It Cosmetics is launching in the UK this April and it has landed on my blog! Part 1 – Foundation, its all about the base!

Hold the phone! Sound the trumpets! Ring the bells, the moment is finally here! Never have I been more excited to talk about a brand launch as I have about this! It Cosmetics is finally launching in the UK in April 2016 and I for one am beside myself happy.

For months I have been hoarding a stash of glorious products from the brand and am thrilled to finally share them all with you! If you have not heard of It Cosmetics  – which stands for Innovative Technology –  then….where have you been? No really….where?

It Cosmetics

For such a long time beauty Junkies, bloggers and make up artist’s have been having It Cosmetics products shipped from “over the pond” and now, finally, thanks to QVCUK we are able to order them direct. The whole ethos behind the brand is “To give you the power to look and feel your most beautiful”. Developed in 2008 by Co-founder Jamie Kern Lima, with leading plastic surgeons and dermatologists, It Cosmetics really have created a range of innovative products that are clinically proven to care for our skin, whilst using top anti ageing ingredient’s to make us look a better version of ourselves. If you suffer from Acne, Rosacea, Pigmentation, dull flat lifeless skin and many, many more skincare concerns, using the power of It Cosmetics can really transform the skin without drying it out or adding to the problem. Never tested on animals and 100% cruelty free, suitable for even the most sensitive of skins and easy to use, what is there not to like about this brand.

Over a few posts on my blog I will break down some of the products that I have been sent which will  be launching in the UK. Todays posts is all about the base, the foundation and getting that all important coverage and flawless look to the skin.

Your Skin But Better CC+ SPF50+ UVA/UVB in shade Medium 32ml – This product has rapidly become a cult product in America thanks to its SPF content and the look, feel and coverage that it offers to the skin. I am absolutely obsessed with this product. However… in the beginning I wasn’t so convinced. Firstly I think the packaging is great, it comes in a 32ml tube with a pump on the end which means the product is airtight and also comes out in measured doses so that you cannot overuse it. I have to admit how pleasantly surprised I was at the texture considering it contains an SPF, I was really expecting a heavy, cream texture, but it is very light and an absolute joy to blend as it just glides across the skin and buffs in really easily. Containing super hydrating and anti-ageing ingredient’s, this product really can be your serum, moisturiser, SPF, concealer and  foundation in one if you really want it to be. It also has a beautiful smell that is so addictive I couldn’t stop smelling my foundation brush when I was applying it…it smells lemony?  I applied mine using the Double ended Heavenly Luxe complexion perfection brush from It cosmetics, but you can use fingers, a sponge whatever you prefer. Thank goodness that I spend time testing and trialling these products before I write about them. When I first tried the CC+ I used one of my favourite flat head foundation brushes and really disliked this product on my face. I was convinced the colour was all wrong for me and I didn’t like the way it sat on my skin! Then I changed my brush to the fluffier Complexion Brush from It Cosmetics and it went on like a dream. When in doubt try with different brushes or sponges.

It Cosmetics Your Skin But Better CC+ SPF50+

 Pay attention to the areas of your skin that need more coverage, so for me this is the redness and Hyper-pigmentation caused by medication, on my cheeks, across my nose and for head. I then blend it outwards and get a lovely coverage. I am using the Medium colour and because of its colour correcting particles, feel that this is a lovely colour for my skin. I think this would make a lovely base under a more full coverage make up for evenings or when I am wanting a full face make up, but for day to day, school run or “no make up, make up” I think this is beautiful coverage. I find this product feels lovely and cool on my skin and does not feel heavy or like make up at all. This is labelled as full coverage but  I  think this is more of a medium coverage which is very buildable. In the USA shades available are Fair, Light, Medium, Tan & Rich so I am assuming these are our shades too.

It Cosmetics Your Skin But Better CC+ SPF50+ (medium)

Before and After Your Skin But Better CC+ SPF50+ UVA/UVB in shade Medium – Although it states it is a full coverage product I think that on me it offers a medium coverage on me but as you can see from my photos below it literally covers every flaw. Feels beautifully light on my skin and is the perfect base to add concealer, bronzer and blush. Love this.

It Cosmetics Before & After Your Skin But Better CC+ SPF50+

CC+ Veil Beauty Fluid Foundation SPF50+ (medium)  10ml – This cushion container foundation contains anti-ageing ingredient’s that can help to minimize the appearance of pores and fine lines, as well as a serum and a SPF 50+. Being a cushion container is great as it is a liquid in a compact, which means that you not longer have to decant your liquid foundation onto the back of your hand and then blend onto your face, you can just press the cushion with the sponge included, or your favourite foundation brush, and a measured dose of foundation will be deposited. It also has a safety cover which you click into place before putting the lid down so there will be no leakage. The silver packaging is beautiful making it look lovely on your dressing table or in your handbag.

