It Cosmetics Launch Skincare in the UK – No.50 Serum is here!

With so many make up launches happening in the beauty world every day, it takes something special to get my attention and share it with you. Since its hugely successful UK launch in 2016, It Cosmetics has kept us on our toes with their innovative products that never fail to deliver.

It Cosmetics New UK Launches April 2017

With the imminent launch of their Skincare in the UK, It Cosmetics have cleverly managed to cross the barriers of producing products that not only make the skin look better but feel better too.
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 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? Launching in the UK on  26th April 2017, is a selection of make up and skincare that I think is very pretty.

Naturally Pretty Eyeshadow Trios

It Naturally Pretty Eyeshadow Compact

 If you are as much of a fan of the Naturally Pretty Palette as i am, then you will be thrilled with these eye shadows. Not only are they perfect for traveling, but they come in a great little compact. When you open the clear lid, you can then lift the eye shadow tray up to reveal two neatly wrapped and folded eyeshadow sponges (which to be fair, I wouldn’t use) and a cute little mirror. Perfectly, portable, pretty product! Hahaha. The shadows are lovely and creamy, even though they are a powder, which is down to the inclusion of Hydrolyzed Collagen, Acai, Green Tea and Vitamins A, C, & E. The pigment is so deep and I find that they leave my eyes looking really smooth and bright. They come in  a choice of colours and you can also use them wet for eyeliner.

Matte Luxe: Velvety neutrals, including light cream, cashmere beige & rich espresso

It Cosmetics Naturally Pretty Eyeshadow trio in Matte Luxe

Pretty in Amber: Golden must-haves, including silk sand, sun-kissed caramel & warm copper

It Cosmetics Naturally Pretty Eyehsaodw in Pretty in Amber

Pretty in Nudes: Naturally pretty nudes, including matte pink, illuminating peach & soft suede

It Cosmetics Naturally Pretty Eyeshadow in Pretty in Nudes

Pretty in Plum: Perfect plums, including brightening blush, lovely lavender & beautiful violet

It Cosmetics Naturally Pretty Eyeshadows in Pretty in Plum

Pretty in Smoke: Smokey essentials, including light pink, satin taupe & gorgeous graphite

It Cosmetics Naturally Pretty Eyeshadows In Pretty in Smoke

Blurred Lines Smooth Fill Anti-Ageing Lipstick Trio –

It Cosmetics Blurred Lines Lipstick Trio

Now, whilst I dislike the term Anti-ageing emblazoned on a product, I do like these lipsticks. Anti-Ageing makes it appear as though its something I am against, which to be fair, is something I cannot change so I learn to embrace it. Anyway, mini rant aside, you can pretty much find an It Lipstick in each of my handbags. Why? Because they are super comfortable, pretty much every shade suits whatever look I am wearing and they give a really lovely pigment that’s deeper than a coloured balm, but not as deep as a traditional lipstick. Infused with lip-loving ingredients including Collagen, Peptides, Hyaluronic Filling Spheres, Shea Butter, Jojoba and Grape Seed Extract to nourish your lips while evening your lip tone, smooth the appearance of lip lines, and add colour to your lips. They really do feel very comfortable and smell of Cocoa!

In this trio you will receive three full sized products in shades :
 Love, is a beautiful natural flush of Mauvy Pink

It Cosmetics Blurred Lines Lipstick in Shade Love

 Perfect Nude is a very Light Brown toned nude, which I love

It Cosmetics Blurred Lines Lipstick in Shade Perfect Nude

 Brave is a slightly bolder Pinky Red

It Cosmetics Blurred Lines Lipstick in Shade Brave

 No.50 Serum Anti-Ageing Collagen Veil Primer

It Cosmetics No.50 Serum

 I am so excited that I can finally reveal the release of It Skincare in the UK!! I have had this primer in my stash for so long now and have been itching to share it with you! (p.s watch this space for another skincare launch coming soon…ssshhhhh!). A huge best seller in America, this incredibly silky feeling serum makes my skin wake up and feel plump and hydrated.

It Cosmetics No.50 Serum

 The clever thing about this product is that it is your serum, moisturiser and primer in one, and although it hasn’t changed my life in terms of making my wrinkles look less pronounced, it does save me a huge amount of time before my make up application. If you are in the market for a new serum or primer  that is easy to apply, feels like silk, hydrates the skin, makes pores appear reduced and is a great base for make up, give this a go. I am really enjoying using this before make up application. Can also be worn alone on clean, dry skin to freshen the skin up.


For your chance to win a brand new Blurred Lines Lipstick Trio the same as stated above, please click on the Rafflecopter link below and follow details. Please note this competition is only open to UK residents as it is being sent by me. Winner will be chosen at random and have 72 hours to contact me, all decisions are final. Back to you Beauty or It Cosmetics cannot be held responsible for any items lost or damaged in the post. Items will be sent First Class. Please always patch test any new product. Good Luck
a Rafflecopter giveaway

These products are only  currently available from QVCUK from 26th April 2017. Have you tried It Cosmetics yet? I have featured most of the range on my blog so do have a look. Let me know your thoughts on these products. Leave me a comment below.

