In 2017, Jamie Kern Lima, founder of It Cosmetics, spoke at the CEW Awards calling for brands to start incorporating more inclusivity in their ad campaigns. She recalled the multiple times she was turned away from investors who claimed people wouldn't buy products from a woman with her body. They also suggested she use aspirational models to sell her products, but Lima went with her gut and went live on QVC with models with rosacea, dark circles, and real skin to show the power of her products. Lima sold out within 10 minutes of pitching her concealer on bare skin (Lima herself has chronic rosacea), and soon It Cosmetics would grow to be a billion-dollar industry.
It's easy to see why women are obsessed with the brand—the before and after pictures are striking. This isn't to say that acne and discoloration should or need to be covered, but there's something utterly confidence-boosting about finding a high-quality product that helps you look and feel your best, a security countless customers have found in It. What's also noteworthy is that the line was formulated with plastic surgeons for cutting-edge technology that works with your skin to lift, brighten, and help it look like your natural skin, only better.
I decided to put some of the brand's most cult-loved products to the test, and let's just say I've never glowed so much in a selfie, no filter necessary.
Your Skin But Better CC+ Cream With SPF 50+
I've seen this CC cream all over Instagram and QVC and have always been curious to give it a try. It's much more full-coverage than typical CC creams, which makes it more alluring to me as someone with melasma and hyperpigmentation. I applied it with a Beautyblender and noticed that the consistency was thicker than a CC cream but thinner and dewier than a liquid foundation—the ideal consistency, IMO. However, even though it hid most of my discoloration, I still desired more coverage. On the plus side, it gave off a super-hydrated, non-greasy glow that I'm never able to achieve with foundation.
Brow Power Universal Brow Pencil
I'm incredibly particular about my brow products (who isn't?) and was nervous about this pencil, but I was pleasantly surprised by this skinny pencil (ideal for drawing believable brow hairs) with long-lasting staying power. The spoolie is also incredible for brushing my brows in place.
Bye Bye Pores Bronzer Poreless
I dipped an angled Kabuki into this bronzer as I normally would but actually had to tap quite a bit off before applying—it delivers so much color payoff that I only needed the lightest touch. The shade was also perfect—it's a bit ruddy and grayscale, so no orange streaking, just a bit of added warmth.
Bye Bye Under Eye Brightening Cream
I've tried this concealer before and forgot how good it is. The picture makes it look as though it's a liquid consistency when really it's more of a solid. I use my middle finger to tap it onto my under-eyes and onto areas that need a bit more coverage (I had a few small breakouts the day I tested it) and found that it acts like the Photoshop eraser tool in real-time, without any creasing for flaking.
Hello Light Anti-Aging Luminizing Crème Stick
I'm pretty obsessed with Revlon's highlighter stick, but this product just upped the ante. Where the Revlon variation has a powder finish, Hello Light is fortified with peptides, hyaluronic acid, and collagen that melts on contact for a super-dewy finish. It made me look completely refreshed and not at all sleep-deprived.
Naturally Pretty Vol 1 Matte Luxe Transforming Eyeshadow Palette
I'm hopelessly devoted to my Naked Palette (the original version) and find it difficult for other shadows to match it in color payoff and shade perfection. This palette is all matte (I, on the other hand, love a bit of shimmer), which initially turned me off, but after applying Soulful and Sunset on the lids with Java along the contours of my eye socket, I was pretty in love with the rusty shade situation I had going on. A makeup artist even stopped by the office that same day and complimented me on my eye color. There was no fallout, and it lasted all day on my lids.
Vitality Cheek Flush Powder BlushStain
I let out a gasp when I flipped open the lid on this compact to reveal a much darker shade of blush than I was expecting. I only let the bristles of my blush brush gently graze the powder so as not to pick up too much and swirled it onto my cheeks, only to notice the color was intense. I blended it out a bit and didn't even dip in a second time for my second cheek, and the result was a super-pretty flush. The thing is, this product is touted as a "stain" that's infused into a powder (read: a super-concentrated formula that's also waterproof), meaning you only need the tiniest amount to make an impact.
Superhero Elastic Stretch Volumizing Mascara
This mascara has been my mainstay for months even before I did this experiment. It delivers crazy volume and length, doesn't crumble, and washes off easily despite its impressive staying power.
All in all, I was really impressed with this line and think I'll continue to use most of the products for the coming months (perhaps swapping the CC for my usual foundation and the palette for my good ol' Naked).