It’s an Ulta bestseller, but don’t call it a foundation. It Cosmetics Bye Bye Foundation ($39.50) is a full-coverage moisturizer with SPF 50+. But still, I wondered: Is it worth the hype? Billed as a ...

Ask any beauty editor for their best foundation recommendations and I guarantee you, IT Cosmetics CC Cream will feature in their top three. Having launched onto QVC back in 2016, the lightweight face ...

Amanda Holden never fails to impress fans with her flawless beauty and stylish outfits. The Britain’s Got Talent judge hit the headlines when she carried out household chores in very glamorous ...

I was introduced to IT Cosmetics via their Superhero mascara (one of my top 5 favorite mascaras ever). IT Cosmetics is founded by girl boss, Jamie Kern, who wanted to create an innovative makeup line ...

IT Cosmetics' much-loved Your Skin But Better CC cream promises flawless skin, Laura Hampson finds that it lives up to its claim The Standard's journalism is supported by our readers. When you ...

And Just Like That star Kristin Davis was announced as the new face of cosmetics brand IT Cosmetics' Nude Glow CC+ Nude Glow Foundation. As part of the brand's “The Glow Comes Naturally” campaign, the ...

💸 Reasons to buy: It does what it says on the tin: shows off your skin, but so much better. There are plenty of nourishing perks too and it has an SPF rating of 50 Reasons to avoid: If it’s full ...

Every now and then, makeup Reddit gives us a before-and-after that sells a product immediately. As we saw with the curly hair routine 20,000 people obsessed over, the experience usually goes something ...