skip to main content
ULTA
  • Home
  • / Makeup
  • / Face
  • / Face Primer
  • / No. 50 Serum Collagen Veil Anti-Aging Primer
It Cosmetics No. 50 Serum Collagen Veil Anti-Aging Primer

It Cosmetics

No. 50 Serum Collagen Veil Anti-Aging Primer

1.0 oz Item 2264079

Find in Store-

This product is available in select stores - Click here for locations!

Get your beauty problems solved with IT Cosmetics beauty solutions.

Why did IT Cosmetics create this product: To finally give women an ultra-hydrating dual-purpose oil blend serum that treats skin as it prepares it for makeup. IT Cosmetics worked with plastic surgeons to develop an anti-aging Serum Primer that is a true scientific breakthrough. It's packed with 50 anti-aging ingredients that treats skin as it primes and works on all ages! IT Cosmetics creator could never find a face primer that truly reduces the appearance of visible wrinkles and dryness and No. 50 Serum Anti-Aging Collagen Veil Primer does!

What is it: A true beauty breakthrough, No. 50 Serum Anti-Aging Collagen Veil Primer is a multi-tasking luxe concentrated hydrating primer and serum in one, infused in with more than 50 beneficial ingredients, including hydrating anti-aging peptides, collagen, niacin, essential lipid-rich oils, vitamins, extracts and botanicals to nurture your skin and lock in moisture as it prepares it for flawless makeup application. Plus the innovative formula is quickly absorbed to hydrate your skin without the greasy feel of typical primers. No. 50 also prepares your skin for make-up application all while defusing the appearance of visible pores and without settling into lines and wrinkles. Your skin will be pampered with a softening, smoothing, long-lasting barrier for the most flawless makeup application that will bring you joy when you feel your skin!

Who is it for: Anyone who wants the power to achieve your most beautiful skin ever! Anyone who wants the anti-aging benefits of more than 50 beneficial ingredients, including hydrating anti-aging peptides, collagen, niacin, essential lipid-rich oils, vitamins, extracts and botanicals. Anyone who wants to instantly prime and protect their skin. Anyone who wants to diffuse the look of lines and wrinkles on the face, and achieve a more radiant looking, flawless and supple complexion.

Why is it different: Developed with leading plastic surgeons, No. 50 Serum Anti-Aging Collagen Veil Primer is a breakthrough in primer technology. The "50" in the product's name refers to the formula's more than 50 key ingredients, which include 10 essential oils and butters, 10 nourishing botanicals, 30 fruit and plant-based extracts plus powerful anti-oxidants and vitamins including vitamins A, B5, brightening C & E! Peptides, hydrolyzed collagen, silk and niacin all work together for you all day long, while hyaluronic acid provides a healthy drink of hydration your skin. Plus ingredients such as aloe, jojoba, licorice root, chamomile and colloidal oatmeal, just to name a few, offer a load of benefits including soothing and comforting your skin. Powerful anti-oxidants work to ward off free radicals and protect your skin from the environment to aid in the prevention of premature aging, keeping your skin luminous, supple and healthy looking! Paraben-free, talc free, sulfate free, cruelty free.
Apply No. 50 Serum Collagen Veil Anti-Aging Primer with clean fingertips onto clean skin, or over moisturizer, before makeup application. Use either the pump or dropper, both are included. A small amount is sufficient for your entire face, neck and under eye area. Wait a few moments for the serum to dry before applying foundation. Can also be worn as a daily moisturizer, or over the top of your night creams to maximize their results while you sleep!

