Close-up of a woman's face showing perfectly blended It Cosmetics foundation with natural, radiant skin texture, shot in natural daylight with visible skin tone and undertone, no product packaging visible

It Cosmetics Review: Ulta’s Top Picks in 2023

It Cosmetics has become a powerhouse brand at Ulta Beauty, offering innovative formulations that blend skincare benefits with professional-grade makeup performance. As a makeup and skincare enthusiast, I’ve noticed that It Cosmetics products consistently deliver on their promises, whether you’re dealing with sensitive skin, mature complexions, or acne-prone conditions. The brand’s commitment to ingredient transparency and dermatologist collaboration sets them apart in the crowded beauty marketplace.

In 2023, Ulta’s curated selection of It Cosmetics reflects the brand’s evolution toward more inclusive shade ranges, sustainable packaging, and scientifically-backed formulations. Whether you’re building a complete beauty routine or targeting specific skin concerns, understanding which products deserve a spot in your collection is essential. This comprehensive review examines Ulta’s top It Cosmetics picks, breaking down their benefits, ingredient profiles, and ideal skin types.

Flat lay arrangement of It Cosmetics makeup products including foundation, concealer, eyeshadow palette, and mascara arranged on a marble surface with natural shadows, no text or labels visible on products

Foundation & Concealers: Coverage That Cares

It Cosmetics’ foundation lineup represents some of Ulta’s most sought-after products, particularly their CC+ Cream and Your Skin But Better Foundation. These formulations prioritize skin health alongside aesthetic coverage, incorporating hydrating ingredients like hyaluronic acid, peptides, and antioxidants. The CC+ Cream functions as a multi-tasking product that works for those seeking skincare routines for teenagers through mature skin types.

The foundation’s texture matters significantly. It Cosmetics uses a lightweight, blendable base that doesn’t emphasize texture or fine lines—crucial for anyone concerned with skincare products for aging skin. The formulation includes niacinamide, which regulates sebum production, making it suitable for combination and oily skin types. For dry skin, the hydrating polymers and glycerin create a dewy finish without caking.

Their concealer offerings deserve equal attention. The Bye Bye Under Eye Concealer contains caffeine and arnica, ingredients that reduce puffiness and dark circles through improved microcirculation. The water-resistant formula maintains coverage throughout the day without creasing, a common concern for those with mature skin or active lifestyles. Shade range has expanded significantly, with over 40 undertone-specific options available at Ulta locations.

When selecting foundation or concealer, consider your skin’s moisture barrier health. Those with compromised barriers benefit from It Cosmetics’ inclusion of ceramides and centella asiatica. The brand avoids common irritants like fragrance in most formulations, making them safer for sensitive skin types.

Detail shot of a makeup brush applying shimmery eyeshadow to a closed eyelid with visible lash line and eye area, demonstrating product application and blending, professional beauty photography lighting

Eyeshadow & Liner Collections

It Cosmetics’ eyeshadow palettes combine aesthetic appeal with ingredient integrity. The Superhero Mascara Eyeshadow Palettes feature highly pigmented, blendable shadows that perform similarly to loose pigments but in pressed form. Each shade contains film-forming polymers that improve longevity and reduce fallout—essential for maintaining eye area skin health.

The eyeshadow formulas incorporate botanical extracts including green tea and white tea, providing antioxidant protection to delicate eye skin. Unlike cheaper alternatives, It Cosmetics shadows contain minimal talc, reducing irritation risk for sensitive eyes. The brand’s commitment to ophthalmologist testing ensures safety for contact lens wearers and those with rosacea or other inflammatory conditions.

Their Superhero Liner represents a breakthrough in eyeliner technology. The waterproof formula uses marine-derived ingredients and maintains flexibility, preventing the brittleness that causes lash loss. The precision tip allows for both thin definition and bold graphic looks. For those concerned about eye area aging, this product’s gentle formulation prevents the tugging and pulling that contributes to wrinkles.