It Cosmetics CC+ Beauty Fluid Foundation SPF 50

 I was sent medium in this CC+Veil . I really buffed it in for the purpose of the photos and realised that a little really does go a long, long way. The product is so easy to blend and again this is another product that you can build if you need more coverage . I found the coverage to be enough and enjoyed the slight dewy look it gave. I did notice a beautiful glow to my skin. Infused with liquid crystals and pure coverage pigments, it really adds a beautiful luminosity to the skin. My dry, dull skin looked so healthy!. When the sun hit my skin I had perfectly natural points of highlight which I loved. This foundation lasted all day on me without caking or creasing which was brilliant, and thanks to the fab ingredient’s including hyaluronic acid  and vitamins, my skin felt moisturised and healthy all day. On my trials I did prefer this with a primer underneath as I then got a much smoother finish than without. The texture is so light, just remember not to be heavy handed and to blend well down onto the neck. If you love liquid foundation that gives a great no fuss, flawless, medium coverage then I really recommend this. Comes in shade Light, Fair, Medium, Tan and Rich.

Before and After CC Veil Beauty Fluid – I absolutely love this! It is so hard to capture in a photograph but it gives a lovely sheer coverage which you can easily build up without the product becoming too thick or heavy. It has beautiful reflective particles that make the skin have a lovely glow and sheen, plus it adapts really well to your own skin tone. This is the one I now wear most days as it really makes my skin look flawless. Obviously I have not added any concealer as this post is just about foundations but you can see the level of coverage it gives my uneven skin after one application.

Before and After It Cosmetics CC Beauty Fluid

Celebration Foundation 9g (Light Medium) – For those of you that prefer the ease of a powder foundation, Celebration Foundation is a full coverage, talc free, anti-ageing formula. The anti-ageing aspects of this foundation including Hydrolyzed Collagen, Hyaluronic Spheres, Antioxidants, Rose, Silk and Aloe, enable this formulation to blur away imperfections, pores and fine lines and wrinkles. As regular readers of my blog will know I am not usually a fan of powders to be honest, I tend to find that my dry skin doesn’t usually react well to them and I end up looking caked and dehydrated. I was looking forward to trying this product that offered me an easy flawless coverage. I always make sure my skin is well moisturised, primed and dry before applying any foundation, but especially a powder foundation as if your skin is not primed before hand it will end up looking very dry.

It Cosmetics Celebration Foundation

I must admit the coverage on this powder was great depending on which brush I used and was very quick and easy to apply, I played around with brushes, I tried my flat top concealer brush and also a more fluffy foundation brush to achieve different levels of coverage. If you can bear to mess up the beautiful It Cosmetics logo in the powder, swirl your brush in the compact and give a little tap. Gently buff in sweeping motions all over the face until you achieve the coverage that you want. The pigmentation in this is fab and coverage it brilliant. It did give an airbrushed look to my skin and also blurred my pores which I was very, very surprised about. I think this would also be great for an oily t-zone too or to use over an existing cream foundation as it adapts really well to skin tone and just smoothes everything out. If you are a powder foundation lover, then this is a really great product. I enjoy wearing it, but will admit to still preferring the Cream foundation.

Before and After Celebration Foundation – Gives a lovely buildable coverage, is super fast if you need to get out the door quick, Great for anyone that loves wearing a powder foundation.

It Cosmetics Celebration Foundation Before & After

Bye Bye Redness 11ml – Wow, wow, wow! This little miracle pot of cream is absolutely amazing and a real stand out product for me. Having seen a demo on Jamie Lima (CEO & Co-Founder of It Cosmetics) I was blown away by what this product could do. Starting life as a skincare product which then had colour correcting pigments infused into it and containing Collagen, Hyaluronic Acid, Aloe, Colloidal Oatmeal and Avocado this is a really soothing and calming product for redness on the skin. If you suffer from Rosacea, blemishes, heat in the skin or broken capillaries, this product can minimise that redness in seconds.

 I have redness in my cheeks but it really is minimal, I also suffer sometimes from redness under my eyes, around my nose and over any blemishes and pimples I may get. Using a buffing brush or concealer brush (I have used the Heavenly Luxe Complexion perfection no.7 brush) just buff the tiniest amount onto the skin. The coverage is unbelievable! You can use this under, over or instead of foundation. It really is amazing at covering redness, the consistency is a really light fluid texture, not heavy or cakey. Amazing on acne redness, scars, men, women and teenagers. This little pot in one shade, will really last such a long time as a little goes a long way.

