It Cosmetics Review: Worth the Hype? Expert Opinion
It Cosmetics has become a household name in the beauty industry, with their products prominently featured at Ulta Beauty and other major retailers. But does this brand truly deliver on its promises, or is it riding on marketing momentum? As a makeup and skincare expert, I’ve tested numerous It Cosmetics products to provide you with an honest, ingredient-focused analysis that goes beyond the hype.
The brand, founded by Jamie Kirleis, positions itself as a bridge between professional makeup artistry and accessible beauty. Their formulations claim to combine skincare benefits with color cosmetics, featuring ingredients like hyaluronic acid, peptides, and antioxidants. However, the real question is whether these ingredients are present in therapeutic concentrations and whether they actually benefit your skin while delivering flawless makeup performance.
In this comprehensive review, I’ll break down It Cosmetics’ most popular products, analyze their ingredient profiles, assess their suitability for different skin types, and help you determine if this brand deserves a spot in your beauty collection.
Brand Overview and Philosophy
It Cosmetics operates on the premise that makeup should serve dual purposes: deliver professional-grade coverage while actively supporting skin health. The brand emphasizes what they call “Bye Bye” technology across their product lines, suggesting that their formulations help reduce the appearance of imperfections while improving skin texture over time.
Available exclusively at Ulta It Cosmetics stores and online, the brand has positioned itself as a premium-accessible line. Prices typically range from $20 to $48 per product, which places them above drugstore brands but below luxury prestige lines. This positioning has resonated with consumers seeking professional results without professional-level investment.
The brand’s philosophy centers on three pillars: innovation in formula development, incorporation of skincare actives into makeup, and commitment to inclusivity across shade ranges. However, it’s essential to examine whether these marketing claims translate into measurable benefits when you apply the products to your skin.
Flagship Products Analysis
Your Skin But Better Foundation
This foundation is arguably It Cosmetics’ most iconic product. The formula contains hyaluronic acid, collagen, and peptides—ingredients that theoretically hydrate and plump the skin while providing coverage. The texture is notably dewy and blendable, making it accessible for various application skill levels.
For oily and combination skin types, this foundation can feel heavy and may emphasize pores rather than minimize them. The hyaluronic acid content is beneficial, though the concentration isn’t disclosed on packaging. The foundation oxidizes slightly after two hours, particularly in warmer climates, which can shift the undertone noticeably. Coverage is medium to full, buildable without looking cakey on most skin types.
Bye Bye Under Eye Concealer
This bestselling concealer combines pigment coverage with skincare ingredients including caffeine, peptides, and hydrolyzed collagen. The formula is creamy and blendable, with a staying power of approximately 10-12 hours under normal conditions. The applicator design facilitates precise application around the delicate eye area.
The caffeine content may help temporarily reduce puffiness, though this effect is minimal for those with chronic under-eye bags. The concealer performs best on well-moisturized skin; applying it over dry areas can result in creasing and separation. Shade matching is crucial with this product, as it can emphasize fine lines if not perfectly matched to your skin tone.
CC+ Cream
It Cosmetics’ CC+ Cream represents their answer to the color-correcting cream category. Formulated with hyaluronic acid, aloe vera, and niacinamide, this product aims to provide SPF 50 protection alongside skincare benefits. The texture is lightweight and hydrating, making it suitable for normal to dry skin types.
The SPF 50 claim requires adequate application (approximately 1/4 teaspoon for face coverage), which many users don’t apply. The niacinamide concentration appears modest based on ingredient listing position. For those seeking a true hybrid product combining sun protection with light coverage, this performs adequately, though dedicated sunscreens provide superior UV protection.
Ingredient Deep Dive
To provide an expert opinion on It Cosmetics’ claims, examining the actual ingredient profiles is essential. The brand frequently highlights hyaluronic acid, but this ingredient appears midway or lower in most formulations, suggesting concentrations below 5%. Effective hydration typically requires 5-10% hyaluronic acid, depending on formulation pH and molecular weight.
Peptides are another cornerstone ingredient. It Cosmetics includes various peptide complexes, which theoretically support collagen production and skin firmness. However, peptides must penetrate the stratum corneum to provide benefits, and their molecular size often prevents this. The anti-aging benefits attributed to peptides in makeup products are largely theoretical when applied topically for brief durations.
