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

2,154 reviews

63% would repurchase

Recent It Cosmetics Reviews

Mascara -It Cosmetics -Superhero Mascara

on 11/22/2017 1:14:00 PM


WOW! I don't say that often about mascaras, but this is an amazing mascara. Shocked by the low ratings. I'm 48 yo, and have used a ton of mascaras in the last 30+ years.. I do have a few HG mascaras from Lancome and TheBalm, and this mascara is right up there with those! One coat gives me false look lashes, and one coat combed through with a second coat added is almost too much for daytime wear, it's adds that much volume/ clumps if combed through, no smudges, and easy to remove...I received a free tube with a QVC order, and have several other mascaras to use up, but I will definitely repurchase in the future!

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.

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