IT Cosmetics is a pretty big deal in the States, it’s one of the best-selling cosmetic brands and has received over 150 industry awards as well as bloggers & YouTubers a plenty featuring the products on a daily basis. Finally it has arrived over here in the UK, exclusive to QVC and last week I headed to QVC HQ to try out the products and get first hand knowledge on the brand itself.
If you aren’t aware of IT Cosmetics, it was created by Jamie Kern Lima, who was a former news anchor and suffered from many skin concerns including rosacea, hyperpigmentation and barely-there brows. As the way most brands start, Jamie found it hard to find products that really worked for her so she decided to develop her own. IT Cosmetics stands for ‘Innovative Technology’, is 100% cruelty free and has been developed with plastic surgeons and dermatologists, so you know what you are getting is the real deal here. When the girls at QVC were demonstrating the products for us, I was sitting there with my mouth open and was getting pretty excited about the results they gave.
So without further ado lets take a look at the products. The launch over here features some of the best-selling products including the Bye Bye Under Eye Concealer and the Universal Eyebrow Pencil.
Vitality Cheek Flush Powder Stain w/ Heavenly Luxe Blush Brush £24
I am loving that QVC are selling these with the option of the brush combo as the brushes alone can be expensive, so you are getting a fab deal. These blushes are super pigmented so a little goes a long way, I recommend brushing it onto the back of your hand to dilute it a little then brush onto the cheeks. The brush is amazingly soft and angled so that it gets it right in the apples of the cheeks. Given the name a cheek stain, it stays on until removed and a blush with staying power is exactly what you need. It helps to nourish and hydrate the skin, with ingredients like plum oil, cherry oil, Hyaluronic acid, pomegranate, seaweed extract, grape seed, aloe and jojoba, as well as packed with antioxidants to protect against free radicals. It comes in four colours and my favourite was ‘Radiant In Rose’, the perfect ‘English Rose’ blush.
Hello Lashes 5 in 1 Volumizing Mascara Duo £23
I’ve only used the mascara twice so far and so I haven’t formed much of an opinion yet, but it is said to volumize lashes, has a rich black pigment that won’t flake or fade all day and the end of the brush has a ball design to reach each and every lash. I found the ball part really good for doing the bottom lashes, which is something I don’t often do but this made it really easy. My lashes did look lengthened but I still need to test this one out more.
Brow Power Universal Duo £22
When you hear a brow pencil that only comes in one colour? You’d be pretty right to have a questionable look on your face. IT Cosmetics brow pencil really is one colour to suit all and it’s quite magic. It’s one of these things you have to try to believe it. The pencil is more like a crayon style, so if you use something like Anastasia’s Brow Wiz it’s much more like that formula than an actual pencil. When I applied this for the first time, I was really took a back at how realistic it made my brows look, they looked like real hair.
I have the thinnest brows, from over plucking and waxing when I was younger so it was great to see the pencil filling in places that just couldn’t be coloured over before. One of the girls at QVC actually showed us her eyebrow scar and how the pencil covered right over it. Colour wise, it was a perfect match, very natural – use lighter strokes for lighter hair and more pressure to go a little darker. It also has a spooley on the end for brushing the brows through.
Bye Bye Pores Airbrush Powder w/ Heavenly Luxe Powder Brush £29
It’s hard to get a quality make-up brush, never mind a brush as soft as this one is. It’s made from synthetic hair and just feels so lovely on the skin, as well as picking up plenty product. The powder is translucent, infused with collagen, vitamin K and pure silk and works on all skin tones to minimise the appearance of pores and wrinkles as well as absorbing oil and shine. The powder won’t set in lines and wrinkles and just gives a smooth airbrushed finish. This powder set my foundation nicely and I love that it is paraben and sulfate free.
Bye Bye Under Eye Concealer w/ Dual Airbrush Concealer Brush £26
This concealer is a full coverage under-eye concealer, say goodbye to dark circles, redness and discolouration. I tried this on the back of my hand at first and I was really loving the thickness of it, this might put some people off this product but when applied to the under eye, it doesn’t feel thick or heavy at all, just great coverage. It was designed not to crease in the lines of the skin under the eye or go flaky in any dry patches.
It’s waterproof and has anti-ageing technology with vitamins and high performance pigments. I thought I would be the fair colour in this as I’m pretty pale and like a lighter under eye concealer, but medium was a better fit for me, so maybe something to keep in mind to possibly go up a shade. You can also purchase the concealer with the dual brush, this is a double ended brush, one side to apply and the other to buff. I really like how the brush has lids on each end to keep it hygienic and from getting all over my make-up bag.
Hello Light Creme Illuminator w/Brush £29
I really loved the this highlighter, it isn’t glittery and just adds a lovely highlight that really brings the face to life. I use it on the cheekbones and on the brow bone, plus any other areas that need a lift. The brush makes it so easy for precision application with its pointed tip, I don’t have a brush like this and found it so useful, it’s really changed my highlighter application game. I much prefer a cream highlighter to a powder, I just think it has a better effect and more of a glow. It has Hyaluronic acid, hydrolyzed collagen, real silk and antioxidants that hydrate, condition, and nourish your skin.
Vitality Lip Flush 4-1 Lipstick Stain Trio £29.50
The lips stains are alcohol-free and very hydrating on the lips. They add a slight sheen and the best part is they adapt to your lip colour. Je ne sais quoi transforms into a subtle pink, definitely one for everyday wear, Pretty Woman is a deeper wine/red colour and Love Story is a brighter pink, but each dependant on your own lip colour. My favourite is the Je ne sais quoi as it’s a light pink. I’m not much a lover of lip stains, I like either a lipstick or gloss and find a stain although does add a nice colour isn’t the perfect lip and can bleed outside the lines, so the more subtle was my own personal choice from these.
Overall I can’t fault any of these products from IT Cosmetics, but my favourites are the concealer, the highlighter and I was super impressed with all of the brushes.
It feels like all my favourite make-up brands are American at the moment, lucky I did a bit of a U.S beauty haul recently and even luckier I am going to America next month, so I’ll be sure to share any more gems I pick up. I’ve got my eye on IT cosmetics waterproof gel eyeliner, which just sounds amazing.
You can shop all these pieces from the IT Cosmetics UK launch now over on the QVC UK website.