It Cosmetics Review



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.




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  • pat Original review: Sep 24, 2021. Reply

    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

  • Renee Rohrbaugh Original review: Aug 11, 2021. Reply

    I have been using ItCosmetics for several years and love the product…BUT, they changed their eyeliner and you can not get it sharpen without wasting so much of the pencil. And at $22 that is a lot to waste on a teacher’s budget!! I love the old one you twisted up!! Please bring it back or I am going to have to find a new product to use!

  • Andrea Leon Original review: Jun 20, 2019. Reply

    First time trying IT COSMETICS. I signed up for a free sample of their superhero mascara and the secret sauce cream. I tried the mascara and I absolutely 100% loved the mascara. It gives you extra lenth, full lashes and doesn’t clump. I totally recommend the mascara. I am planning to buy products from IT COSMETICS. Thank you for the free samples.

  • Edie Original review: Oct 17, 2018. Reply

    Left 12 messages and sent 2 emails to customer service in Canada. No response. Horrible customer service. Missed 20% discount. Will put on facebook

  • Jean Merino Original review: Mar 03, 2018. Reply

    I am from PR I change all my products to it costmetics and my face change automatically I a week. I have problems of pores and black spots and this is an amazing product.

  • Daisy Original review: Feb 02, 2018. Reply

    I have been using IT cosmetics concealer and super hero mascara forever and they are the BEST products in their category. I can’t wait to try the CC+ Cream and the rest of their line!

  • Roxann Original review: Jan 15, 2018. Reply

    I am new to IT Cosmetics, having jumped on the bandwagon only a month ago. But it didn’t take me long to realize the huge difference it was making to my skin. I’m 64 years old, enjoy wearing a full-face of cosmetics from base to eyeliner & friends are noticing the difference! I actually get compliments on how good my make-up looks! Go figure!!!! Having been a Bare Minerals devotee for years, I have now replaced all of my skin care products & cosmetics with those in the IT line. I put it on in the the morning & it looks perfect until I take it off at night. I’ve never had a waterproof eyeliner that was really waterproof! And it’s a soft pencil! And the eyebrow pencil is awesome. I use the Confidence in a Compact & my dark rosacia becomes invisible. If you’re undecided or just curious, I highly recommend going to the QVC website & watching the presentations available for each product. Watching the transformations is what sold me. I guess I’m now an IT Girl!!!!! For the 1st time ever, I enjoy putting on my face. It’s no longer a chore & being a professional, I have to look good. Thank you IT for giving me that confidence!

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    IT Cosmetics Bye Bye Breakout Review

    IT Cosmetics Bye Bye Breakout is a full-coverage spot treatment concealer designed to be a drying lotion and concealer in one product. It is available in seven shades and is said to effectively conceal the look of blemishes, acne, redness, and discoloration without creasing or cracking. There are several oil-absorbing ingredients in this product, including kaolin clay, zinc oxide, witch hazel leaf extract, and tea tree leaf water. These ingredients absorb excess oil from pores to prevent future blemishes, as well as temporarily tighten and tone the skin. In addition, witch hazel and tea tree leaf water have anti-inflammatory properties, which allows these ingredients to soothe existing blemishes.

    IT Cosmetics Bye Bye Breakout also contains anti-aging ingredients, such as peptides, hydrolyzed collagen, and a gentle AHA/BHA complex. While peptides are typically too large to be absorbed by the skin, they provide anti-aging effects by signaling to cells to produce more collagen. Similarly, the protein collagen is too large to be absorbed by the skin, however, hydrolyzed collagen (which is composed of small amino acids) can better penetrate the upper layers of skin. Glycolic acid, a type of alpha-hydroxy acid (AHA), and salicylic acid, a type of beta-hydroxy acid (BHA), both work by exfoliating the top layers of dead skin cells, leading to smoother, brighter skin and a more even complexion. Due to the oil-absorbing and exfoliating ingredients in the IT Cosmetics Bye Bye Breakout concealer, this product is best for those with oily and acne-prone skin.


