IT Cosmetics launches in Boots – Whoop Whoop!!

Grab a fellow make up junkie, put your mouth next to their ear and start jumping up and down whilst screaming “IT Cosmetics have launched in Boots”!! Hahahahahahaha. You don’t understand, this is super exciting for make up lovers, skincare lovers and anyone that is looking for a solution to their skin coverage worries.

IT Cosmetics launches in Boots

I like to think of myself as an OG IT girl having been loving and using the brand for years and years and years, long before it was available anywhere in the UK (Selfridges and QVCUK). Just type in IT Cosmetics in the search engine of my blog and you will come across many, many blog posts about the brand and why i love it. Not only is the range easy to use and apply, good for the skin, and suitable for all skin types and tones, but now it is incredibly accessible.

IT Cosmetics launches in Boots

Last night (6th June) i went along to Boots, Westfield White City, to meet Jamie Kern Lima and see the launch of the products in-store and have lots of fun. Sadly Jamie was unable to attend due to being involved in the awful fire at The Mandarin Oriental Hotel. Fortunately she was absolutely fine and evacuated to safety, but you can imagine the shock that she must have been in. However, the IT Cosmetics team managed to rally together to create a fun and informative evening.

IT Cosmetics launches in Boots

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?

IT Cosmetics launches in Boots

The great thing about launching in the UK’s most popular high street “Drugstore” is that as a customer, we are able to go in, look, swatch and play with the products whilst getting expert advice and in some stores a cheeky little makeover. The range available in-store is huge and the shades available are very good, so below i am going to share my thoughts on the top 5 best selling IT Cosmetics products.

The number one top best selling product from IT Cosmetics, is, of course :
Your Skin But Better CC+ Cream SPF 50 – 

IT Cosmetics CC Cream

An absolute must have for me, especially in the summer, this fresh, citrusy scented foundation gives you a flawless, buildable coverage plus SPF protection. I use this every day in the summer and it feels like nothing on the skin. The pigmentation on my face obviously gets darker in the summer months and this is incredible at completely covering it and giving me a glowing look without melting off or feeling cakey. I am absolutely obsessed with it. 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, the first time i tried it years ago, 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 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.  I apply mine using either the double ended IT Cosmetics Heavenly Luxe complexion perfection brush or my dampened beauty blender.

It Cosmetics CC+Cream in Medium

 As a side note, this also works well over super glowy primers which is something I also like to do in summer. Lasts all day, doesn’t settle into any fine lines and is the perfect base for the rest of your make up. A little goes a long way. Available in shades Fair, Light, Medium, Medium Tan, Rich, Tan and Deep. Available HERE

Number two in the top five bestsellers is :
Bye Bye Under Eye – 

IT Cosmetics Bye Bye Undereye

This award winning, full coverage, anti-ageing, waterproof concealer is a beautifully creamy, light reflecting under eye concealer.  Containing Collagen, Vitamin C and Vitamin 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 and gentle roll between your hands, then squeeze a little dot out and blend with your favourite brush.  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, and right into my dark inner corners.  Lasts all day on my dehydrated skin and gives a beautifully bright dewy look.  If you prefer to set it with a powder, then feel free to do so as this works really well with the Bye Bye Pores pressed powder. Available HERE

Number three in the top five bestsellers list is:

Bye Bye Pores –

IT Cosmetics bye bye pores

Available in either a pressed or loose formula you will fall in love with the weightlessness of this product. First thing to do is not panic about the fact that this is a translucent powder. I know we are programmed now to not use this kind of powder on our face, especially on a mature skin,  but over the past year or two translucent powder has made a huge comeback and here’s why. Firstly the amazing thing about this pressed, translucent powder is that it does not contain talc, therefore it does 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. 

Loose formula – When i first tried it a few years ago, i was not a fan, 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 into my skin. 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. Now, all this time later, this is a product along with the pressed Bye Bye Pores that I use to set my make up every, single day. 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 be amazing on you. Having very dehydrated skin I use it to set my under eye concealer and then all throughout last summer – it is incredible at taking away shine. Available HERE

Number four in the top five bestsellers is :
Brow Power Universal Taupe –

IT Cosmetics Brow Power

Now, it’s no secret that I am a lazy brow girl, and I know it sometimes shows. However, in being a lazy brow girl I have finally grown into my big bushy brows and become somewhat fashionable! If it can’t happen at 43 then when can it eh? I tweeze, I use a spoolie and I apply brow gel but on a normal day, that’s as far as my brow game goes (don’t Judge)  Then two years ago I tried Brow Power and I absolutely love it.  The spoolie attached on the end is small and has super close, tight bristles (that I love) that brush through the brow perfectly, pushing product through the brows and combing them out. 

