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

2,252 reviews

63% would repurchase

Recent It Cosmetics Reviews

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

on 2/18/2018 4:08:00 PM


This contains several different citrus oils which are phototoxic, meaning they increase your skins sensitivity to the suns damaging rays.
There is no functionality to the citrus oils being in there, I have to give this a poor rating for that. If you have sensitive skin at all, or if you have any inkling to prevent premature aging, I would avoid this. Hopefully they will reformulate without those citrus oils soon.

Mascara -It Cosmetics -Tightline Full Lash Length 3-in-1 eyeliner primer & mascara

on 2/17/2018 12:52:00 PM

I bought the sample size from Ulta and I'm glad I didn't spring for the regular. It does provide a nice tightline effect if you load up the brush and make sure to take the extra second or two to press it on the underside of your lashes before swiping up. It tends to clump on lashes, and the watery formula makes for some extra cleanup needed on my lid after application. However, after using a lash comb and erasing the smudges, it looks really good! But I'm not using this again, as it flaked BADLY about two hours into wearing it. It snowed small black flakes all over my eyeballs. Not cool.

Concealers -It Cosmetics -Bye Bye Under Eye


It seems odd that an under eye concealer is so tacky and thick. Because of its heavy texture it is unbelievably hard to spread under the eye area without tugging at the delicate skin. I can’t see myself using this as an every day concealer but I will keep it on hand to cover up the occasional blemish. Because it’s so sticky it really clings to a blemish well and lasts all day.

2 of 2 people found this helpful.

Powder -It Cosmetics -Celebration Foundation Illumination


I so wanted to like this foundation because I like the original Celebration powder foundation. Let me start with the shade issues. I am light in all other It Cosmetic products. I'm not sure what is in this foundation but it immediately oxidized and I looked like an oompa loompa. Second, no matter what primer (or no primer) I used, this stuff would not stay on my face or even stay together. It was so bad that I washed my face at work and went without make up for the rest of the day each time I wore it and looked 10X better than when it was on my face.

I hate it too because I LOVE It Cosmetics and wanted so bad to love this foundation too. For the price, it should not do that. And I'm going to say this here and now that It Cosmetics needs to up their shade range game tremendously. There are WAAAAAAY more skin tones out there than fair, light, medium, medium tan, tan, rich, and deep...seriously????

1 of 1 people found this helpful.

Mascara -It Cosmetics -Superhero Mascara

on 2/14/2018 9:08:00 AM


I like it. It gives my lashes a lift and oomph. It also doesn't irritate my eyes so that's a major plus.

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