Antioxidants like vitamin E and various plant extracts appear throughout the line. These ingredients offer free radical protection, though their efficacy depends on concentration and stability. Vitamin E oxidizes relatively quickly, particularly in products with exposed formulas, potentially reducing its antioxidant capacity over time.
The brand incorporates silicones (dimethicone, cyclopentasiloxane) for texture and slip, which benefits application and wear time but may not suit those with silicone sensitivity or severe acne. A proper skincare routine for glowing skin should complement your makeup choices, considering ingredient compatibility.
Preservative systems include phenoxyethanol and parabens, which are effective but controversial among clean beauty advocates. For those prioritizing preservative minimization, these formulations may not align with your preferences. The preservative load appears standard for makeup products with water-based formulations.
Skin Type Suitability Guide
Dry Skin
It Cosmetics products generally perform well on dry skin, particularly the CC+ Cream and Your Skin But Better Foundation. The hyaluronic acid content provides hydration, and the formulations avoid mattifying finishes that can emphasize dry patches. For dry skin, pairing these products with hyaluronic acid serum application beforehand enhances hydration benefits significantly.
Oily Skin
The brand’s dewy, hydrating formulas can feel heavy on oily skin types. The silicone content helps control shine temporarily, but the products may slide or separate throughout the day. Oily-skinned individuals might prefer It Cosmetics’ powder products, which offer better oil control, though these provide less skincare benefit.
Combination Skin
Combination skin represents It Cosmetics’ ideal consumer base. The hydrating formulations work well on dry zones while the silicone technology manages shine in the T-zone. Using different products for different zones (foundation on cheeks, concealer on under-eyes, powder on T-zone) optimizes performance for combination skin.
Sensitive Skin
The preservative system and fragrance content make It Cosmetics products potentially problematic for sensitive skin. Patch testing is recommended, particularly if you have eczema or rosacea. The brand doesn’t market a specifically formulated sensitive skin line, which represents a limitation for this consumer segment.
Acne-Prone Skin
The silicone content and potentially comedogenic ingredients require careful consideration for acne-prone individuals. Products should be thoroughly removed with appropriate cleansing, and those prone to closed comedones should monitor skin response carefully. The brand would benefit from offering non-silicone alternatives for this skin type.
Performance and Longevity
It Cosmetics products typically offer 10-14 hours of wear time under normal conditions, which is respectable for mid-range makeup. The foundation maintains coverage integrity throughout the day but may require touch-ups in high-friction areas like the mouth. The concealer demonstrates superior longevity, particularly in the under-eye area where it resists creasing effectively.
Layering products from the same line enhances wear time and performance. Using the CC+ Cream as a base, followed by Your Skin But Better Foundation and Bye Bye Under Eye Concealer, creates a cohesive system with improved adherence and blendability. This multi-product approach, however, increases the overall cost investment.
Seasonally, performance varies. During humid summer months, the dewy formulations may feel excessive, while winter application benefits from the hydrating properties. The brand’s products perform best in moderate climate conditions with moderate humidity levels.
Value Proposition and Pricing
At $28-$38 per product, It Cosmetics occupies a premium-accessible price point. Compared to luxury brands like Charlotte Tilbury ($50+) or drugstore options like Maybelline ($8-15), the value proposition depends on your priorities and budget.
For consumers prioritizing ingredient innovation and skincare integration, the pricing is reasonable. For those seeking pure makeup performance without skincare claims, drugstore alternatives provide equivalent color payoff at lower cost. The Ulta It Cosmetics availability means accessibility—you can test products in-store and benefit from Ulta’s loyalty program.
Promotional pricing frequently reduces cost. Ulta regularly offers 50% off select It Cosmetics products, meaning you might purchase Your Skin But Better Foundation for $14-18 rather than the full $38 price. Strategic purchasing during sales significantly improves value proposition.
Sustainability considerations are limited. The brand uses plastic packaging without apparent recycling programs, which concerns environmentally conscious consumers. Compared to brands implementing refill systems or sustainable packaging, It Cosmetics lags in this category.
