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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151 products

2,377 reviews

62% would repurchase

Recent It Cosmetics Reviews

Concealers -It Cosmetics -Bye Bye Under Eye

on 6/22/2018 3:06:00 PM


This product is so thick and viscous, it barely comes out of the tube. I tried applying it in so many different ways - with a beauty blender, concealer brush and my fingers - and it was such a chore to try to blend out every time. Even if I applied just the tiniest amount, it immediately settled into fine lines that I didn't even know I had. When I set it with loose powder, my under eye area looked crepey and dry. I don't have this problem with other concealers. The opacity and color definitely brightens the under eye area, but the consistency is so impossible that it's not worth it. Definitely skip this product. There are plenty of color correctors and under eye concealers out there that are way better.

2 of 2 people found this helpful.

Eyeliner -It Cosmetics -Superhero Liner


I'm known as a eyeliner pro amongst my friends and have to say this is my new favourite liquid liner. Lasts all day and is dead easy to use.

Points for also being waterproof and last through my spin classes :)

1 of 1 people found this helpful.

Concealers -It Cosmetics -Bye Bye Breakout Full Coverage Treatment Concealer

on 6/18/2018 8:09:00 PM


This is a completely genius HG miracle product for me. I've recently been breaking out really badly, and of course the more you break out, the more makeup gets piled on. I couldn't bear to pile on concealer while I was at home/going out over my breakouts, but when I switched to the Bye Bye concealer, I was able to reduce my makeup by 80%. This does a phenomenal job of completely covering redness while drying out your breakouts so that I don't need a face full of makeup. Because it's made with great ingredients, I'm comfortable keeping this on my face all day long. I've slept with this on overnight and it won't break you out. This is an acne treatment, not a concealer, so it does dry out your skin. Use it where you need it.

4 of 4 people found this helpful.

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

on 6/16/2018 3:21:00 AM


Ok so I LOVE this foundation. Its worth the money as it stays put all day long,looks like skin but still covers imperfections.
I use one pump for my whole face. Its sold as full coverage which I'm not sure you would get but its definitely medium coverage.
The packing is brill as it's a tube with a pump. Its save to travel with and chuck in your bag. No worries about glass packaging breaking. Also at the end you can cut open the tube and get every last drop out.
I like a more dewy finish and this is on the matte side but with sunscreen on top or oil mixed in makes it dewy. ( I know they do a dewy version now but I had already brought this one)
its so worth trying as it is a beautiful foundation.
I wanted something that looked natural but lasted all day long no matter what and this foundation ticked all the boxes.

2 of 2 people found this helpful.

BB Cream -It Cosmetics -CC+ Cream Illumination SPF50+

on 6/15/2018 10:46:00 AM


I'm surprised at the less than stellar reviews on this product. It says 'illumination' right on the bottle, of course its going to have some shiny-type of effect to it. I love this CC cream, which is more like a foundation. I use the shade fair which is perfect for me. It evens out my skin tone and gives me a lovely glow. The packaging is a tube WITH a pump - what more could you ask for? The SPF of 50 is a bonus, and I actually don't mind the smell. It is citrusy, but not in a bad way, and I am pretty sensitive to smells. I knocked a lippie off only because I think it's pretty expensive for what it is.

1 of 1 people found this helpful.

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