    IT Cosmetics Confidence In a Cleanser Skin-Transforming Hydrating Cleansing Serum Review

    IT Cosmetics Confidence in a Cleanser Skin-Transforming Hydrating Cleansing Serum is a combination of a cleanser and a serum in one product. It is a one-step skin care solution that is said to gently cleanse and moisturize while leaving your skin feeling soft, refreshed and perfectly balanced. There are several gentle cleansing agents in this product, including disodium cocoamphodiacetate, PEG-7 glyceryl cocoate, cocamidopropyl betaine, and coco-glucoside. These ingredients work by attracting and suspending oil, dirt, and other impurities that have accumulated on the skin and allowing them to be washed away.

    Other important ingredients in the Confidence in a Cleanser Skin-Transforming Hydrating Cleansing Serum include hydrolyzed collagen, sodium hyaluronate, and colloidal oatmeal. Hydrolyzed collagen is composed of small amino acids, which are thought to help form new collagen in the skin. Collagen is what gives skin strength and durability, and promotes a more firm, youthful appearance. Sodium hyaluronate is the water-soluble sodium salt form of hyaluronic acid that functions as a humectant. Humectants attract and retain the moisture in the air nearby via absorption, drawing the water vapor into or beneath the surface. Colloidal oatmeal helps to calm redness and inflammation, as well as moisturize the skin. Overall, the IT Cosmetics Confidence in a Cleanser Skin-Transforming Hydrating Cleansing Serum combines cleansing, moisturizing, skin-soothing, and moisturizing ingredients in one multi-tasking product.


    It Cosmetics Bye Bye Redness Moisturizer Review

    The It Cosmetics Bye Bye Redness Moisturizer was designed to serve as a solution for those who suffer with facial redness, extreme sensitivity, or even rosacea. Facial redness is one of the more difficult skin conditions to treat because it’s hard to identify the reasoning behind this redness. Developed by plastic surgeons, the formula behind this product features a number of key ingredients including colloidal oatmeal, aloe, cucumber, chamomile extract, avocado, chrysin, turmeric, collagen and peptides. Oatmeal, aloe, cucumber and chamomile are all exceptionally beneficial for sensitive and reactive skin types, and help to calm and soothe any irritation that may be contributing any redness. Additionally, avocado helps to nourish the skin, while collagen and peptides work to address any signs of aging such as fine lines and wrinkles. In clinical testing, 97% of users saw a measurable decrease in overall facial redness.


    It Cosmetics Anti Aging Armour Review

    When it comes to skincare, one of the absolute most beneficial things you can do for your skin to keep it looking youthful, clear and calm is to protect it with daily sun protection. The It Cosmetics Anti Aging Armour makes this easy by delivering an easy to apply, comfortable SPF that you can feel good about wearing and reapplying throughout the day. This sunscreen offers an impressive SPF 50+ rating and uses mineral filters exclusively. Mineral UVA and UVB filters are an excellent option for those with sensitive skin types since they are less likely to cause irritation that chemical filters. In clinical testing, this sunscreen increased hydration by 100% and 96% saw soft and smooth skin while using this product. Additionally, 85% saw an improvement in skin texture and 73% said that their skin felt rejuvenated.


    It Cosmetics No50 Serum Review

    The IT Cosmetics No50 Serum offers uses a serum and primer product, all in one formula that is packed with beneficial ingredients to help create a hydrated, youthful and radiant appearance. The formula behind this product features 10 different oils and butters as well as 30 different beneficial extracts like licorice root, chamomile and colloidal oatmeal. Addition, this product also contains vitamins A, B, C and E, which can help to brighten the skin, even out skin tone, and help to reduce the appearance of fine lines and wrinkles. On top of that, this product is free of parabens, tac, sulfates and is entirely cruelty free. Because of all of this, you can feel comfortable incorporating this into your morning routine for both the immediate and long term benefits that it can offer.

