Brand

IT Cosmetics

IT Cosmetics was founded in 2008 by Jamie Kern Lima, a former TV news anchor who struggled with rosacea and hyperpigmentation and could not find makeup that adequately covered her skin concerns while still looking natural. 'IT' stands for 'Innovative Technology,' and the brand was developed in collaboration with plastic surgeons and dermatologists to create makeup that performs like skincare. The CC+ Cream became IT Cosmetics' breakout product, combining color-correcting coverage with SPF 50 and anti-aging skincare ingredients. Lima's QVC appearances, where she famously removed her makeup on air to show her bare skin, helped build an authentic connection with consumers. L'Oreal acquired IT Cosmetics in 2016 for $1.2 billion.

Mid-RangePremium Dermatologist Recommended Est. 2008 Jersey City, New Jersey, USA L'Oreal (acquired 2016)

2 Products

20 Evaluations

79 Avg Score

2 Categories

Best IT Cosmetics product by condition:

Dry 89 Oily 68 Combo 81 Acne 72 Sensitive 84 Aging 88

Brand Philosophy

IT Cosmetics creates makeup co-developed with doctors that solves real skin problems. Every product combines cosmetic performance with clinically-tested skincare ingredients, so makeup improves skin over time rather than just covering it. The brand celebrates real skin conditions rather than airbrushing them away, built on the founder's own experience with visible skin concerns.

Who It's For

Anyone seeking makeup that doubles as skincare, especially those with rosacea, hyperpigmentation, or other visible skin concerns who want full coverage that looks natural and improves skin over time.

Known For

CC+ Cream -- color-correcting coverage with SPF 50
Co-developed with plastic surgeons and dermatologists
Founder famously removed makeup on QVC to show real skin
Confidence in a Cream moisturizer
Acquired by L'Oreal for $1.2 billion

Signature Ingredients

Niacinamide
Squalane
Peptide-Lipid Complex
Ceramide Complex
Hyaluronic Acid

IT Cosmetics at a Glance

Strongest Categories

IT Cosmetics performs best in: Eye Care (1 product, avg 80/100); Moisturizer (1 product, avg 79/100).

Best Conditions Served

Across all products, IT Cosmetics scores highest for: Dry/Dehydrated Skin (avg 88/100); Aging/Mature Skin (avg 88/100); Dull/Uneven Texture (avg 82/100). If your primary concern is one of these conditions, IT Cosmetics products are particularly worth considering.

Certifications

Common certifications include Vegan, Paraben-Free, Sulfate-Free, Mineral Oil-Free, Non-Comedogenic, Suitable for Sensitive Skin (claimed).

Best IT Cosmetics by Skin Condition

The highest-scoring IT Cosmetics product for each condition we evaluate.

Dry/Dehydrated

All IT Cosmetics Products (2)

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Anti-Aging Face Moisturizer High

Moisturizer

IT Cosmetics Confidence in a Cream Anti-Aging Hydrating Moisturizer

IT Cosmetics Bye Bye Under Eye Brightening Eye Cream

Frequently Asked Questions about IT Cosmetics

What is the best IT Cosmetics product?

Based on our scoring, IT Cosmetics Confidence in a Cream Anti-Aging Hydrating Moisturizer is the highest-rated IT Cosmetics product with a score of 89/100 for dry/dehydrated skin. Excellent barrier-repair moisturizer with ceramides and 48HR hydration. Rich texture suits chronically dry skin.

Is IT Cosmetics worth the price?

IT Cosmetics products are positioned at the mid-range tier with an average score of 79/100 across 2 evaluated products. This represents strong value, with several products matching or exceeding more expensive alternatives.

What skin type is IT Cosmetics best for?

IT Cosmetics scores highest for dry/dehydrated skin, with an average score of 88/100 across relevant products. They also perform well for aging/mature skin and dull/uneven texture. Check condition-specific scores for the product you are considering.

Every IT Cosmetics product above has been scored individually for each relevant skin condition. Click any product to see its full evaluation, ingredient analysis, and usage guidance for your specific concern.