It Cosmetics

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–Launched by Jamie Kern Lima in 2008
–First product was Bye Bye Under Eye Anti-Aging Concealer
–She couldn’t find products that worked so she decided to make them by partnering with dermatologists and plastic surgeons
–Mission: Empower everyone to feel their most beautiful
–Skincare launched in 2016
–Skincare ingredients infused in all products
–Sold at Sephora, Ulta, Nordstrom,

Best Product: Your Skin But Better Foundation + Skincare
Underrated Product: Confidence In Your Beauty Sleep Night Cream

Buy: Skincare
Pass: Lip products & eye shadows

Improve: Shade range and tone

CC+ Cream
Bye Bye Foundation Full Coverage Moisturizer SPF 50
Superhero Mascara (review)
Lash Blowout Mascara (review)
Bye Bye Redness Neutralizing Color-Correcting Cream
Your Skin But Better Setting Spray+
Bye Bye Pores Pressed Setting Powder
Brow Power Filler Volumizing Tinted Fiber Eyebrow Gel
Brow Power Universal Eyebrow Pencil
Your Skin But Better Foundation + Skincare (review)
Je Nais Sais Quoi Hydrating Lip Balm Treatment
Bye Bye Pores Poreless Finish Loose Setting Powder
Bye Bye Breakout Full-Coverage Concealer
Bye Bye Pores Illumination
Your Skin But Better Oil Free Makeup Primer
Bye Bye Pores Blush
Confidence In A Cream Moisturizer
Superhero No-Tug Sharpenable Gel Eyeliner
Confidence In Your Beauty Sleep Night Cream
Confidence In A Cleanser
Confidence In An Eye Cream (review)
Confidence In A Gel Lotion Moisturizer
Secret Sauce Moisturizer
Miracle Water 3-in-1 Micellar Cleanser
Bye Bye Under Eye Brightening Eye Cream (review)
Bye Bye Makeup Cleansing Balm
Bye Bye Redness Sensitive Skin Moisturizer
–Various Brushes
Bye Bye Bronzer

To Try
Hello Results Wrinkle-Reducing Daily Retinol Serum-in-Cream

My Opinion
It Cosmetics is most known for the CC+ Cream. I have tried this product, but I returned it because the shade that is “Fair” is not fair. It’s too dark for me and very yellow. The brand REALLY needs to be more inclusive when it comes to shade range and tone. They have expanded their shade range a few times, but there is still work to be done. Almost all of their complexion products, with the exception of the Your Skin But Better Foundation + Skincare, are too dark and too warm for my skin. One thing they get right is skincare. I LOVE their skincare. I didn’t like the Secret Sauce Moisturizer and didn’t think the Miracle Water was worth the price, but other than that I have loved every skincare product that I’ve tried. Their eye creams are my absolute favorite and the ones I always recommend. I love that all of their products are infused with skincare. Their brushes are pricey, but they are such good quality and will last a long time. It’s easy to catch them on sale at Ulta and I’ve found several at TJ Maxx for cheap. Overall, It Cosmetics is one of my favorite, go-to brands.


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