PR Samples


  1. Happy Jill
    April 24, 2017 / 8:51 am

    I love your description of the serum! It sounds like a must have to me!

  2. Kathleen McClure
    April 24, 2017 / 9:26 am

    Live it cosmetics

  3. Eileen Porter
    April 24, 2017 / 9:37 am

    loving the Pretty in Smoke, will have to look out for it x

  4. Gemma Etc.
    April 24, 2017 / 10:01 am

    I'm obsessed with IT! I need those shadows they're so pretty xx

  5. Petra May
    April 24, 2017 / 10:08 am

    Fab post as usual Sharon. Loving the sound of the eyeshadows and the lip products x

  6. Sarah Alexander
    April 24, 2017 / 10:11 am

    Love IT Cosmetics!! Super excited to try the new skincare x

  7. Sarah Alexander
    April 24, 2017 / 10:11 am

    Love IT Cosmetics! Super excited to try the new skincare x

  8. Laura Hollier
    April 24, 2017 / 10:14 am

    So excited about this launch!! X

  9. Anonymous
    April 24, 2017 / 10:30 am

    These look amazing. Not tried It Cosmetics, but they look gorgeous.Tracy xx

  10. Georgia Weedon
    April 24, 2017 / 12:26 pm

    I love the shades in the "pretty nudes" compact. So beautiful! X

  11. stuart hargreaves
    April 24, 2017 / 1:20 pm

    yes very nice indeed

  12. lauren tourle
    April 24, 2017 / 1:25 pm

    Love this 🙂

  13. Blulu
    April 24, 2017 / 1:36 pm

    Yes, a lot. It was interested and I would sooooo love to be able to try out this set for myself 🙂

  14. Sarah Ann
    April 24, 2017 / 1:42 pm

    I really enjoyed reading it. I'm a sucker for nude eyeshadows and lipsticks!

  15. Roxie Watt
    April 24, 2017 / 2:09 pm

    I've heard amazing things about this brand. There's so many products I want to try including that matte eyeshadow trio, their CC cream and setting powder.

  16. relisys222
    April 24, 2017 / 2:51 pm

    Thanks for all the info – this looks like a great brand x

  17. JennyWren
    April 24, 2017 / 2:59 pm

    Thanks for the post! Can't wait to try IT cosmetics.

  18. debbie smith
    April 24, 2017 / 3:25 pm

    love the swatches xx products look fab xx

  19. The Sunday Girl
    April 24, 2017 / 3:31 pm

    I really need to try this brand out x

  20. Amy Bondoc
    April 24, 2017 / 3:38 pm

    i always enjoy reading reviews! i really love the lipstick colour sucha lovely wine colour!

  21. Kristy
    April 24, 2017 / 5:27 pm

    I really love the sound of a lot of products IT cosmetics have brought out, the serum you've mentioned sounds like another I need to add to my wishlist. Kristy |

  22. Johannah Carroll
    April 24, 2017 / 6:39 pm

    There's nothing I like more than reading about and discovering make up brands I haven't heard of before and from what I see I certainly love 'it' 🙂

  23. claire nutman
    April 24, 2017 / 7:00 pm

    Helpful, Informative, and a lovely designed blog, all great to me, thanks

  24. Linda Libra Loca
    April 24, 2017 / 7:04 pm

    I have enjoyed this blog post a lot, thank you for asking. Now I am hoping that IT cosmetics will be released in Germany soon as well.Linda, Libra, Loca: Beauty, Baby and Backpacking

  25. Claire Blaney
    April 24, 2017 / 7:11 pm

    Yes i have i love all your blog posts, I love reading about new products

  26. katie skeoch
    April 24, 2017 / 7:19 pm

    I love reading about what's coming up on QVC, easy payments are great

  27. Unknown
    April 24, 2017 / 7:31 pm

    Fantastic blog, love it cosmetics. Look forward to seeing the shows xx

  28. Lynda Jones
    April 24, 2017 / 7:40 pm

    I have really enjoyed reading about these new products, it keeps me up to date with new products. I love the lipsticks the colours are fantastic, I am naturally very pale and lipstick does not always suit me but these colours look so natural, particularly like the LOVE

  29. Anonymous
    April 24, 2017 / 7:46 pm

    OMG this colour combos in the eye palettes are beautiful. The serum sounds great – love the science and ethics behind this brand. Lippies look luscious. Yet more lovely stuff to add to my Lust List xx Thanks for some great info as always xxx Celia xxx

  30. Leighlee
    April 24, 2017 / 7:52 pm

    Great post I really do like IT Cosmetics

  31. LMD84
    April 24, 2017 / 7:54 pm

    Looking forward to the Eyeshadow trios!

  32. Jade Pawley
    April 24, 2017 / 8:09 pm

    Love this post! Makes me want to try everything!