    It Cosmetics Feel The Moment Review

    More and more, were beginning to see complex formulas which can act as skincare and makeup in one product. The It Cosmetics Feel The Moment Skin-Rejuvenating Hydrating Primer Serum contains all of the ingredients you’d find in a hydrating and nourishing treatment product, as well as the texture you’d expect from a skin refining primer. This formula is incredibly rich in beneficial plant oils and botanical extracts such as jojoba oil, avocado oil, soybean sprout extract, and turmeric root extract. This product also features a specific range of active ingredients including caviar extract, deep ocean water, hydrolyzed collagen, hyaluronic acid, niacin and peptides to rejuvenate and hydrate the skin. This product can be worn with or without moisturizer depending on your skin type and current skincare routine to prep your skin for the day ahead.


    It Cosmetics Confidence In A Cleanser Review

    Another one of the most beloved products from It Cosmetics is the It Cosmetics Confidence in a Cleanser. This cleanser features a unique and luxurious creamy formula that helps to hydrate while cleansing. Because of the texture of this product, the Confidence in a Cleanser would be excellent for those with drier skin types that can often feel stripped and sensitized when using gel or foaming cleansers. The formula behind this product is full of beneficial ingredients and botanical extracts including ceramides, turmeric root extract, licorice root extract and tea tree leaf oil. In clinical testing, 100% of users showed improved hydration and 100% of users felt completely clean after use. Additionally, 89% noted an immediate skin softening effect, and 83% said that their skin felt and looked rejuvenated.


    It Cosmetics Secret Sauce Review

    Although IT Cosmetics is most well known for their makeup, over the last several years, the brand has branched out to create some well-formulated skin care that focuses mainly on anti-aging skin concerns and related issues. One of their most targeted formulations is the It Cosmetics Secret Sauce. The brand refers to this product as a clinically advanced miraculous anti-aging moisturizer that features a number of key active ingredients. This includes vitamin C, peptides, hydrolyzed collagen, hyaluronic acid and licorice root extract. This ingredients help to boost radiance, improve hydration, smooth the skin and diminish the appearance of fine lines, wrinkles and uneven skin tone. This product also contains their Drop of Light technology that features diamond powder and bioluminescence to immediately boost radiance and deliver a dewy, healthy glow. Due to these ingredients and technologies, this product works immediately, as well as over time to improve the appearance of the skin.


    Bye Bye Blemish Drying Lotion

    Is Bye Bye Blemish Drying Lotion Right for You? If you've been researching ways for how to get rid of acne fast, you may have stumbled across Bye Bye Blemish reviews online. This product, which bills itself as the secret of movie stars for developing flawless skin, is claimed to have been designed to get rid of pimples fast. But is Bye Bye Blemish truly effective? To answer this question, we must take a careful look at how pimples develop, and the ingredients that can be used to target them. Regardless of how far along you are in the fight against breakouts, keep in mind that the best way to get rid of acne is to work with a licensed dermatologist. Only a medical professional can help you understand if products like Bye Bye Blemish Drying Lotion will be effective in your situation, or if better, less severe treatments are a smarter option in the long term.

    How to Use Bye Bye Blemish Drying Lotion

    Bye Bye Blemish Drying Lotion was designed primarily as a spot treatment. Some Bye Bye Blemish reviews online talk about consumers using this product on the entire surface area of the face, but this is a bad idea because the lotion is designed to reduce pimple size through drying. Therefore, if you apply it all over the face, and even around the delicate under eye areas, you'll be unnecessarily damaging your skin. Keep this in mind, and don't use Bye Bye Blemish as a preventative measure, but to specifically treat problem areas where pimples are beginning to show.

    An important note about Bye Bye Blemish Drying Lotion is that you should not shake the container before application. Most creams and lotions will suggest shaking the bottle to re-mix the ingredients, but this is not the case with Bye Bye Blemish. If you do shake the bottle, the solid sediment particles will not spread evenly on your skin and can cause irritation and even scratch the epidermis.


