It Cosmetics UK Launch is here! Part 2 – The most anticipated brand Launch this year!

I am so excited to bring you more from It Cosmetics, the Brand that has taken America by Storm and is certainly creating a huge buzz in the UK ahead of its 15th April Launch .

It Cosmetics UK Launch

I have previously written about the base/foundation/coverage products expecting to launch HERE, and also a little bit more about the brand features on that post too. Today I am going to dive straight in talking about the products. IT stands for Innovative Technology and working with plastic surgeons and dermatologists, co founder Jaimie Kern Lima Created a range of Skin loving products that contain, clinically proven ingredients that work on a whole host of skin issues. As a beauty blogger, I am fortunate in that I get to try many brands and many products, unfortunately, that can sometimes take a toll on my skin. At first knowing I would be sharing a before and after photo as usual, I was very wary as my pigmentation has seemed to increase whilst using a skincare product and I have had an extremely rare breakout. However, I should have known that It Cosmetics would, literally, have it covered.

Bye Bye Under Eye Concealer – ( Im Featuring the Neutral Medium Shade) This is It Cosmetics award winning Concealer and I am sure you will soon be as hooked on it as I am. Containing Collagen, Vitamin C and K not only will this product conceal any dark areas, or age spots, pigmentation and blemishes , it will also hydrate the skin and brighten as it does so. The amazing thing about Bye Bye Under Eye is that as it sets it does not wrinkle, crack or crease into dry areas of the skin. My Top tip would also be to make sure your skin, including your under eye area is always well moisturised and primed. Any make up on a very dry/dehydrated skin has to work so much harder so before you apply your base, always make sure your skin is prepped and primed.

You really need a tiny amount of this product as it is highly pigmented and a little goes a long way. Give the tube a shake first as sometimes you will see the liquid ingredients  come out first, so I give it a gentle roll between my hands, then a shake, then squeeze a little onto the back of my hand. This really is one of the creamiest, most easy to apply concealers that I have ever used. It glides on like a dream and blends beautifully. I apply mine in a v under my eye, taking the concealer a little further down onto my face. It can also be used to cover blemishes and age spots and feels like air on the skin. Lasts all day on my dehydrated skin and gives a beautifully bright dewy look. It is also waterproof so shouldn’t budge if you are shedding happy tears! If you prefer to set it with a powder, then feel free to do so as this also works.

It Cosmetics Bye Bye Under Eye

Naturally Pretty Volume 1 Matte Luxe Transforming Eyeshadow Palette – OMG, I truly believe when It Cosmetics made this palette they absolutely had me in mind! I am 100% a Matte Palette girl, yes there are times when shimmer is needed, but on my 41 year old, starting to hood, starting to dry, starting to crease, eyelids, Matte is better.  This palette does also give you the option of adding some shimmer thanks to the “Transforming Pearl”.

It Cosmetics Naturally Pretty Matte Palette volume 1

 Containing 14 Anti-ageing Matte shadows there really is a shade for everyone. Anti-ageing due to the Ingredients used such as Peptides, Collagen, Silk and Antioxidants and without any talc, these shadows should not enhance any lines or wrinkles on or around the eyes and on me they do not at all.

It Cosmetics Naturally Pretty Matte Palette

 These shadows are highly pigmented and can be used wet or dry which is fantastic, so you can use them as liners too. They make the eyes appear younger as they have a beautiful smoothing effect and last really well on the lid. I love using them with the It Cosmetics Heavenly Luxe No Tug Dual Eye shadow brush which layers and buffs products perfectly without pulling the skin. To add the shimmer you can apply the matte to your brush and then dip into the Transforming Pearl or mix on the back of your hand. I love using the shade “SoftLight” as my base shade, to even out my skin tone and I adore the shades “Violet” and “Iconic” I am a purple kind of girl. The palette looks really pretty as it is in a suede style nude/pink case with a mirror inside. Another great feature is that the shade names are not on a plastic inlay but actually printed under the colours, which , as a blogger who writes about make up and shares shade information, I love. Personally I  wish this palette had the whole inner lid as a mirror and that the palette was sleek and black like a lot of their range as its a bit too “pretty” for me. However this is a go-to Matte Palette and I cannot wait to try Palette Number 2.

