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

2,153 reviews

63% would repurchase

Recent It Cosmetics Reviews

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

on 11/21/2017 6:34:00 PM


I wanted to love this, it matched my fair skin. But if you have sensitive skin, you may want to stay away. I wore this for about a week and my cheeks are covered in red pimples. The CC cream has a very strong scent, but it applied beautifully. Really sad it didn't work for me!

2 of 2 people found this helpful.

BB Cream -It Cosmetics -CC + Illumination Cream SPF 50

on 11/18/2017 2:18:00 AM


I use the regular It CC Cream and love it, so I tried this one and returned it the next day. It made my oily skin look worse, emphasizing every line and wrinkle and just making me look like a disco ball! Much too sparkly. Do not recommend!

Moisturizers -It Cosmetics -Bye Bye Undereye Eye Cream

on 11/18/2017 1:53:00 AM

I love this eye cream. Having gotten under eye redness from many eye creams, this one does not cause any problems. It’s fragrance free, a blue color cream in a jar that is just wonderful. It is creamy enough, but no too much so and it leaves my skin brighter and very soft. The only thing I would like is if it came in a tube. Highly recommend this!

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.

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