The “IT” of IT Cosmetics stands for Innovative Technology, which is what Cofounder Jamie Kern Lima did when she developed the line. The former news anchor was in search of coverage for her hyperpigmentation and rosacea when she was in front of the camera, so she teamed up with plastic surgeons and dermatologists to develop this line.
CoffeeBreakWithDani made an entire video about the brand's Your Skin But Better CC Cream with SPF 50+ ($38), and points out you should apply it with a buffing brush to get the best results. It provides full coverage that brightens skin and banishes everything from redness to dark spots with a light application. The finishing touch, however, wouldn’t be complete without the silky Bye Bye Pores Pressed ($29), a translucent powder made to provide an airbrushed look. Vlogger Alexandrea Garza even used on her wedding day!
And we all know brows make the face, so IT recently launched the waterproof Brow Power Super Skinny ($24), a 1.4mm-wide pencil to mimic natural brow hairs for a breezy application.