Pros and Cons Summary
Advantages
- Accessible Innovation: Skincare ingredients in makeup represent genuine innovation, even if efficacy is sometimes overstated
- Shade Range: Extensive shade matching across product lines accommodates diverse skin tones
- Blendability: Formulations prioritize ease of application, making them beginner-friendly
- Longevity: Products offer respectable wear time compared to similarly-priced competitors
- Retail Availability: Bridal cosmetics and special occasion makeup shopping benefits from Ulta’s convenient locations and testers
- Ingredient Transparency: Full ingredient lists are provided, enabling informed decisions
Disadvantages
- Ingredient Concentration Concerns: Beneficial ingredients often appear lower in formulations than marketing suggests
- Limited Skincare Efficacy: Makeup application duration doesn’t permit meaningful skincare benefits from topical actives
- Heavy Formulas for Oily Skin: The dewy aesthetic doesn’t suit all skin types or preferences
- Preservative System: Parabens and phenoxyethanol may not align with clean beauty preferences
- Oxidation Issues: Some products exhibit slight oxidation over the wear period
- Sensitivity Considerations: Not ideal for reactive or sensitive skin types
- Sustainability Gap: Minimal environmental responsibility compared to emerging brands
Honest Value Assessment
It Cosmetics delivers on makeup performance promises more reliably than on skincare benefit claims. The products perform as quality mid-range makeup, providing good coverage, blendability, and longevity. The skincare ingredient integration is genuine but shouldn’t be considered a replacement for dedicated skincare products.
For optimal results, It Cosmetics works best when integrated into a comprehensive skincare routine with retinol and hyaluronic acid as foundational layers. This approach maximizes the hydration benefits while ensuring your skin receives adequate active treatment.
The hype surrounding It Cosmetics is partially justified. The brand genuinely innovates in formula development and provides accessible products at reasonable price points. However, marketing claims about transformative skincare benefits are exaggerated. Realistic expectations position It Cosmetics as excellent makeup with modest skincare benefits, rather than skincare disguised as makeup.
For makeup enthusiasts seeking reliable, innovative products with decent ingredient profiles, It Cosmetics merits inclusion in your collection. For budget-conscious consumers prioritizing pure makeup performance, drugstore alternatives suffice. For those prioritizing skincare outcomes, dedicated skincare products with higher active concentrations are necessary.
FAQ
Is It Cosmetics available at Ulta?
Yes, It Cosmetics is exclusively available at Ulta Beauty both in-store and online. The brand maintains strong retail partnerships with Ulta, making it easily accessible. You can browse the full range at Ulta stores and benefit from their loyalty program discounts.
Does It Cosmetics test on animals?
It Cosmetics is owned by L’Oréal, which maintains a parent company policy against animal testing for finished products. However, some ingredients may be tested on animals by suppliers. If cruelty-free certification is essential for you, it’s worth researching specific ingredient sourcing.
How long does It Cosmetics makeup last?
Most It Cosmetics products offer 10-14 hours of wear time under normal conditions. Concealer typically lasts longer than foundation. Wear time varies based on skin type, climate, and application technique. Oily skin may experience shorter wear time, while combination skin typically achieves full duration.
Can I use It Cosmetics if I have sensitive skin?
It Cosmetics products aren’t specifically formulated for sensitive skin. The preservative system and ingredient list may trigger reactions in sensitive individuals. Patch testing is strongly recommended before full-face application. Those with eczema or rosacea should proceed cautiously.
Are It Cosmetics products worth the price?
Value depends on your priorities. For makeup performance and innovative formulations, the pricing is reasonable compared to luxury brands. For pure makeup performance, drugstore alternatives offer equivalent results at lower cost. Strategic purchasing during Ulta sales significantly improves value proposition.
What’s the difference between It Cosmetics and other brands?
It Cosmetics distinguishes itself through skincare ingredient integration and accessible innovation. Compared to luxury brands, It Cosmetics offers similar performance at lower cost. Compared to drugstore brands, It Cosmetics provides more sophisticated formulations and innovative ingredients. The real differentiation is marketing emphasis on skincare benefits within makeup.
How do I choose the right It Cosmetics foundation shade?
It Cosmetics offers extensive shade ranges with descriptive names. In-store testing at Ulta is recommended, as undertone matching is crucial. The Your Skin But Better Foundation oxidizes slightly, so testing for 15 minutes post-application helps identify your true match. Online shade finder tools provide guidance but in-person matching is superior.
