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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140 products

2,119 reviews

63% would repurchase

Recent It Cosmetics Reviews

Powder -It Cosmetics - Bye Bye Pores Poreless Finish Airbrush Powder

on 10/24/2017 1:12:00 AM


I hate this product. Do not feel it gives an air brush look at all. I’m 39 and it sets in my fine lines and looks terrible.

Palettes -It Cosmetics - Superhero Eyeshadow Palette

on 10/23/2017 2:24:00 PM


I really like this palette - which isn't surprising since I tend to really like It Cosmetics shadows in general. They are well pigmented, not too much shimmer, and are easy to blend - all great for aging eyes like mine. I've been lemming this palette since it's initial launch but wanted to give it some time before committing. Thanks to Ulta's points and 20% coupon, this baby was free! The shadows are what I've come to expect from this brand and I am very pleased. I do wish the individual pans were larger as it can be problematic for larger brushes but overall, this is a great palette for day or night. I read the lid doesn't stay open but that did not happen to me at all. I can see this being my 2nd go to palette for every day. I would repurchase.

1 of 1 people found this helpful.

Mascara -It Cosmetics - Superhero Mascara

on 10/22/2017 2:40:00 PM


I know people are saying this mascara is clumpy but I fell in love with it when I got a sample in my ipsy bag and it didn't clump. When I bought the full size from sephora it was fine the first few times and then it started to clump and I figured out why. It needs to be stored UPRIGHT. When it's stored on it's side, like we all store our mascaras and tube shaped makeup, something weird happens inside that makes it apply clumpy. When I started storing it upright it applies beautifully. Lengthens, volumizes, and gives my eyelashes a nice dramatic look but apply sparingly and with a very light hand.

1 of 1 people found this helpful.

Foundations -It Cosmetics - Bye Bye Redness Anti-Aging Cream

on 10/22/2017 10:44:00 AM


This is really a redness concealer and not a foundation, it has a light cast that wouldn't be flattering worn alone, imo. I use this over primer and under foundation. My skin is a mess, old acne scars, sun damage and lots of blotchy redness and this product is truly a game changer. You don't need much, I dot it on reddest areas and buff it in with a small flat head brush and it really does make redness disappear. I do wish it came in a tube. Definitely will repurchase.

4 of 4 people found this helpful.

Lipstick -It Cosmetics - Vitality Lip Flush 4-in-1 Reviver Lipstick Stain Rose Flush

on 10/18/2017 12:53:00 AM


I used up a tube of this a couple years ago. It is very beautiful and has a sheer natural look to it. I loved it. I like rose flush just a bit more than the light pink one that adjusts to your lips.

1 of 1 people found this helpful.

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