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

2,401 reviews

62% would repurchase

Recent It Cosmetics Reviews

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

on 7/21/2018 6:33:00 PM


Use to love this however I think the formula has changed since it is now breaking me out and my skin has become itchy! I have super sensitive skin and I have been wearing this for last few years with no problems until now.. Search is now on to find another foundation in the meantime wearing Clinique for now..

1 of 1 people found this helpful.

Pressed Powders -It Cosmetics -CC+ Airbrush Perfecting Powder SPF50+

I love it. Got a perfect match with Medium-Tan (I'm usually a medium neutral/warm, NC 35ish, Nars St Moritz). It applies beautifully with a fluffy brush. I love that it has SPF 50. But the case? Hate it. It is bulky because of the bottom area that holds a sponge. I don't do sponges. I also wish this was refillable! What a waste of packaging!!

1 of 1 people found this helpful.

Concealers -It Cosmetics -Bye Bye Under Eye

on 7/19/2018 5:54:00 PM


It’s just alright. It is very thick and sticky, and you have to work fast with it. I use my fingers to spread it. I do have to powder afterwards or else it’ll stay sticky. The packaging is ok but it’s a very small tube and it will “implode” if you take it on an airplane. I dont think it’s a good value compared to other higher end concealers like Nars creamy concealer. Also, it’s made in China which really turned me off for such a pricy little thing.

1 of 1 people found this helpful.

Powder -It Cosmetics -Celebration Foundation SPF 50+

on 7/18/2018 7:55:00 PM


Best powder foundation ever! I have very oily skin, therefore I‘m always for the lookout for the perfect powder foundation. Liquid foundation is a no-go for me even though I like a full coverage. For the past years, I have been using MAC, Laura Mercier and Make Up Forever. None of them worked for me anymore, neither texture nor color. It cosmetics celebration gives me a full coverage, it matches my skin tone 90% and I don‘t need my concealer anymore. I use fixing spray to set my foundation, like that my foundation won‘t turn cakey and lasts the whole day!

1 of 1 people found this helpful.

Cleansers -It Cosmetics -Confidence in a Cleanser

on 7/14/2018 7:27:00 PM


Nice cleanser, but it's pretty basic and doesn't do anything special.

For reference my skin is combo-oily, not sensitive, and it is clog-prone. My HG cleanser is Peter Thomas Roth's Anti-Aging Cleansing Gel, but sometimes I like to use different ones. There wasn't anything wrong with this IT Cosmetics cleanser per se, but it didn't really impress me either.

Lathers up nicely and rinses off easily. Makes my skin feel extra clean, but never dried out. Does a decent job of makeup removal, but it's also good as a 2nd step in a double-cleanse.

In short, it does the job but that's all it does. No added brightness or glow, no evening of the skin tone. Just straightforward cleansing. So I give this product four stars but I wouldn't buy it again.

1 of 1 people found this helpful.

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