This Has Got to Be One of the Most Innovative Makeup Brands Out There Right Now

Seeing IT Cosmetics on-camera was impressive, but using their products myself is what really convinced me.
Publish date:
May 27, 2016
tightlining, lip stains, redness, eyeshadow, concealer, mascara, eyeshadow palettes, It Cosmetics

The other day I was haphazardly clicking through YouTube makeup tutorials, when I came across a video by makeup artist Stephanie Lange that made me click it immediately because of how transformative the video cover was. Within the first couple minutes of the video, she started applying this product that turned her self-described "awkward, problematic skin," into porcelain perfection.

She talked it up for a long time, calling it one of the most brilliant products she'd discovered in months, maybe even a year. That product? It Cosmetics Bye Bye Redness Neutralizing Correcting Cream, which she substituted as foundation.

I had it in my hands within a week.

I also acquired some other products from It Cosmetics so I could a) get a solid feel for the brand and b) create an entire face for you.

For the look, I applied Bye Bye Redness around my nose and in areas that leaned a little pink. I personally prefer wearing as little makeup as possible, so I didn't want to apply it to my entire face. I also applied Bye Bye Under Eye Anti-Aging Concealer, followed up with my go-to BB cream.

I actually just ran out of my favorite under-eye concealer and, before buying it again, wanted to try other a few others to see if I liked them. This particular under-eye concealer leans yellow and dries quickly to prevent creasing. I am pretty picky about my concealer, and I've been liking this one so far.

I had a hard time choosing which eyeshadow palette I wanted to try, but because I don't own nearly enough mattes, I opted for their Naturally Pretty Essentials Matte Luxe Transforming Eyeshadow Palette.

The palette comes with the "Hello Transforming Light" which turns any of the eyeshadows into a shimmer if you apply it on top. I love wearing them matte, personally, but the transforming shimmer does actually work. (You can probably do this with any neutral shimmer over matte, but it's nice to have it all in one kit).

In the finished picture at the bottom, I'm wearing Dream on my lid and Passion above the crease to create depth. I used a blend of Wonder and Imagine to blend. Regarding quality, the shadows apply very smoothly and are easy to blend. I experienced very little fallout, and the pigmentation allows you to build up color easily.

This is a very thin mascara applicator that allows you to tight-line, and this is the first time I've ever used a product like this. It happens to be one of It Cosmetics' award-winning products and best sellers, so I was excited to play around with it. The tiny wand lets you lay color along the lash line, and facilitates product application in hard-to-reach inner corners and your lower lash line.

I'm also using their Superhero Mascara. It's definitely a fine mascara, but I'm going to stick with my under-$10 CoverGirl Clump Crusher (my long-time favorite).

Finally, I applied their Vitality Lip Flush 4-in-1 Reviver Lipstick Stain in Love Story. It applies smoothly and feels really creamy on your lips. It is a true stain, so you do need to be careful when applying it.

I'm actually pretty impressed with the quality of all the products. My favorites are the Bye Bye Redness and the Tightline, and I can already tell I'm going to reach for the eyeshadow palette on the regular.

  • Have you tried It Cosmetics before?
  • What's your spend threshold for mascara?
  • Which other brands do you think are coming up with really innovative products?