Skincare and makeup brands are often born out of necessity, or by accident. In the case of IT cosmetics founder Jamie Kern Lima, her story is firmly in the necessity camp. This former television anchor was often at work at midnight to prep for the morning news, and she needed a foundation that would be long lasting and cover up her rosacea- all under the harsh glare of studio lights and unforgiving HD television. Lima felt she couldn’t find a product that suited her needs, so she decided to create her own makeup. The result was Innovative Technology Cosmetics. A turning point for Lima was when she appeared on QVC in 2010 to demonstrate Bye Bye Under Eye, a concealer that some users also applied as a foundation. It covered so well that it could even cover tattoos. The product sold out in minutes.
Today the company has been renamed IT Cosmetics and was bought by L’Oréal in 2016 for $1.2 billion. Here’s a closer look at IT Cosmetics, what it sells, and are the products right for you?
What Is IT Cosmetics?
IT Cosmetics is a relatively new brand that sells a full range of skincare products as well as makeup. The products were created with plastic surgeons and dermatologists. The skincare line includes IT Cosmetics moisturizers, primers, eye creams and serums. The makeup collection is more comprehensive, including foundation, bronzer, concealer and powder. For eyes, there is eyeshadow and eyeliner, as well as a full range of lip and brow products as well as IT Cosmetics brushes.
IT Cosmetics is arguably best known for its full coverage foundations which Lima often demonstrates herself to show how well it covers her rosacea and hyperpigmentation. In infomercials as well as appearances on QVC and HSN, Lima and her team of “IT girls” will take off all their makeup to show viewers their dark circles, acne or uneven skin tone and then apply IT Cosmetics products to demonstrate how well the products cover up skin concerns.
What Does IT Cosmetics Sell?
It Cosmetics is best known for its full coverage foundations but the company also sells skincare products. Here’s a closer look at the IT Cosmetics product line.
It Cosmetics Makeup
Your Skin But Better CC+ Cream with SPF 50 – This multitasking cream is a combination foundation, hydrating anti-aging serum and SPF 50 physical sunscreen.
Bye Bye Foundation Full Coverage Moisturizer with SPF 50 – The company bills this as a full coverage moisturizer that hydrates and covers redness, dark spots and pores. This is arguably IT Cosmetics most well-known product.
Bye Bye Pores Pressed – This finishing powder comes in just one shade and is designed to blur the appearance of pores and imperfections with Bye Bye Pores Optical Blurring Technology. It is also available as a bronzer.
Bye Bye Under Eye – It Cosmetics describes this as a “life changing concealer.” Available in 48 shades, this concealer is hydrating and waterproof, and the company says it won’t crease or crack.
It Cosmetics Skincare
Confidence in a Cream Moisturizer – Designed for all skin types, this cream is formulated to hydrate skin and plump up fine lines while improving the appearance of pores and discoloration for a more even skin tone.
Bye Bye Redness Correcting Cream – Available in three shades, this cream is designed to calm skin and hydrate it will covering any redness.
Bye Bye Pores Primer – Apply this oil free primer to create a smooth canvas for applying foundation. It is meant to neutralize skin tone.
Whar Ingredients are in IT Cosmetics?
IT Cosmetics says that its products were created with dermatologists and plastic surgeons, and many of the ingredients are commonly used in skincare products. For example the Your Skin But Better CC Cream contains hydrolyzed collagen, peptides, niacin, hyaluronic acid, antioxidants and vitamins, while the Bye Bye Redness Cream contains colloidal oatmeal, which helps to calm skin, as well as soothing aloe and avocado. The Confidence in a Cream moisturizer contains hydrating hyaluronic acid, as well as shea butter and vitamin E.
Is IT Cosmetics Cruelty Free?
IT Cosmetics is owned by L’Oréal, and L’Oréal, says it “does not test any of its products or any of its ingredients on animals and has been at the forefront of alternative methods for over 30 years.”
Where Can I Buy IT Cosmetics Products?
IT Cosmetics are available on the company’s website, as well as Sephora, Ulta and department stores such as Macy’s. The collection is also sold on QVC and HSN. The website offers deals such as travel kits and some offers are available on infomercials. Starter kits are not available at this time.
How Much Do IT Cosmetics Products Cost?
IT Cosmetics products are priced at a mid-range level. Your Skin But Better CC+ Cream with SPF 50 retails for $39, and No-Tug Waterproof Anti-Aging Gel Eyeliner is $22. Confidence in a Cream Moisturizer is $48 for a two ounce jar while the Vitality Lip Flush Stain 4-in-1 Hydrating Lipstick is $20. Celebration Foundation, a powder, sells for $36.
Do IT Cosmetics Products Work?
When deciding if a product is right for you, it’s important to keep in mind that everyone’s skin may react differently to the same product, so a little trial and error is always needed. That said, IT Cosmetics certainly has its fair share of devoted followers. According to the company, its Confidence in a Cream Moisturizer is the number one anti-aging facial moisturizer in the US based on NPD units for 2018, and Your Skin But Better CC+ Cream with SPF 50 was also the top CC cream from 2016-2018. IT Cosmetics has over 150 beauty industry awards, along with press mentions in magazines including Allure, New Beauty, People, Marie Claire, Shape and more.
pat Original review: Sep 24, 2021.
I have been using the Je Ne Sais Quoi Vitality Lip Flush Gloss and Lipstain but up unitl recently the Ulta an Sephora in my area said they were no longer carring this item any more. I Loved this ! can you please tell me where I can order it or buy in store some where? This is the best lip stain and it does not dry out my lips. Thank You