If you don’t know about them, you SHOULD: It Cosmetics

My friends often ask me about my favorite brands, and I gladly rattle off on the topic. I experiment with so many things that I tend to stumble upon a lot of brands that are not always found on the shelves of Sephora or at your drugstore. One popular up-and-coming brand in particular I’ve been obsessing over in the past year is It Cosmetics (you may remember, I profiled founder Jamie Kern in a past Beauty on the Streets feature). It boggles my mind why more people don’t know about them yet!

Makeup from It Cosmetics

“IT” cosmetics stands for Innovative Technology Cosmetics. The company works with the top plastic surgeons to create high-performance makeup with anti-aging technology. I feel this is one of those small brand has been growing like crazy because the stuff they make is AMAZING. Last year, they won the prestigious Cosmetic Innovator of the year Award and I wouldn’t be surprised if they stacked up more. I met Jamie last year when I was first introduced to the brand, and since then, her makeup has remained some of my staples favorite staples, beginning with her Bye Bye Under Eye Anti-Aging Concealer.

Bye Bye Under Eye Concealer, $24

Bye Bye Under Eye Concealer

Normally, I’m not a huge fan of liquid concealer, but this one is rich in texture and (what I love) brightens at the same time. The color match (I use Tan) is amazing and a little goes a long way. I don’t really have a huge dark circle issue, but I like to use this just to lighten up around my eyes on occasion. (This comes with a retractable concealer brush for $26 on qvc.com).

Hello Lashes 5-in-1 Volumizing Mascara Duo, $30

I will fight for their Hello Lashes 5-in-1 Volumizing Mascara Duo. It’s truly one of the most unique brushes I’ve ever seen in a mascara (and trust me, I’m a mascara junkie). The tip reminds me of Givenchy’s Phenomen’Eyes, but I love this one way more because the rest of the brush gives you lift and volume. The tip also makes it easy to get into those itty bitty lashes. The formula is infused with a conditioning primer and lash-enhancing serum (yes longer lashes without mascara too yaay!). Not to mention, it’s free of parabens, fragrance, pthalate, and sulfates. Stuff you don’t want near your eyes anyway.

Luxe High Performance Eye Shadow Palette, $35

Their High Performance eyeshadow palette is serious stuff — the shadows have great color pay-off since they’re so highly pigmented. I think it’s a great inclusive palette as a basic set to create day time or smoky eyes. The brush it comes with is a dual liner/shadow brush that makes it super easy to apply them as eyeliner too. I played with it a bit myself ;).

Using It Cosmetics shadows, mascara, and concealer

Using It Cosmetics

I used their Cashmere (matte creme) all over first, then a little bit of Earth Angel (matte beige cashmere) on the lid, and a mix of Ipanema (golden beige pearl) and Espresso (matte deep brown) in the crease. Heavenly (pearl white) on the brow bone and Azure (midnight navy) as a liner. Finished off with their Hello Eyes mascara.

I can’t write a IT Cosmetics post without mentioning the wonders of their Brow Power pencil — it’s an award winning universal brow pencil that is so subtle but helps shape your browns so beautifully. One end is the brow pencil and the other is a brush:

Brow Power Universal Brow Pencil Duo, $32

AND finally, I JUST started experimenting with their Bye Bye Pores Micro-Finishing HD Powder. It’s definitely on par with a lot of top makeup brands as a traceless setting powder. It’s infused with silk and vitamins for a perfecting finish. If you’ve never tried it before, TODAY is the best time to look into it because for one day only, they’re giving their Complexion Perfection Anti-Aging Collection for less than half the price. That includes the basics: Their full coverage concealer, the Bye Bye Pores Silk HD Micro-Powder, their Heavenly Luxe Powder Brush and dual Airbrush foundation/Concealer brush — all for $50 (value $186):

Complexion Perfection 4-piece collection

Check out the whole collection at itcosmetics.com!

x
Shy


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*samples provided for review but these are my real opinions

5 Comments

  1. Hajera A. wrote:

    can you make this a giveaway pleaseee. i want the concealer!!!

    Posted 1.13.12
  2. shyema wrote:

    Hmm that would be a great giveaway. I’ll look into it!!

    Posted 1.13.12
  3. Saima wrote:

    Goodness. That mascara. I want.

    Posted 1.13.12
  4. Poonpo wrote:

    i was not aware of these , but now i am 🙂 thanks

    Posted 12.6.14

Comments are closed.