It Cosmetics is one of those brands that’s beloved by many. And by many, I mean beauty editors and celebrity makeup artists alike. Not only does it excel at making makeup-skincare hybrids, the brand’s founder, Kern Lima, is also all about using makeup to enhance one’s own natural beauty.
She formulates all her products with the help of trusted plastic surgeons and dermatologists. The result? Solution-oriented products that utilize advanced technology and deliver some serious payoff. I have nothing but rave reviews for quite a few of the brand’s products, but I decided to call in celebrity makeup artist Hailey Hoff to back me up on this. She shared her top picks below. Keep scrolling for the best It Cosmetics products she loves and a few of my own favorites.
“I’m obsessed with their CC cream! It has SPF in it and provides a nice coverage without feeling like you’re wearing heavy makeup.” —Hoff
“I also love their Bye Bye Under Eye Concealer. It has a great consistency and provides great coverage!” —Hoff
Hoff also swears by the brand’s ultra-hydrating lip balm. It features proprietary Vitality Lip Flush Technology that reacts with the warm of your lips to create a customized flushed look. It’s also infused with essential butters, oils, hyaluronic filling spheres, and antioxidants for healthier-looking lips.
Hoff also loves the brand’s brushes because they’re super soft and the bristles never fall out. This travel set is the perfect collection of the brand’s hero brushes including a powder, foundation, crease, concealer, and shadow brush.
This oil-free primer contains a blend of glycerin, bark extract, and ginger root extract to smooth and improve the overall look and texture of your skin prior to foundation application.
I’m not usually one for waterproof eye shadow, but this one is the exception. It lasts incredibly long and despite being waterproof, glides on like butter and isn’t a drying formula. It even works well on oilier eyelids which I tend to have. Additional star ingredients in the formula include caffeine to help minimize puffiness and hydrolyzed collagen to reduce fine lines.
This hydrating foundation effortlessly fuses skincare and makeup with ingredients like hyaluronic acid, aloe vera, hepes acid, vitamin E, and vitamin B5. I personally love the consistency of this foundation. It’s creamy, blends really beautifully, and the coverage is super buildable. It also comes in an impressive range of 40 shades.
Lash Blowout’s mascara wand was inspired by the technology used to create Drybar brushes. It thickens, lengthens, and separates lashes in a big way. The mascara formula itself also contains biotin to promote stronger, healthier lash growth.
As far as setting powders go, this talc-free option takes the cake. It’s infused with silk, collagen, antioxidants, and peptides to ensure it won’t settle into fine lines or leave your skin feeling dry. It mattifies and keeps your foundation in place, but won’t cause you to look like a chalky mess at the end of the day.
Another personal favorite of mine from the “Your Skin But Better” range is is the multitasking setting spray. It’s infused with coconut water and aloe vera extract to deeply hydrate while hyaluronic acid attracts even more moisture and plumps the look of fine lines.
To be honest, no makeup routine is complete without a solid cleansing balm to take it all off at the end of the day with. This three-in-one formula dissolves even the most stubborn makeup and sunscreen. It’s enriched with vitamin C to brighten your complexion, ceramides to promote healthy barrier function, and rosehip oil for extra hydration.
This oil-free moisturizer has a gel-like texture and leaves your skin feeling extra silky. Ceramides, glycerin, and cactus flower extract support your skin’s natural moisture levels and barrier function leaving your complexion perfectly primed for makeup application.
