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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152 products

2,487 reviews

62% would repurchase

Recent It Cosmetics Reviews

Concealers -It Cosmetics -Bye Bye Under Eye

on 11/12/2018 12:44:00 AM


This is such a good concealer! It literally hides the bags under my eyes completely so I’m sold!

Mascara -It Cosmetics -Superhero Mascara

on 11/11/2018 7:22:00 AM


Love this mascara. Got it as a bonus gift when I bought the CC cream and it’s fantastic. I have very sparse, straight lashes and a few coats of this makes them long and thick, fantastic stuff. Would buy again in a heartbeat!

1 of 1 people found this helpful.

Primer/ Corrector -It Cosmetics -No. 50 Collagen Veil Anti-Aging Primer

on 11/8/2018 1:54:00 PM


I did not find this product to be very good. I seldom see the benefit of "combination" products, this one being a serum/anti-aging/primer was no different as it failed in all aspects. There is a strong orange scent. Like you've just zested or peeled into an orange and sprayed the oils on your face. I did not find this to perform in any anti-aging category, however I did not expect it to either. I wish the FDA would crack down on pharmaceutical sounding terms in non-prescription skin-care. You are not ever going to find some miracle cure anti-aging product without a prescription. You might see some hydration, at best. For products to work to the level of marketing fluffery that they are promoted as is not possible. I did not believe it would perform or meet any expectation in that category and it did not alter that opinion.

This product did not work awesomely as a primer across various foundations. I found it worked best with powder ones applied with a damp sponge, however it still had the tendency to pill on skin. I would not recommend this product even at a lower price.

BB Cream -It Cosmetics -Your Skin But Better CC+ Cream Oil-Free Matte w/ SPF 40

on 11/6/2018 10:22:00 AM


I have hormonal break out prone skin that has become dry as of lately. I have tried many products before to obtain good coverage, while not breaking me out or causing flakes to appear. This product is amazing. Makes my skin look like my own, but better! Does not cause my to breakout, and definitely helps me stay matte. After about 12 hours, there is some separation, and small creasing... but not a huge deal. Love it overall.

1 of 1 people found this helpful.

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

on 11/6/2018 8:50:00 AM


i love it even more than laneige bb cushion. It's so light-weight and easy to blend definitly your skin but better. I don't recommend using it as a sunscreen if you want a natural look cause it will not reach the spf of 50. I use it with my dior loose powder and it last 12h without any touch up and i live in a humid country

2 of 2 people found this helpful.

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