It Cosmetics Bye Bye Redness

Bye Bye Redness before and after – Considering this is to cover redness I have pretty much used it everywhere! You can see how it has completely taken away all my under eye redness, around my nose, covered the blemish on my chin and I have used it as eye shadow primer over my red eyelids. This product covers so well and feels so nice on the skin that you can easily use this as your base and then add your bronzer, blush, highlighter etc.

Bye Bye Redness Before & After

Bye Bye Pores Pressed Powder 9g (Translucent) – Ok…..when I read about this translucent powder I did have to style a bit of a scream as I am not a fan or translucent powders at all. Obviously I knew I had to try it to give you my feedback so here goes. Firstly the amazing thing about this pressed, translucent powder is that it does not contain talc, therefore is should not cake or leave a heavy, white look to the skin. Made with collagen, silk, anti-oxidants and optical blurring drops of light technology it is a very lightweight powder that aims to set your make up and completely blur your pores and fine lines. this is such a cult It Cosmetics product so I really had high hopes for it as I love the range and am thrilled by the results from everything else.

It Cosmetics Bye Bye Pores Pressed Powder

Unfortunately on me this product didn’t work as well as I had hoped it would. It did have a whiteness to it at first which was a little scary but that did soon blend in to my skin. Baring in mind that my skin is usually dry, unfortunately for me this did nothing at all for blurring the pores around my nose and cheeks and nothing for the fines lines around my mouth area. However, I did use it to “bake” my under eye concealer, so after applying concealer under my eyes, I let this powder sit there a while then buffed it off and my under eye area looked lovely and bright and showed no signs of wrinkles. Obviously I will continue to test this product out and see if I change my opinion of it. I also  find for me it works better on completely bare skin rather than over foundation. If you have a dewy foundation that you would like to matte down a little or you have an oily t zone, I think this product would work better on you.

It Cosmetics Bye Bye  Pores Pressed Powder

All in all I think It Cosmetics is an absolutely outstanding range and I have been thrilled with the products that I have tried. I think that if you have really struggled to find a range that not only benefits the skin, but also addresses every skincare concern that you may have, from redness to acne to fine lines and rosacea etc, you should give this a go. If you have always struggled to find the perfect base or foundation then i really think there is absolutely something here for everyone. This is not a high fashion range that drops a few brightly coloured products and then disappears, but a range that really can become a staple in your cosmetic wardrobe. The packaging for all the products listed above is lovely and all of the products last such a long time. My go to’s on what I have reviewed above would have to be the CC+SPF 50 cream, the CC+Veil Beauty Fluid and the Bye Bye redness. These really stand out for me and work beautifully on my skin. I am totally blown away by the coverage I received with these products and how natural my skin still looked and felt.

It Cosmetics  will be airing on on QVCUK 15th April 2016. The products featuring over my next few posts are launching in the UK. I will add the links to these products via QVCUK nearer the time, when they become available so make sure you watch this space. Also keep an eye on my blog as I will be featuring many, many more products sent to me from It Cosmetics over the next few days or so. I will also be adding a full face look to my other It Cosmetics Blogs using only their products. For more information visit It Cosmetics Here, There you will find many brilliant tutorials on how to use the products.

All of the above is just my own personal opinion of the products based on my own skin. Individual results will vary.

Let me know your thoughts below as I love to read your feedback. I will respond to all.

PR Sample or Gift


  1. Yvonne Corser
    March 15, 2016 / 3:18 pm

    Am so excited, heard about this range in the press,eagerly waiting to see the demos. Thanks for the blog Sharon, very well written ��

  2. sandstorm
    March 15, 2016 / 4:51 pm

    that makes your skin look flawless , The coverage looks amazing . as always you do such great before and after photos so we get to see true results thanks for the honest bare skin pictures before hand 🙂 can see this product falling into my shopping basket

  3. Pam
    March 15, 2016 / 6:06 pm

    Great blog as per usual. Do you have any idea what price range this will be in?

  4. Anonymous
    March 15, 2016 / 6:23 pm

    It looks great on your skin. Very informative blog. I can't wait to see the full demonstrations. Love to read your blogs. Very informative and interesting. Good photos too. Sue

  5. janie smith
    March 15, 2016 / 7:55 pm

    I have bought this range when i visit the States. I loooooove it. My fave has to be the bye bye pores xxxxx

  6. Anonymous
    March 15, 2016 / 11:20 pm

    This sounds good a few items on your blog that I want to try. Cant wait.

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