IT Cosmetics

fotd: it cosmetics

September 2, 2016

So the highlights of this post are already on Instagram, but I thought I’d post a slightly longer ramble here for anyone interested who asked about the IT Cosmetics CC Cream. Please excuse the vastly different lighting in the “after” photos – the sun was starting to set and was shining right in my face, hence the much harsher light.

it cosmetics CC cream 1

Here’s a quick introduction to IT Cosmetics for any of you who are new to the brand: IT was founded by Jamie Kern, a former TV presenter who struggled with rosacea and wanted to create a line of cosmetics that flawlessly concealed real skin concerns while still looking natural. In the US, IT Cosmetics does a lot of television marketing where they show the dramatic difference their products make on people who have very bad redness, or uneven skin tone, or dark under eye circles.

Since I don’t actually watch US television, I missed out on a huge chunk of their marketing push which always left me wondering what the fuss was. And though I own loads of their brushes (which I feel are the very best synthetic hair brushes on the market) I have to admit I was never really curious about their makeup. It’s not a glamorous brand; they’re not out there advertising with flawless models in magazines, their packaging isn’t super fancy, they don’t do seasonal launches with tons of hype, so they were under my radar for a while.

Then they came to Singapore, sent some samples, and I actually tried some of their makeup. And holy wow. I’m kicking myself for not jumping on this brand sooner. Of everything I tried, their Your Skin But Better CC Cream was the most amazing. It gives awesome medium-to-full coverage and has anti-ageing, moisturising, colour-correcting and SPF 50+ UVA/UVB broad spectrum sun protection properties. In short, it’s good for my skin and addresses my major concern which is acne scars: the buildable coverage conceals them, and the very strong sun screen ensures they don’t get darker.

it cosmetics CC cream 3

I also really enjoyed their Bye Bye Undereye Concealer which – as you can tell from the first photos – really neutralised the redness in that area for me. It’s super thick and pigmented and you need the tiniest amount for it to be effective, so that tiny tube will last you for ever. It’s also great for blemishes because of that same colour-correcting property the CC Cream has – it neutralises brown/red/purple tones in the skin which has proven really useful on days when I don’t have time to fuss with a green corrector under my regular concealer. The one caveat is that it doesn’t quite dry down so you do need to set it with powder.

it cosmetics CC cream 4

So for anyone who asked me “is IT really all that?” the answer is yup, yes, uh-huh, totally. Their base products are really top notch and I definitely recommend them if you’re able to find a colour match. The colour products also follow their “For Your Most Beautiful You” philosophy and are therefore geared towards enhancing natural beauty rather than creating dramatic looks. So if your preference is for flattering, polished makeup looks it’s an excellent line to explore as well.

This post features a product/products that were provided as press samples, however all opinions and observations are my own and not influenced by the brand or its PR team.

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