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

2,260 reviews

63% would repurchase

Recent It Cosmetics Reviews

Concealers -It Cosmetics -Bye Bye Under Eye

on 2/22/2018 9:19:00 AM


I bought this based on the rave reviews; I like it but don’t love it. It does a good job covering my dark circles but the package I bought literally was half empty. I had to flatten the tube almost entirely down to get any product out the first time I used it! That really pissed me off, given how expensive it is. Next time I will try shape tape instead.

1 of 1 people found this helpful.

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

on 2/22/2018 9:16:00 AM


I bought this based on all they hype and really wanted to love it. I LOVE that it has SPF 50 in it, but I’m not blown away by how it looks on my skin. The shade range is pretty bad; I am fair but the light color looks too yellow/ orange for me. I can make it work for the most part, but it doesn’t provide enough coverage for me. They came out with a full coverage moisturizer with SPF 50 that I want to try; hopefully in a trial size though so I don’t blow a bunch of more money on a so-so product.

3 of 3 people found this helpful.

Lip Treatments -It Cosmetics -Vitality Lip Flush, Je Ne Sais Quoi

on 2/21/2018 12:09:00 PM

I can never have too many tubes of lip balms, lip gloss and chapsticks laying around because my lips get pretty dry. I needed something to keep in the car without it melting in the heat. I like tinted lip balms to eliminate zombie lips.

This one is great for the days where I need a touch-up without needing a mirror to apply. The formula is nourishing and gives a hint of pink that looks great on my skin. It's not sticky and very moisturizing.

The formula doesn't last very long (not all lip balms last though) and for a lip balm, the cost is on the higher side.

I would buy this again. As a lip balm, it's perfect!

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.

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