 It is a lovely creamy pencil that blends in easily, allows you to apply the pressure you want, to achieve your perfect shade and lasts all day. The oval tip is great for both thick or thin brows allowing you to fill them in and create your perfect, natural looking brow. This award winning, iconic  Brow Power comes in universal taupe and is retractable so no need for a sharpener. I don’t use it everyday, because i am lazy, but it is one of my few brow products that i love.

Number five top selling product is :

Superhero Mascara –

IT Cosmetics Superhero Mascara

Fanfare please, all hail the holy grail of mascaras. Without  any shadow of a doubt this is an absolute must have mascara and every single time i post on Instagram, Facebook or Twitter wearing this, i always, always get fabulous comments. If i could only have one product….it would be this…(ok and the CC+ cream).  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 brushes (try saying that quickly) are cut at different lengths to reach all the lashes that are growing at different times. Clinically proven to increase your lashes by 500% on the first coat, this really does deserve its Superhero name and statues.

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

Boots will stock a vast amount of IT Cosmetics products as shown in the display and hopefully over time, they will be rolling out the stands in more and mores stores, so do check online. If you are local i would deffo head to Boots at Westfield White City to partake in a little makeover, have a play with the products and get some great deals. If you just cannot wait, head to to purchase online or shop below.

To find out more about Co-Founder Jamie Kern Lima please read my post HERE
To read more about the range, and see swatches  type IT Cosmetics in the search engine to view the products at your leisure.

Have you tired IT Cosmetics yet? Which are your favourite products and which are you lusting after? I would love to know so please leave me a comment below.

*Contains affiliate Links which you can read about on my Disclaimer page.


  1. Leanne Marshall
    June 7, 2018 / 2:06 pm

    I personally don't think there is a better base at the moment. I've had about 3 tubes of the CC cream! Blooming Love it! Leanne |

  2. Lauren Crader
    June 7, 2018 / 2:08 pm

    Great as ever!Thank you

  3. Roxie Watt
    June 7, 2018 / 3:21 pm

    This is such exciting news! I've been wanting to try their complexion products for ages but wanted to swatch them first.Roxie |

  4. Anonymous
    June 7, 2018 / 6:53 pm

    Huuuuuuge iT fan – I feel this is going to be dangerous for me although always a bonus getting Boots Points. Fab blog as always – so much work goes in to setting up your shots, always so artistic and well thought out xxx Celia/Lucy xxx

  5. Erin Russell
    June 7, 2018 / 9:55 pm

    I'm SO happy you can buy it from Boots now! SO good! I need a new CC cream soon too so thats perfect timing! Erin || MakeErinOver

  6. beautyqueenuk
    June 8, 2018 / 6:48 am

    Definitely a brand I want to try and I’m glad it’s now in Boots so I can get to it much easier x

  7. Allure La Vie
    June 8, 2018 / 7:01 am

    I can’t wait to try this brand! So excited x

  8. simone burgon
    June 8, 2018 / 10:05 am

    Best brow pencil ever

  9. Pam Merrifield
    June 8, 2018 / 10:42 am

    I am an LG girl and normally don't go for liquid foundations or CC creams but IT looks so good on you Sharon I think, especially as I will be able to get from Boots, I might well give it a go. X

  10. Rachel Emma
    June 8, 2018 / 2:18 pm

    I'm so jealous you got the chance to go to the opening! It's so exciting to see so many brands making their way over to the UK stores. I desperately want to try the CC Cream and the Bye Bye Pores Powder, but it might have to wait until payday haha!Rachel |

  11. Heather Nixon
    June 12, 2018 / 9:53 am

    I'm glad it's in Boots as I've wanted to try this brand for ages

  12. Prettiful Blog
    June 13, 2018 / 2:57 pm

    I love the CC Cream! I have a few of their skincare samples that I need to try

  13. Chantelle Nelson
    June 14, 2018 / 2:44 pm

    This excites me SO much! I love the IT cosmetics cc cream and love how it'll be so easy to get my hands on it now!!Chantelle xThe Girl In The Tartan Scarf

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