lines and draws pores even in places I don't have any pores or fine lines. If I want to use this powder to cover a red pimple, it will oxidize and become orange.

A lot of beauty YouTubers used to rave about IT Cosmetics powders, but for me, it is just marketing.

Mascara -It Cosmetics -Superhero Mascara


I don't see what the fuss is about. I tried liking it, really did, but I couldn't get past the clumps. This stuff clumps pretty bad. It does lengthen, but it just made my lashes look awful and spidery. I ended up giving my tube to my mom, who also tried it and didn't like it. Now, I believe it sits in her vanity set, collecting dust. I will stick to Lancome Definicils and Covergirl Clump Crusher mascara. Both of those make my lashes look super long and free of clumps. Plus, the Covergirl one is less than $10! 😀

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

on 3/15/2018 9:21:00 PM


Great coverage and protection from this CC cream, and it lasts for several hours. I have been using a BB cream from a premium brand for years and still love it, but now the price is nearly $50! The price of the BB cream insults my intelligence, frankly. This one is not cheap (but about $10 less), and has the same quality as the BB cream I like. Bought the mini from Sephora, and will buy the full size for sure! Thank you It Cosmetics!

Crème -It Cosmetics -Bye Bye Foundation Full Coverage Moisturizer

on 3/15/2018 3:21:00 PM

I was so excited that It Cosmetics was adding new colors to their foundations. I had previously tried to use the Full Coverage CC cream but the fair was too light and the light was too dark and orange and it broke me out. The finish was beautiful so I was trying to make it work.
When I saw that there were new colors and a new product, I thought this might be the answer but I'm so disappointed. The fair light was still too dark and yellow and on me and the coverage was not even medium. I tried to build it up but it looked cakey. The finish was dewy which is what I expected but this just accentuated the fact that the color was off.
It comes in a nice tube with a pump which is a plus. This would probably work for someone who has a light complexion with a neutral to warm undertone and wants a dewy light to medium coverage.
I'm not sure why It cosmetics missed this opportunity to make a cool toned foundation when they expanded their range. I think I will have to pass on trying any more foundation products.

Foundations -It Cosmetics -CC+ Color Correcting Full Coverage Cream

on 3/15/2018 7:46:00 AM

I have oily, acne prone skin with hyper-pigmentation. I was super excited to try this product after watching some reviews online, but I ended up hating this product. It broke me out so badly and it takes forever to set. You have to powder it down for it to settle. I bought the shade Light but it was way too orange for me. The Fair shade has a weird grey undertone to it that makes you look dead.

Top Rated It Cosmetics Products

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