It Cosmetics Guthy Renker Try It Now Reviews

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In 2017, Jamie Kern Lima, founder of Information technology Cosmetics, spoke at the CEW Awards and recalled how early in the brand's history, investors suggested she use aspirational models to sell her products. Instead, Kern Lima went with her gut: She went live on QVC with models with nighttime circles and real peel to show the ability of her products. Non but that, she demoed the brand'southward concealer on her bare skin, showing how it magically covered her hereditary rosacea. Kern Lima sold out of the product within 10 minutes; not long after, It Cosmetics grew to be a billion-dollar brand.

It'south easy to see why people are obsessed with It Cosmetics—the before and after pictures are striking. Kern Lima formulated the line with plastic surgeons and dermatologists using cutting-border technology to create products that enhance customers' natural beauty—so you await like you, but better.

It Cosmetics

Founded by: Jamie Kern Lima, 2008

Based in: Bailiwick of jersey City, New Jersey

Pricing: $$

Best known for: solution-focused skincare and makeup designed to conceal and right common peel issues

Almost popular product: Your Skin But Improve CC+ Cream with SPF 50+, Bye Bye Nether Eye

Fun fact: After It Cosmetics was acquired by 50'Oréal in 2016, Kern Lima became the first female person CEO of any 50'Oréal brand.

Other brands you'll dearest: Dermablend, Perricone MD, BareMinerals

Kern Lima, an It Cosmetics brand representative said, "knew there had to be a better style; products that solved people'south beauty concerns, including her own, and gave [people] the power to truly expect and feel their most beautiful."

Although the CEO stepped downwards in 2019 to become a best-selling writer, It Cosmetics withal strives to create "game-changing," "life-changing" products for real-world beauty problems, the rep said. It caters to dazzler mavens whose "self-perceived skin imperfections" similar "acne, melasma, dark spots [and] dullness" are "holding them dorsum from being their most confident," the rep added.

No incertitude, home shoppers and Instagram influencers alike have been won over by Information technology'south color-correcting makeup and user-friendly skincare. The make says information technology keeps fans engaged by incorporating user feedback and ideas into new products, sometimes taking several years to hone its formulas until they're worthy of "superhero" status. (The all-time-selling CC foam took 4 whole years to develop; the Confidence in a Foam moisturizer, seven years).

So which Information technology Cosmetics products earn the Byrdie seal of approval? Read on for our favorite It Cosmetics products, plus links to full reviews.

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It Cosmetics Your Peel But Better CC+ Foam With SPF 50+

It Cosmetics Your Skin But Better CC+ Cream With SPF 50+ $40.00

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I've seen this CC foam all over Instagram and QVC and have always been curious to give it a try. Information technology's much more full-coverage than typical CC creams, which makes it more than alluring to me as someone with melasma and hyperpigmentation.

I applied it with a Beautyblender and noticed that the consistency was thicker than a traditional CC cream simply thinner and dewier than a liquid foundation—the platonic consistency. Information technology hid almost of my discoloration and gave off a super-hydrated, non-greasy glow that I'm never able to achieve with foundation.

Check out our in-depth review of It Cosmetics' CC cream hither.

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Information technology Cosmetics Cheerio Bye Under Eye

Information technology Cosmetics Bye Farewell Nether Eye $28.00

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I've tried this concealer earlier and forgot how practiced it is. Although I expected a liquid consistency, it'south more of a solid with super-dense pigmentation. I used my middle finger to tap information technology onto my under-optics and onto areas that need a fleck more than coverage (I had a few small breakouts the twenty-four hours I tested it) and found that it acts like the Photoshop eraser tool in existent-fourth dimension, without whatever creasing or flaking.

Read another editor's accept on Goodbye Bye Under Eye with our full review here.

03 of ten

It Cosmetics Your Skin Merely Improve Oil-Free Makeup Primer

It Cosmetics Your Peel Merely Better Oil-Free Makeup Primer $40.00

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I know, I know—$40 is a lot to shell out for a relatively unsexy production like makeup primer. But hear me out: This may exist one of the best-performing makeup primers I've always tried. It doesn't pill no matter how many peel care products you pile on underneath your makeup, and never makes makeup look patchy or unnatural.

