Wednesday 16 August 2017

An Introduction to IT Cosmetics | Brand Focus

I’m convinced that if you’re a beauty buff, you need no introduction to IT Cosmetics. US beauty brand, IT Cosmetics, was founded by Jamie Kern Lima and is based in New Jersey. Their aim? To create ‘game-changing products’ with the help of plastic surgeons. Until very recently British beauty fans went to great lengths to ship IT cosmetics to the UK, but they can now recoup their customs costs! They have officially launched in the UK at Selfridges, creating the world’s first ever IT Cosmetics department store counter and I’m here to give you the full low-down! Let’s take a look at some of my favourite products and why I love them as much as I do.


IT Cosmetics Your Skin But Better CC+ SPF 50+ cream* (£30 here)
It doesn’t get much more famous than the Your Skin But Better CC+ SPF 50+ cream, a full coverage colour-collecting cream. It’s the most incredible multi-tasker, offering you full coverage in a CC cream formulation – which means it’s light and airy on the skin. The ingredients in this mean it’s far from your “average CC cream”. A unique blend of hydrolyzed collagen, peptides, niacin, hyaluronic acid, antioxidants plus vitamins A, B, C and E, come together to make an anti-ageing hydrating serum. It all comes in a handy tube, meaning that it’s easy to travel with and you can savour every last drop. 


IT Cosmetics Heavenly Luxe Complexion Perfection Brush* (£34.50 here
Until this arrived I actually had no idea that IT Cosmetics created brushes and tools, so the Heavenly Luxe Complexion Perfection Brush was a pleasant surprise! You can use the large end to apply your foundation and then flip it round to the micro-end for accurate precision. What I love about this is that it’s the perfect travel companion, so you only have to pack one brush and cover all of your base. `It’s a really lovely soft brush and it looks gorgeous too!  


IT Cosmetics Bye Bye Redness Correcting Cream* (£25 here
When I saw The Anna Edit raving about this cream, I knew I’d be totally sold! As someone with a red-like-beetroot face, I’m always desperate to get my hands on something it will tone it down a bit. The Bye Bye Redness Correcting Cream acts quickly to cancel redness from your face. It’s packaged with lovely ingredients such as anti-aging peptides, colloidal oatmeal, collagen, aloe and avocado, which all work to keep the skin calm and neutralised. It also has an element of coverage to it, meaning that you could use this as your base, or layer it under your foundation. 


IT Cosmetics Bye Bye Pores Pressed Powder* (£25 here)
There’s a lot to be said for finding your perfect pressed powder, so I never turn down the chance to try something new! As the name suggests, the Bye Bye Pores Pressed Powder aims to blur the appearance of your pores and other perfections. It does this by using a blend of peptides, silk, collagen and antioxidants, which each work together to create a youthful finish! I’ve found that it also blurs imperfections and does a great job at keeping my skin matte. If you’re someone who has to top-up your powder, you’ll be pleased to see that it has a mirror in the compact, making it an handbag essential. 


IT Cosmetics Ombré Radiance Blush* (£21 here
Quite possibly the prettiest product in the collection, is the Ombré Radiance Blush. I mean the words ‘ombre’ and ‘blush’ already had me sold, but this is a really lovely blush. It’s another fantastic multi-tasker, blending together a beautiful blush and a stunning highlighter into one handy compact. Simply pop your chosen shade onto your cheeks for a pretty flush of colour – it’s completely talc free and lets you fully customise the finish you desire. 


IT Cosmetics Brow Power Lift Pencil* (£18 here
Of course, the brow trend is still going strong throughout 2017 and so I couldn’t resist the chance to see what IT Cosmetics had to offer. The first product from their ‘Brow Power’ collection is ‘Power Lift’. It’s a handy pencil which helps the skin to look more lifted, so you can actually use this all over the face, wherever you want a little bit of extra help! It will gently brighten the area in question and help to diffuse the look of a fine line or wrinkle. 

IT Cosmetics Brow Power Waterproof Perfector* (£18 here
The other brow product I’ve been testing out is the Brow Power Waterproof Perfector. It’s a really lovely powder-gel pencil, which glides on to the brow with no fuss at all. It’s a thin pencil, so it’s perfect for mimicking the look of real hair, for the perfect natural brow. It comes in loads of shades and I have the shade ‘Dark Brown’ which is a perfect match for me! You only need a very light tough as it’s highly pigmented and costs every hair (I’m told it even covers greys)! 


IT Cosmetics Superhero Mascara* (£19 here
The last product in this lovely list is the Superhero Mascara, which came with a firm recommendation from none other than Really Ree. This lovely mascara arrives in a sleek, glossy, black packaging and boasts the most lovely formulation. The formula aims to give you super volume, length and stretch, using lash-lifting polymers, volumising collagen, strengthening biotin, proteins and peptides combined with extreme black pigment. Just one coat gives you the most beautiful, dramatic lashes, all the way from the root to tip! 

I would love to know what you think of IT cosmetics, have you always been a fan of the brand, or are they new to you? Which of these products would you want to try first?
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