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Before she was a big-time makeup mogul, IT Cosmetics founder Jamie Kern Lima worked as a news anchor in Studio City, California. At the time, she also suffered from severe rosacea. With (unrelenting, HD) cameras constantly on her, Jamie needed makeup that would effectively conceal her skincare issues without looking cakey. The only problem? Those products didn’t exist, and regular makeup made Jamie’s skin look worse, not better.
Frustrated, Jamie set out to create her own line, one that focused on the real problems women face in finding and applying makeup. The result was IT Cosmetics: clinically proven, innovative makeup that helps you solve your biggest beauty woes. Created hand-in-hand with plastic surgeons, the brand makes skincare-focused formulas that improve your skin’s appearance in both the short- and long-term. And because “IT” stands for IT Innovative Technology, their products are packed with cutting-edge, clinically-proven ingredients that help you put your best face forward.
Ready to become an IT-girl? Check out reviews of our Top 5 It Cosmetics products below:
Imagine you’re playing a game of word association, and someone says “CC Cream.” Some words and phrases that might come to mind: barely-there coverage, sheer, designed to be worn under foundation. In other words, it’s great—but it might not be enough if you need full coverage. Not so with IT Cosmetics’ Your Skin But Better. The lightweight formula stands up on its own, offering full (yes, FULL) coverage with SPF protection. Even better, it’s infused with an advanced, skin-perfecting serum to diffuse the look of fine lines, enhance skin brightness, minimize pores, and give skin a radiant, flawless-looking finish.
Rosacea flare-ups, scarring, hyperpigmentation—sometimes, your skin craves heavy-duty coverage. This highly-pigmented formula has your back, concealing anything and everything for a flawless, natural-looking finish. The hydrating powder instantly airbrushes the look of imperfections, providing buildable coverage that lasts and lasts. What’s more, the talc-free formula absorbs oil and shine, and won’t crease, crack, or settle into fine lines and wrinkles. Just a small amount goes a long way towards complexion perfection.
What if your lashes had superpowers? Like, one flutter and they could totally knock someone off their feet? Enter this volumizing mascara: infused with Elastic Stretch Technology, it takes lashes up, up, and away in one swipe. The advanced, volumizing technology wraps each individual lash with a coat of lengthening, plumping, blackening mascara, giving them a fluttery, false-lash look. What’s more, collagen, biotin, and a cocktail of proteins and peptides strengthen your lashes over time. Superhero, indeed!
Stress, late nights, salty food, not enough sleep: just a few of the things that contribute to under eye circles. Thankfully, this miracle concealer has us covered—literally. The thick, creamy formula provides heavy-duty coverage to hide all kinds of discoloration (read: it works on more than just under eyes) without creasing or caking. Plus, it won’t fade, budge, or melt-away during the day.
This product is like a real-life Instagram filter for your skin. It truly does make pores vanish, blurring away imperfections to put your complexion in glorious soft focus. Unlike some powders, it’s extremely lightweight and non-drying, too, making for ultra-comfortable wear. The finely-milled formula feels almost cream-like when applied, blending seamlessly to fill pores, blur the look of lines, and minimize shine. The best part? The translucent shade is universal, going on completely clear to flatter all skin tones.