It Cosmetics Naturally Pretty Matte Palette

Tightline – This great product from It Cosmetics is a 3-in-1, so it is your eyelash primer, eyeliner and mascara all in one. When you open the lid don’t be worried that the brush has fallen off!! Hahah! This tiny brush is what makes this product so unique. By holding the wand horizontally and gliding across then though your lashes, you are able to add a layer that looks like your eyeliner, plus wiggle through to the ends giving you a gorgeous coat of black mascara.

It Cosmetics TightLine Mascara

 If you have short, stubby, barely there lashes, this will literally grab on to each one and coat them, making your lash lines look fuller and blacker. It is great for the bottom lashes too as the tiny brush is just perfect for coating each lash without leaving behind any mess. Full of conditioners and lash enhancing ingredients this product is great for even the most sensitive eyes.

It Cosmetics Tightline Mascara

Superhero Mascara – Now it really is time to throw away those false lashes!! This product will certainly give your lashes some Va-Va-Voom! not one for the faint hearted as you will certainly be making a statement in this!! Beautiful jet black mascara made in Italy, containing peptides and proteins that lift, lengthen and plump out your lashes! The brush head has brushes cut at all lengths on it to reach all your lashes that are growing at different lengths. Clinically proven to increase your lashes by 500% on the first coat, this really does deserve its Superhero name and statues.

It Cosmetics Superhero Mascara

Clinically shown results!

  • 96% said their lashes looked stretched!
  • 96% saw dramatic volume & length! 
  • 96% saw plumper-looking lashes! 
  • 100% saw a fuller lash line!

*Results observed in a consumer panel survey.

Anti-aging & lash-loving!

  • Elastic Stretch Technology
  • Lash-Lifting Polymers
  • Volumizing Collagen
  • Hydrolyzed Keratin
  • Proteins and Peptide-Infused
  • Biotin
Above no Masacare, below wearing It Cosmetics Superhero Mascara

Live, Love, Laugh Vitality Face Disc – I absolutely adore everything about this palette, from its sleek black packaging through to its highly pigmented colours. Everything about this palette is perfect, for me anyway haha!! Inside this huge palette which I can only just hold in one hand you will find a full sized mirror in the lid – which as you know I love, because then you only need this and a few other items on your travels and you are good to go.

It Cosmetics Live, Love, Laugh Vitality Face Disc Contour Kit

 Each colour is in the perfect amount for me too, so there is half of the palette in a beautifully embossed Matte chocolate shade which is perfect for contouring and as a bronzer and then the other half is divided into a beautiful fresh, light Matte, pink shade and a gorgeous shimmer pale gold. Now, when I use powders, my face has to have been primed within an inch of its life because of my pores, so I obviously do this before I apply my foundation and sometimes again after, depending on the powder I am going to use. This contour collection is so beautiful on the skin and I think it will really suit any age complexion because you can have a very light dusting ( these are highly pigmented) or if you have a darker skin, you can add a bit more, they really are easy to build.

It Cosmetics Live, Love, Laugh Vitality Face Disc Contour Kit

 On the back of the box is a picture that shows you how to contour and it really is very easy and you have seen me contour on this blog before, but, you can use these just as your bronzer, your blushers, your eye shadow, your highlighter. Just be guided by yourself and your skin. This is suitable all year round and in summer would be great at balancing out a tan as the bronzer shade is lovely and matte and looks nice and natural. I think this is one of my favourite products in the range as well as a cream highlighter that I am desperate to try too! Even if you have already purchased a contour kit, which I have, this is really worth considering as the shades are beautiful.

It Cosmetics Contour kit

Your Lips But Better Waterproof Lip Liner – I am thrilled that It Cosmetics have brought out these lip liners as I know that lots of brands now don’t tend to bring them out. I love a lip liner, I always use them even with a gloss, I line my lips then fill my lips with them too for extra staying power. I know lots of lipsticks have a pointed tip so you can use them as your liner and there is nothing wrong with this but I just love me a liner hahaha. Great also if you like that Ombre lip, where you line your lip in one colour and choose your lip colour a shade or two lighter and gradually blend them inwards. Gorgeous. These lip liners are super creamy and super hydrating thanks to the ingredients.

It Cosmetics Your Lips But Better Lip Liners

 Packed full will Peptides and Avocado oil, Jojoba oil, and Shea butter, they glide easily across the lip without any pulling or dragging and feel beautifully moisturising. They really do last all day too, so if you are using them under your lip gloss, you will still be left with colour when the lip gloss has worn off.  I have these in two shades, Pretty in Pink is a beautiful cross between a salmon pink and a Barbie pink but it somehow seems to match my lip tone perfectly. And Blushing Nude which is almost cinnamon like in colour and again another perfect shade to have in your make up collection. These liners are retractable and twist easily and also come with a sharpener at the end so you will always have the perfect point for your pout. I highly recommend these as the two most beautiful, hydrating wearable lip liners to have.