This primer as well plays particularly well with the brand'southward CC cream, extending the foundation's vesture time past a few hours. I like mixing a piffling of the primer with some facial sunscreen and layering it on nether the CC cream to make sure I get long-lasting makeup plus decent sun protection.

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It Cosmetics Surreptitious Sauce Moisturizer

It Cosmetics Secret Sauce Moisturizer $69.00

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IMO, It Cosmetics' forte is makeup, not skincare. Still, It has a few skincare products worth writing home virtually, including this luminous skin cream—which we actually adopt to the aforementioned best-selling Confidence in a Cream.

Infused with hyaluronic acrid and diamond pulverization, this cream makes normal to dry out skin expect instantly plumper and dewier than yous may have thought possible. And the skin-brightening benefits aren't just immediate: Secret Sauce is designed to ameliorate skin tone over time with brightening ingredients such every bit vitamin C and licorice root.

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It Cosmetics Brow Ability Micro Universal Brow Pencil

It Cosmetics Brow Power Micro Universal Brow Pencil $25.00

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I'g incredibly item almost my brow routine (who isn't?) and wasn't too psyched to try this product at first. And so I was pleasantly surprised by this skinny pencil, which allows you lot to draw believable-looking brow hairs with amazing precision. The spoolie is also incredible for brushing my brows in identify.

The pencil comes in just 1 shade, Universal Taupe, a cool-toned light chocolate-brown that the make claims works on all hair colors. Although it'south a pretty versatile shade, it's probably all-time for those with gray, blonde, and brown pilus; information technology may look a little wonky on those with red or black brows.

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Information technology Cosmetics Ombré Radiance Bronzer

It Cosmetics Ombré Radiance Bronzer $35.00

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With this slightly shimmery powder bronzer, a little goes a long way. I dipped an angled kabuki brush into the bronzer but had to tap off quite a bit earlier applying—it deliversand then much color payoff that I only needed the lightest touch on. The shade is likewise perfect—it's a bit crimson and cool, so no orange streaking, just a bit of added warmth.

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It Cosmetics How-do-you-do Low-cal Cooling Glow Highlighting Stick

Information technology Cosmetics Hello Light Cooling Glow Highlighting Stick $20.00

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I'm pretty obsessed with Revlon'southward highlighter stick, only this product just upped the ante. Hello Lite is fortified with peptides, aloe, and collagen and cools the pare on contact while creating a dewy glow. It made me look completely refreshed and not at all sleep-deprived. The shade White Gold, shown here, looks best on warm complexions; the pink-tone Copper Rose is made for cool complexions.

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Information technology Cosmetics Naturally Pretty Essentials Matte Luxe Transforming Eyeshadow Palette

Information technology Cosmetics Naturally Pretty Essentials Matte Luxe Transforming Eyeshadow Palette $29.00

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I'm hopelessly devoted to my Urban Decay Naked Palette (the original version) and detect information technology hard for other shadows to match it in color payoff and shade perfection. That said, I was intrigued by the portable size of this palette, not to mention its practical selection of six neutral shades.

This palette'south shadows are all matte, which initially turned me off—I dear some shimmer. Just when I dusted them on, there was no fallout and they lasted all day on my lids. A makeup artist even stopped by the office that aforementioned solar day and complimented me on my eye color. The included powder highlighter is a squeamish bonus.

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It Cosmetics Cheerio Good day Makeup Cleansing Balm

It Cosmetics Goodbye Good day Makeup Cleansing Balm $38.00

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If you lot're a skincare minimalist, you simply must endeavour this multitasking, makeup-melting cleanser. It's somehow capable of gently cleansing pare and dissolving hard-to-remove makeup—waterproof mascara, eyeliner, etc.,—at the same time.

Packed with hyaluronic acrid and ceramides, it besides leaves pare feeling lightly hydrated; those with normal or oily pare may not even need a moisturizer afterward. Although the product doesn't technically need to exist rinsed off—information technology can be wiped off with a washcloth—I adopt the less-messy rinsing alternative, particularly for removing foundation.

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Source: https://www.byrdie.com/best-it-cosmetics-products

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