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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151 products

2,375 reviews

62% would repurchase

Recent It Cosmetics Reviews

Concealers -It Cosmetics -Bye Bye Breakout Full Coverage Treatment Concealer

on 6/18/2018 8:09:00 PM


This is a completely genius HG miracle product for me. I've recently been breaking out really badly, and of course the more you break out, the more makeup gets piled on. I couldn't bear to pile on concealer while I was at home/going out over my breakouts, but when I switched to the Bye Bye concealer, I was able to reduce my makeup by 80%. This does a phenomenal job of completely covering redness while drying out your breakouts so that I don't need a face full of makeup. Because it's made with great ingredients, I'm comfortable keeping this on my face all day long. I've slept with this on overnight and it won't break you out. This is an acne treatment, not a concealer, so it does dry out your skin. Use it where you need it.

4 of 4 people found this helpful.

Concealers -It Cosmetics -Bye Bye Under Eye

on 6/16/2018 11:40:00 AM


I've been using this for about a month after testing several other concealers. I'm 43 and have oily skin, but the skin under my eyes is a little on the dry side with very fine lines. I tried Tarte Shape Tape after reading the hype and hated it. It was so dry and cakey that it looked terrible on me. The SA at Ulta then recommended Too Faced Born this Way, and it's not bad, but I find it really settles into my lines. So, I picked up Bye Bye. As others have commented, this is a very thick concealer. I quite like the packaging and haven't had any trouble getting it out. I take a pinprick amount of the concealer and dot it under one eye. I then use a mini sponge to pat it out. This has worked best for me and the concealer looks very smooth. If I need a bit more coverage, I repeat the process. I then dust on some setting powder (the RCMA didn't work that great for me, but Rimmel's matte pressed powder did) with Real Techniques setting brush. I tried putting on the concealer with a brush and it looked terrible! The concealer looked thick and cakey and you could see all the brush strokes and stipple marks. Might work for some people, but I get much better results with the blending sponge. This concealer covers my circles well and makes me look well-rested. It does settle into fine lines a bit, but I just use the pad of my finger to blend them out. Other than that, it lasts all day. I will definitely repurchase.

3 of 3 people found this helpful.

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

on 6/16/2018 3:21:00 AM


Ok so I LOVE this foundation. Its worth the money as it stays put all day long,looks like skin but still covers imperfections.
I use one pump for my whole face. Its sold as full coverage which I'm not sure you would get but its definitely medium coverage.
The packing is brill as it's a tube with a pump. Its save to travel with and chuck in your bag. No worries about glass packaging breaking. Also at the end you can cut open the tube and get every last drop out.
I like a more dewy finish and this is on the matte side but with sunscreen on top or oil mixed in makes it dewy. ( I know they do a dewy version now but I had already brought this one)
its so worth trying as it is a beautiful foundation.
I wanted something that looked natural but lasted all day long no matter what and this foundation ticked all the boxes.

2 of 2 people found this helpful.

BB Cream -It Cosmetics -CC+ Cream Illumination SPF50+

on 6/15/2018 10:46:00 AM


I'm surprised at the less than stellar reviews on this product. It says 'illumination' right on the bottle, of course its going to have some shiny-type of effect to it. I love this CC cream, which is more like a foundation. I use the shade fair which is perfect for me. It evens out my skin tone and gives me a lovely glow. The packaging is a tube WITH a pump - what more could you ask for? The SPF of 50 is a bonus, and I actually don't mind the smell. It is citrusy, but not in a bad way, and I am pretty sensitive to smells. I knocked a lippie off only because I think it's pretty expensive for what it is.

1 of 1 people found this helpful.

BB Cream -It Cosmetics -Bye Bye Foundation Full-Coverage Moisturizer

on 6/14/2018 5:29:00 AM


I've been using It Cosmetics CC cream for a couple of years, then with my last purchase, it seemed different, and would oxidize and make me look like I was in liver failure, I thought I would give the full coverage moisturizer a try, hoping for better results. What I got was a product that not only oxidizes, but highlights every pore and dry patch, and breaks me out.

2 of 2 people found this helpful.

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