    Bye Bye Foundation

    Reading Bye Bye Foundation claims on the company website, it's easy to think that this cosmetic is a miracle product. The manufacturer makes many claims about it, including how easily it can provide full coverage of blemishes and skin imperfections, and how it can actually heal the skin through a combination of potent moisturizers. Such claims about Bye Bye Foundation are quite stunning, and if true, would make this product a great addition to any skin care routine. However, some skin care experts point to potential flaws with this foundation from IT Cosmetics. Further, some Bye Bye Foundation reviews suggest that perhaps this product wasn't as effective as the consumer hoped it would be, especially for the price. To better understand how this product works and what it can achieve, let's take a closer look at Bye Bye Foundation and the manufacturer's claims.

    About Bye Bye Foundation

    Bye Bye Foundation is marketed by a company called IT Cosmetics. The brand was co-founded by Jamie Kern Lima, a former news anchor who suffers from rosacea and hyperpigmentation issues. According to Ms. Lima, one of the biggest challenges she faced as a newswoman was all the time she had to spend doing make-up, to cover all of her skin imperfections before tapings.

    Eventually, Ms. Lima decided to partner with skin care experts (like plastic surgeons and dermatologists) to start a skin care brand that could be easily used by other women to look their best. Thus, Bye Bye Foundation was developed, along with other products in the IT Cosmetics line.

    Bye Bye Under Eye Cream

    It Cosmetics has been bringing out award winning skincare as well as makeup for years. Fan favorites like their Bye Bye Under Eye Concealer and full coverage CC Cream. But what is great makeup without fantastic skincare to create a base for application? With this in mind, the team behind It Cosmetics set out to create a skincare range that perfectly complemented this cult-favorite products. Today they have a number of skincare products, with their most popular product being the Bye Bye Under Eye Cream. So today we’re looking at this product from under a microscope and taking special note of the claims, the formulas and the reviews available so you can decide for yourself whether this product is a worthy investment in your skincare routine.

    Who is The Bye Bye Under Eye Cream For?

    The Bye Bye Under Eye Cream from IT Cosmetics is designed to treat a variety of skin concerns, so it can be used by almost anyone. It’s designed to treat occasional puffy under eyes as well as genetic dark circles, and everything in between. It’s also loaded with peptides and ceramides, so it’s a great option for those with dry or mature skin types as well. The only individuals who should be wary of this product are those with oily or sensitive skin types. Since this product does have a very long ingredients list, this could be too much for those with these skin concerns and could potentially cause milia.


    Bye Bye Lines Serum

    IT Cosmetics, which stands for Innovative Technology, are known for creating plastic surgeon-informed skincare and beauty product formulations that boast impressive cosmetic results. First developed to help women with rosacea conceal the redness in their complexions, the line’s cult-favorite CC Cream is fittingly known for providing flawless, even coverage on the face.

    True to their motto, “Your Skin But Better,” the cosmetic effects of IT Cosmetics stands out among competitors. When it comes to the visible results provided by their wrinkle-erasing anti-aging serum, Bye Bye Lines Serum Advanced Anti-Aging Wrinkle-Smoothing Miracle Concentrate ($58), brand loyalists who have come to expect a certain standard will not be disappointed.


    IT Cosmetics Confidence in a Cream

    With a name like “Confidence in a Cream,” it’s almost impossible not to be intrigued. For IT Cosmetics, Confidence in a Cream is a transformative moisturizing cream that promises to turn even the most lackluster skin around. For those suffering from dry, dull skin, or those fighting to slow down the hands of time when it comes to the look and feel of the skin, this product might just might be the miracle in a jar you’ve been looking for.

    Why IT Cosmetics Confidence in a Cream

    With so many different moisturizing creams that are full of promises, let’s dig into the it Cosmetics Confidence in a Cream and discuss what makes it different from the rest. For starters, the IT Cosmetics Confidence in a Cream was developed in collaboration with leading skin care experts and plastic surgeons. That’s some serious research and input that has gone into the formulation. The IT Cosmetics Confidence in a Cream works to stimulate the skin’s natural cycle to deliver softer, younger, healthier skin. With proper use, this product works on all skin types to increase hydration, revitalize and repair skin, and reduce the appearance of fine lines and wrinkles. The result? Simply better skin.


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