This cult beauty brand is now easier than ever to buy

It's taken America by storm and, now, IT Cosmetics has hit the British high street. Here's everything you should buy

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By Elle Turner on

It’s not often that a brand makes as big a splash as IT Cosmetics. As well as proving a hit with beauty editors, IT currently holds the title of bestselling brand at QVC, is a sellout at Sephora in the US and has over 150 beauty industry awards under its belt. Phewwf. Technically, the American brand has been available here since last year (you can find them on QVC UK, on their own website and at Selfridges), but if you haven’t come across IT Cosmetics before, the chances are you soon will, because IT has hit the high street courtesy of Boots.

Created by former TV news anchor Jamie Kern Lima, IT Cosmetics was set up with the intention of providing top-performing make-up at reasonable prices. The brand specialises in catering to those who, like Lima, have redness, rosacea and hyperpigmentation. IT’s standout success has largely been down to products that do what they say. The Bye Bye Under Eye Concealer sold out in 10 minutes on QVC and makes easy work of erasing dark circles and bags, while the Superhero mascara is a personal favourite of mine, giving medium to mega volume, depending on how many coats you apply. Top of the pile, though, is the brand's much-loved Your Skin But Better CC Cream, a highly pigmented, natural-looking base that feels lightweight but gives a very reliable coverage. Currently, it only comes in seven shades (from Fair to Deep) – a selection that has come under fire for failing to provide enough options for all. However, the brand has pledged to expand its shade range and confirmed that more colours will be released this year. 

Beyond that,  IT has donated $27m worth of products to cancer support charity Look Good Feel Better, helping those who have lost their identity through cancer feel like themselves again. 

5 of the best bits to buy

Your Skin But Better CC+ Cream SPF 50, £30

This has become a hero product for many due to its ability to cover all and sundry, evening out redness, rosacea, acne and hyperpigmentation. Despite its full coverage, it still manages to feel lightweight and look natural, plus it has in-built SPF 50. And, it now comes in an illuminating version, should you want more glow.


Bye Bye Under Eye Concealer, £23.50

As mentioned, this does a sterling job of covering darks bags. It is quite thick, so you only need a miniscule amount, as a little goes a long way. And, as with all IT's products, it contains skin-pepping properties, in this case hydrolyzed collagen, hyaluronic acid and antioxidants to soften and hydrate. It lasts well without pilling and doesn't cake or feel sticky.


Brow Power Universal Taupe, £19

OK, so this may not be completely universal (it will look a little dark on very pale brows and a little light on very dark brows), but it's pretty close. A light touch gives a pale taupe that works well on blonde brows; for a deeper colour, just apply more pressure. The thin, flat, rectangular nib works brilliantly at mimicking natural brow hairs and is easy to control, plus the waxy formula stays put once on. What's more, for each Brow Power pencil or Love Beauty Fully Brush sold, another is donated to Look Good Feel Better.


Superhero Super Black Mascara, £19

I like that the tube of this mascara looks like a person wearing a little cape, as that's exactly how my lashes feel when I apply it. Each lash is wrapped in a lengthening, jet-black, superhero cape that leaves them looking enormous, the more you apply. For a lovely, fluttery everyday look, you just need one coat. The long wand combs through each individual lash to separate and define, and, as the formula is infused with nourishing polymers and proteins, it leaves your lashes feeling much softer than other mascaras.


Superhero Eyeshadow Palette, £31

The pigment in this palette is excellent, which means you can smooth the products on in one swipe without having to build up lots of layers (which makes creasing less likely). It offers a mix of mattes and shimmers, as well as warm and cool shades for you to dip into, depending on your mood. The colour selection is well considered, with champagne, chocolate, navy and copper, which all work well together.




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