Vitality Lip Flush Butter Gloss – These lip glosses are absolutely gorgeous! They give a beautiful high shine, feel amazing on the lips and come in the perfect collection of nude colours. I have Naturally Pretty which is a nude based colour with a hint of pink and shimmer,

It Cosmetics Vitality Lip Flush Butter Gloss Naturally Pretty 

 Perfect Nude, which really is the er….. Perfect Nude!

It Cosmetics Vitality Lip Flush Butter Gloss Perfect Nude 

 and Pretty in Pink which on the back of the hand and in the tube is almost a Barbie pink, but on your lips seems to colour adapt and blend to a beautiful wearable colour.

It Cosmetics Vitality Lip Flush Butter Gloss Pretty In Pink

 Thanks to the clever “Doe foot” brush on the end, they mould round the lips really well and are easy to apply. They feel beautiful on the lips and thanks to the ingredients such as Collagen, Hyaluronic Acid, Peptides, Plum Oil, Cherry Oil, Shea Butter, Avocado Oil, Argan Oil and Jojoba are great at hiding lines and wrinkles on the lips and keeping the lips soft, moisturised and supple.
 I do brush my lips weekly with a clean soft toothbrush, to remove dead dry skin but you can also buy lip scrubs.

It Cosmetics Vitality Lip Flush Butter Gloss  

A really gorgeous collection of nude lip glosses that will look amazing on everyone.


It Cosmetics before and after

As you can see from my photo above It Cosmetics really does cover a multitude of sins, no airbrushing or editing has been involved, these are genuine photos. In the before you can see I suffer from Pigmentation, Wrinkles, dark circles under my eyes and a breakout on my nose and chin area. After you can see that it is all covered and my skin looks glowing and natural. I am thrilled with the results.

Get The Look : Make up in my after photo

It Cosmetics CC+ Colour Correcting full coverage cream in shade Medium,
Bye Bye Under Eye Concealer,
From the Naturally Pretty Matte shadows, “warmth” all over lid, “All Heart” in crease, blended upwards, “Sheer Joy” dipped in “Transforming Pearl” as under brow highlighter, “Midnight” wet as top lid liner.
It Cosmetics Superhero Mascara – One coat,
Live, Love, Laugh contour palette to contour lightly all over,
Your Lips But Better Liner in Blushing Nude,
Vitality Lip Flush Butter Gloss in Naturally Pretty,

Overall the It Cosmetics collection is outstanding, including their choice of foundations which I previously wrote about HERE. Is the collection worth the hype? Yes….If you are someone that has really struggled finding full coverage for your skin to disguise, redness, acne, pigmentation etc, then this is a brand for you. If you are young and want to begin using cosmetics then this is absolutely the brand for you thanks to its amazing skincare ingredients. If you have a more mature, dry skin, oily skin, or thinning skin then yes because the products are super hydrating and do not tug or pull when applying them….and if just because you love make up then of course because…well…IT speaks for itself. A beautiful, cruelty free brand that really will bring out your most beautiful you!!

It Cosmetics will be launching in the UK only on QVCUK 15Th April 2016. For more information on the products from QVC click HERE. For More information on It Cosmetics please visit their website HERE

I would love to know your thoughts on my post above, please leave me a comment below

PR Sample or Gift


  1. sandstorm
    April 14, 2016 / 2:40 am

    wow, wow , wow , Fantastic blog , , I so need IT in my life , incredible before and after pictures. Thanks for doing them , You do have a great canvas to work with anyway but wowza does the make up enhance your beautiful eyes and lips even more and the foundation and concealer work perfectly on you to cover the bits you dislike 🙂 brilliant just what i am after too xx Tracie W

  2. Anonymous
    April 22, 2016 / 12:18 pm

    Love what I have tried so far that is the eyebrow pencil (FAB) bye bye pores (FAB) on advanced orders I have the blush, mascara,spare set of the brow pencils. Thanks once again for all your great info on the products.

  3. Anonymous
    March 25, 2017 / 5:58 pm

    Wow the drama from that mascara – omg !!!! Gorgeous before and after as always – love the colours in the palette on you xxx Celia xxx

Leave a Reply

Your email address will not be published. Required fields are marked *

Looking for Something?