  33. Cassandra Thompson
    April 24, 2017 / 8:52 pm

    This looks like a really good range of products – I've never used IT Cosmetics before!Cass | CassandraMyee

  34. beautyqueenuk
    April 24, 2017 / 9:04 pm

    This brand seems to be everywhere right now and I am still yet to give it a try x

  35. Anonymous
    April 24, 2017 / 9:12 pm

    Oh can't wait after reading ur blog I'd luv them all xxxx thanks as always for all ur help x

  36. Laura Louise
    April 25, 2017 / 6:53 am

    These palettes look so pretty I love the look of the matte luxe one! x

  37. Mammaful Zo
    April 25, 2017 / 7:18 am

    Those trios are lovely, I especially like the matte and nude shades, so so nice, good luck to everyone who enters the giveaway too xxxx

  38. Heather Nixon
    April 25, 2017 / 10:16 am

    I haven't tried anything from this brand but I definitely want to xHeather | Of Beauty & Nothingness

  39. Pauline Jaconelli
    April 25, 2017 / 11:18 am

    Love nude shades I'm very excited to try these

  40. ellie68
    April 25, 2017 / 12:44 pm

    Definitely I found it so informative. I have never tried IT although I know about them. I do love those eyeshadow shades.

  41. ziggy2407
    April 25, 2017 / 6:01 pm

    Fab review, always looking to discover new brands, thanks

  42. Solange
    April 25, 2017 / 8:34 pm

    Yes, I have. I really love the lipstick colour.

  43. susan hoggett
    April 26, 2017 / 3:34 pm

    love your posts they help me make informed decisions!

  44. Gee Cee
    April 26, 2017 / 5:02 pm

    Another fab review Sharon….I can hear the coins leaving my bank account already!

  45. Wendy Sheil
    April 26, 2017 / 6:51 pm

    I have to admit that you are the reason I fell for a number of brands on QVC, Tarte, Laura Geller and now, IT cosmetics. I fell for IT cosmetics when they brought out their tsv earky this year and I haven't looked back since.

  46. Kristy Brown
    April 27, 2017 / 8:57 am

    I have – and there are some lovely colours/shades!

  47. Iris Waldburger
    April 27, 2017 / 1:07 pm

    Yes great review they are lovely and makes me want to try them

  48. Donata S
    April 27, 2017 / 3:58 pm

    I really enjoyed reading the post, the Perfect Nude lipstick looks fab

  49. Space of Beauty
    April 28, 2017 / 2:58 am

    Ooh I do like the sound of the No 50 serum/primer!Can't wait to hear about your other secret launch!

  50. Marrian
    April 28, 2017 / 2:07 pm

    I don't think I've heard of them but their products look great.

  51. KatyMalkin
    April 28, 2017 / 2:21 pm

    I am quite picky and sensitive too so always good to see others trying out products first!

  52. Unknown
    April 28, 2017 / 6:18 pm

    how exciting love trying out new makeup

  53. Elaine Fletcher
    April 28, 2017 / 6:41 pm

    These look gorgeous! Thanks for the chance x

  54. Sarah Lewis
    April 28, 2017 / 7:58 pm

    I've heard such good things about IT Cosmetics would love to try them

  55. rowena
    April 28, 2017 / 8:24 pm

    Yes i enjoyed reading it and am excited to win the make up. I dont use much now but like to put some on when going out, these lipstick and eye shadow will make me look fabulous

  56. Diana S
    April 28, 2017 / 9:47 pm

    Yes, I did! 🙂

  57. Sam Rhodes
    April 28, 2017 / 10:42 pm

    Fab review 🙂

  58. Gem Gem
    April 28, 2017 / 10:49 pm

    Really enjoyed reading this blog post. Keep up the amazing work!

  59. krnries
    April 29, 2017 / 6:30 am

    I liked reading this blog post, your reviews and photos are so informative and nicely written 🙂

  60. donna jones
    April 29, 2017 / 8:48 am

    yes its very interesting

  61. Rachel Butler
    April 29, 2017 / 9:04 am

    Fabulous post! I've never heard about this brand before and pretty excited to check them out!! Xoxo

  62. Linda Curtis
    April 29, 2017 / 10:04 am

    looks lovely i love trying new things and this excites me

  63. Pam Merrifield
    April 29, 2017 / 1:56 pm

    Not a range I have tried, but as always your Blog is tempting me to add them for my next makeup purchase. Thanks again for being so informative and making me spend more money!!!!

  64. Kim Neville
    April 29, 2017 / 3:53 pm

    I enjoy reading reviews as very helpful

  65. Anne-Marie Mason
    April 29, 2017 / 5:07 pm

    Fab blog as ever! x

  66. Katie Prentice
    April 29, 2017 / 5:45 pm

    I love that you put so much into your blog posts Sharon, amazing pictures and always such detailed reviews. Keep up the good work! xx

  67. Jessica Hutton
    April 29, 2017 / 8:32 pm

    I have enjoyed you blog post. This isn't a range I have tried but I'm tested xx

  68. Natalie
    April 29, 2017 / 8:57 pm

    I'm so glad I read this post as I love using the IT products I already have but I can't wait to try their lipsticks and palettes! 😊

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