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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154 products

2,504 reviews

62% would repurchase

Recent It Cosmetics Reviews

Crème -It Cosmetics -Full Coverage SPF50 Iluminination CC Creme

on 12/15/2018 12:52:00 PM

The worst! Like another reviewer, I was hoping for a glow but that is not what I got. This CC did not apply well with either brush or beautyblender. After setting a few minutes, I checked my face in natural light and discovered that this product basically deposited glitter onto all my fine lines and dry patches! Immediate scrubber and return for refund. I hope others see these these review before buying. I can't imagine this being good for anyone much less women seeking anti-aging product.

1 of 1 people found this helpful.

Concealers -It Cosmetics -Bye Bye Under Eye Concealer

on 12/14/2018 11:35:00 PM


This does nothing for me. I prefer NYC brand concealer to this. It does not stay on and it appears to be see through. I am really just not a fan of this formula, has no staying power.

Cleansers -It Cosmetics -Confidence In A Cleanser

on 12/12/2018 10:51:00 PM


I'm echoing what's already been said: good cleanser, but not something I'd justify for the price. I got this in a Sephora holiday skin care set, which was a decent deluxe size. This lathers well, smells minty/citrusy, and leaves my face feeling pretty clean when used with my Clarisonic/Luna. Not sure I'd buy the full size if I ran out, I have yet to use any of the additional products in this line so perhaps that could sway my opinion to repurchase again, but overall a nice cleanser!

1 of 1 people found this helpful.

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


I love this cc cream in the fall and winter, when my t-zone dries out. I find the coverage to be on the full side, I only need half a pump on my beauty blender to get a nice, even finish. I have this in light-medium and I find the color to be great match-wise. I haven’t had any issues with oxidation or settling into fine lines either. Pre-application, I use Becca’s First Light primer, and after application, I set it with a big, fluffy brush and loose powder. I like the pump mechanism as it’s hygenic. Personally, I think iYour Skin But Better is a worthy investment as it’s become more of a difficult task to find reliable coverage for my perimenopausal skin and this works quite nicely for me in the colder months.

Concealers -It Cosmetics -CC+ EYE Color Corrector Full Coverage Cream

on 12/1/2018 11:46:00 AM


I am 51 with dark blue under eye circles, crepiness, and puffiness. These problems are new in the past year and making me a bit crazy because they are the only things that are really aging me (usually people guess I'm mid-30s). I have tried so many concealers, eye creams, correctors, etc. I ordered this one from QVC online and it came with a nice brush for $33. Sadly, this provides very little coverage for my dark circles, but it is very smoothing and moisturizing. It gives a bright, dewy appearance that is nice. Seems to last awhile. I will be playing with this some more, but I will definitely still need concealer on top because no way is this full coverage. Not even close. Love the SPF 50, however.

1 of 1 people found this helpful.

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