There’s nothing better than waking up on a beautiful morning, swiping on a face mask (today it’s Fig + Yarrow French Green Clay Mask, $23), pouring yourself a cup of coffee, and learning that Sephora is welcoming yet another beauty brand into its iconic retail space. According to Sephora’s Instagram story, IT Cosmetics will be available at Sephora locations nationwide sometime around mid-September.
The brand is the brainchild of Jamie Kern Lima, a former news anchor who couldn't find effective makeup that could stand up to HD television cameras. “You have to have really great makeup or it doesn’t look so good [on camera],” she told Allure. “I have heredity rosacea and sparse eyebrows, so I used to spend most of my paycheck on beauty products, testing everything out there, and trying to find products that didn’t look like makeup [on screen]. But I could never find products that really worked for me.”
So she took matters into her own hands, developing new formulas that were high-coverage and long-lasting yet natural enough for daytime wear. And people love it; in 2016 the brand was acquired by L’Oréal for a cool $1.2 billion. Along with almost every makeup product you can think of, IT Cosmetics also makes luxe skincare essentials like cleanser, anti-aging moisturizer, and spot treatment. Check out our favorite products, below.
This concealer is probably the most ubiquitous product from IT Cosmetics. The heavy-duty formula conceals even the darkest of under-eye veins and shadows. It’s also formulated with collagen, peptides, and hyaluronic acid to visibly improve the area over time.
This moisturizer is great for those who have chronically red, irritated skin (hi, rosacea!). Ingredients include chamomile, oatmeal, aloe, cucumber, turmeric, and avocado to soothe and hydrate both immediately and over time. In fact, 97% of people saw improvement in their redness after repeated use.
First things first: This brush is completely cruelty-free. Its soft bristles are perfectly tapered to apply powder flawlessly over your face, neck, and décolletage. (Take it from us, all of their brushes are worth the price tag.)
This radiance powder is infused with vitamin C for a natural brightening effect (are you sensing a makeup-as-skincare theme, here?). Sweep it all over your skin for extra warmth and glow. As a bonus, it smells amazing, kind of like the scent of a fresh fruit stand at the farmer's market.
Have you tried IT Cosmetics products? Tell us which ones are your favorite in the comments below! Next up, read about the nine products Byrdie editors won't buy from Sephora (and the seven they will).
Opening Image: Diva in Me