Complement your eye makeup with Morphe Cosmetics eyeshadow alternatives if seeking different undertone options, though It Cosmetics’ range remains superior for sensitive skin applications.

Skincare-Integrated Makeup

What distinguishes It Cosmetics at Ulta is their philosophy of makeup as skincare. Rather than viewing cosmetics as separate from skincare routines, the brand formulates products that actively improve skin condition. The Your Skin But Better CC+ Cream SPF 50+ provides mineral sun protection while delivering skincare actives.

This product includes hyaluronic acid for hydration, niacinamide for pore refinement, and peptides for skin firmness. Users report improved skin texture and reduced breakouts with consistent use. The mineral UV filters (zinc oxide and titanium dioxide) provide reef-safe sun protection without chemical absorbers that may irritate sensitive skin.

The Bye Bye Blemish Concealer specifically targets acne-prone skin with salicylic acid integration. The 2% salicylic acid concentration provides gentle exfoliation without over-drying, suitable for combination skin dealing with occasional breakouts. The formula sets to a powder finish, preventing the shine that attracts bacteria to blemished areas.

For mature skin, It Cosmetics offers the Superhero Elastic Stretch Mascara with collagen and biotin. Rather than just coating lashes, these ingredients condition lashes, promoting growth and strength. Extended wear of quality mascaras prevents lash breakage associated with aging.

Try creating a complete routine by pairing makeup with homemade face masks for glowing skin on off-makeup days to maximize skin health benefits.

According to the Cosmetic Chemists Guild, products combining cosmetic and skincare benefits must maintain stability across ingredient interactions. It Cosmetics demonstrates excellence in this area, with rigorous testing protocols ensuring that active ingredients remain potent throughout product shelf life.

Brushes & Application Tools

Application tools significantly impact product performance and skin health. It Cosmetics’ brush collection at Ulta features synthetic fibers that accommodate both powder and cream products without shedding. The Heavenly Luxe Brush Collection uses ultra-plush fibers that feel gentle against facial skin, reducing irritation and inflammation.

The brushes’ design prevents product waste—crucial for maintaining consistent results and cost-effectiveness. Synthetic fibers also benefit those with vegan preferences and allergies to animal-derived materials. Each brush is crafted to specific density standards, ensuring even product distribution without patchy application.

The Ulta-exclusive Foundation Brush features a unique density gradient, with tighter fibers at the base for controlled application and looser fibers at the edges for seamless blending. This design prevents the harsh lines common with inferior brushes, maintaining skin’s natural appearance. Proper application technique reduces the need for excessive product, minimizing pore congestion.

Cleaning brushes regularly prevents bacterial accumulation that causes breakouts. It Cosmetics provides brush cleaner solutions formulated with gentle surfactants that remove product residue without damaging synthetic fibers. Users should clean brushes weekly to maintain skin health and product longevity.

The Superhero Mascara continues dominating Ulta’s bestseller lists, with customers praising its volumizing and lengthening effects. The formula contains collagen-derived proteins and panthenol, conditioning lashes while building dramatic volume. Waterproof and tubing options accommodate different preferences and lifestyle needs.

The Confidence in a Compact powder offers buildable coverage with a natural finish. Unlike heavy powders that emphasize texture, this formulation uses light-diffusing pigments that blur imperfections while allowing skin to breathe. The compact includes a mirror and applicator, making it ideal for touch-ups throughout the day without requiring a separate brush.

The Bye Bye Pores Primer has become essential for those seeking extended wear and smooth texture. This silicone-based primer fills pores and fine lines, creating an even canvas for foundation application. The formula includes mattifying agents suitable for oily skin while maintaining hydration for dry skin types. Application takes minimal product—a pea-sized amount covers the entire face—making the product economical.

Newer releases include the CC+ Brightening Cream SPF 50+, which combines sun protection with light-reflecting particles. This product particularly benefits those dealing with how to treat sunburn redness and uneven skin tone. The mineral sunscreen provides immediate protection, while the brightening particles offer instant visual improvement.

Compare It Cosmetics’ innovation with competitors like Thrive Cosmetics promo code offerings—It Cosmetics consistently outperforms in ingredient quality and shade inclusivity.

Best Products by Skin Type

For Oily & Acne-Prone Skin: The Your Skin But Better CC+ Cream with niacinamide regulates sebum production without over-drying. Layer with Bye Bye Blemish Concealer containing salicylic acid for targeted treatment. The Bye Bye Pores Primer mattifies without clogging pores, and the Confidence in a Compact Powder sets makeup without adding excess oil.

For Dry & Sensitive Skin: Choose the CC+ Cream in the hydrating formula, which emphasizes ceramides and hyaluronic acid. The Bye Bye Under Eye Concealer provides coverage without emphasizing dry patches. Avoid matte finishes; instead, opt for dewy products like the CC+ Brightening Cream. The brand’s fragrance-free commitment makes these products safer for reactive skin.

For Mature Skin: Focus on products with peptides and collagen like the Superhero Mascara and Your Skin But Better Foundation. These formulations address fine lines and loss of elasticity. The Bye Bye Under Eye Concealer with caffeine specifically targets age-related concerns like puffiness and dark circles. The CC+ Cream SPF 50+ provides sun protection essential for preventing further photodamage.

For Combination Skin: Layer products strategically—use the Bye Bye Pores Primer on oily zones and hydrating primer on dry areas. The Your Skin But Better Foundation adapts to combination skin without settling into dry patches or sliding off oily areas. The Confidence in a Compact Powder offers adjustable coverage for different face zones.

According to the American Academy of Dermatology, choosing products formulated for your specific skin type prevents irritation and supports skin barrier health. It Cosmetics’ skin-type-specific approach aligns with dermatological best practices.

FAQ

Is It Cosmetics cruelty-free?

It Cosmetics is not certified cruelty-free by organizations like Leaping Bunny, though they don’t test on animals. The brand is owned by L’Oréal, which maintains testing facilities. Consumers seeking certified cruelty-free products should research alternatives, though It Cosmetics’ ingredient sourcing remains ethically conscious.

Do It Cosmetics products contain parabens?

Most It Cosmetics formulations are paraben-free, though some older products may contain them. Always check individual product ingredient lists. The brand has shifted toward paraben-free preservative systems, prioritizing skin safety and long-term health concerns.

Can I use It Cosmetics if I have rosacea?

Many It Cosmetics products suit rosacea-prone skin due to the absence of fragrance and inclusion of soothing ingredients like centella asiatica. However, individual reactions vary. Patch test new products on the inner arm before facial application. The mineral-based sunscreen options prove especially beneficial for rosacea sufferers.

How long do It Cosmetics products last?

Most It Cosmetics foundations and concealers last 12 months after opening. Mascaras should be replaced every 3 months to prevent bacterial accumulation and eye infections. Powder products last longer—typically 18-24 months. Check individual packaging for specific shelf-life guidance.

Are It Cosmetics products suitable for sensitive skin?

Yes, particularly their fragrance-free lines. However, sensitivity varies individually. Those with severe sensitivities should introduce one product at a time, waiting 1-2 weeks before adding another. The brand’s dermatologist collaboration ensures formulations minimize common irritants.

Where can I find It Cosmetics at Ulta?

It Cosmetics occupies dedicated spaces in most Ulta Beauty stores. Online ordering through Ulta.com offers the complete product range with detailed ingredient information and customer reviews. Ulta frequently offers loyalty rewards and points on It Cosmetics purchases.

What makes It Cosmetics different from drugstore brands?

It Cosmetics prioritizes ingredient integrity, shade inclusivity, and dermatologist collaboration. The formulations contain higher concentrations of active ingredients, better stability systems, and superior pigment quality compared to budget alternatives. The brand invests in research validating product efficacy claims.