Beauty tips: Use No. 50 Serum Anti-Aging Collagen Veil Primer over your night time beauty regime to keep the skin loving ingredients working round the clock!
Aqua (Water, Eau), Cyclopentasiloxane, Cyclotetrasiloxane, Dimethicone, Isododecane, Vinyl Dimethicone / Methicone Silsesquioxane Crosspolymer, Glycerin, Dimethicone / Vinyl Dimethicone Crosspolymer, Hexyl Laurate, Cyclohexasiloxane, Ozokerite, PEG - 10 Dimethicone, Petrolatum, Sodium Chloride, Caprylyl Methicone, Cetyl PEG / PPG - 10 / 1 Dimethicone, Polyglyceryl - 4 Isostearate, Polymethylsilsesquioxane, Polysilicone - 11, Caprylyl Glycol, Ethylhexylglycerin, Sorbitan Olivate, 1, 2 - Hexanediol, Butylene Glycol, Disodium EDTA, Propylene Glycol, Vitis Vinifera (Grape) Seed Oil, Ubiquinone, Squalane, Simmondsia Chinensis (Jojoba) Seed Oil, Maris Aqua / Sea Water / Eau De Mer, Punica Granatum Seed Oil, Persea Gratissima (Avocado) Oil, Orbignya Oleifera Seed Oil, Niacinamide, Mangifera Indica (Mango) Seed Butter, Coffea Arabica (Coffee) Seed Extract, Citrus Aurantium Dulcis (Orange) Oil, Citrus Grandis (Grapefruit) Peel Oil, Caffeine, Argania Spinosa Kernel Oil, Arbutin, Adenosine, Anthemis Nobilis Flower Water, Lactobacillus / Honeysuckle Flower / Licorice Root / Morus Alba Root / Pueraria Lobata Root / Schizandra Chinensis Fruit / Scutellaria Baicalensis Root / Sophora Japonica Flower Extract Ferment Filtrate, Illite, Betula Platyphylla Japonica Juice, Perfluorohexane, Hibiscus Sabdariffa Flower Extract, Caviar Extract, Snail Secretion Filtrate, Olea Europaea (Olive) Leaf Extract, Cucumis Sativus (Cucumber) Fruit Extract, Camellia Sinensis Leaf Extract, Chrysanthemum Indicum Flower Extract, Cholesteryl Chloride, Cholesteryl Isostearate, Cholesteryl Nonanoate, Alcohol, Arnica Montana Flower Extract, Alchemilla Vulgaris Extract, Ananas Sativus (Pineapple) Fruit Extract, Actinidia Chinensis (Kiwi) Fruit Extract, Pueraria Lobata Root Extract, Perfluorodecalin, Morus Alba Fruit Extract, Magnolia Kobus Bark Extract, Glycine Soja (Soybean) Sprout Extract, Diospyros Kaki Leaf Extract, Cinnamomum Cassia Bark Extract, Artemisia Princeps Leaf Extract, Pentafluoropropane, Curcuma Longa (Turmeric) Root Extract, Achillea Millefolium Extract, Steareth - 20, Marrubium Vulgare Extract, Phenoxyethanol, Gentiana Lutea Root Extract, Artemisia Absinthium Extract, Hydrogenated Lecithin, Veronica Officinalis Extract, Primula Veris Extract, Mentha Piperita (Peppermint) Leaf Extract, Melissa Officinalis Leaf Extract, Malva Sylvestris (Mallow) Extract, Hydrolyzed Hyaluronic Acid, Colloidal Oatmeal, Hydrolyzed Silk, Citric Acid, Potassium Sorbate, Sodium Benzoate, Algae Extract, Aloe Barbadensis Leaf Extract, N - Hydroxysuccinimide, Hydrolyzed Collagen, Caprylhydroxamic Acid, Tocopherol, Thiamine Hcl, Riboflavin, Retinyl Palmitate, Pantothenic Acid, Palmitoyl Oligopeptide, Niacin, Folic Acid, Chrysin, Carnitine HCL, Biotin, Ascorbic Acid, Palmitoyl Tetrapeptide - 7, Chlorhexidine Digluconate, Titanium Dioxide (CI 77891), Mica (CI 77019).

Details+

How to Use+

Ingredients+

Shipping & Coupon Restrictions+

Reviews

Product Reviews

REVIEW SNAPSHOT®

by PowerReviews
It CosmeticsNo. 50 Serum Collagen Veil Anti-Aging Primer
 
4.5

(based on 626 reviews)

92%

of respondents would recommend this to a friend.

Pros

  • Easy to apply (528)
  • Smooth (471)
  • Lightweight (469)
  • Blends well (266)
  • Long lasting (261)

Cons

  • Doesn't work (27)
  • Heavy (9)
  • Irritates skin (9)
  • Causes breakouts (8)
  • Doesn't stay on (8)

Best Uses

  • Everyday (420)
  • All skin types (292)
  • Sensitive skin (199)
  • Going out (113)
  • Travel (96)
    • Reviewer Profile:
    • Natural style (280), Classic style (250), Trendy style (41)

Reviewed by 626 customers

Displaying reviews 1-10

Back to top

Previous | Next »

 
5.0

LOVE!!!

By April

from Forney, TX

About Me Natural Style

Verified Buyer

Pros

  • Blends Well
  • Easy To Apply
  • Lightweight
  • Smooth

Cons

    Best Uses

    • Sensitive Skin

    Comments about It Cosmetics No. 50 Serum Collagen Veil Anti-Aging Primer:

    Feels great- I apply after my moisturizer and makes my skin feel and look amazing!

     
    5.0

    Long term benies

    By Public Speaker

    from Las Vegas

    About Me Classic Style

    Verified Reviewer

    Pros

    • Absorbs quickly
    • Easy To Apply
    • Improves SKIN
    • Lightweight
    • Noncomedogenic

    Cons

      Best Uses

      • Everyday

      Comments about It Cosmetics No. 50 Serum Collagen Veil Anti-Aging Primer:

      The one thing I love most about "It" products is the interesting phenomenon that - the longer I wear "It"- the better "It" looks! My It "makeup" - which is actually skin care - looks better a couple hours after I applied - than when I first put it on! This serum not only works for the day when I apply it - but it has improved my skin making it more smooth, soft & supple even before I apply this serum. My skin loves "It!"

       
      5.0

      Better than the rest

      By Jen

      from NoVa

      About Me Natural Style

      Verified Buyer

      Pros

      • Easy To Apply
      • Light and fresh acent
      • Lightweight
      • Long Lasting
      • Noncomedogenic
      • Quick drying

      Cons

        Best Uses

        • All Skin Types
        • Everyday

        Comments about It Cosmetics No. 50 Serum Collagen Veil Anti-Aging Primer:

        I was a combo 2 Mary Kay moisturizer girl until it went "timeless". After trying many brands over many years this is my favorite before bb or cc cream moisturizer. Lightl and quick absorption is perfect for this girl who is always running behind

         
        2.0

        Not a fan..

        By Syd

        from Washington, DC

        About Me Classic Style

        Verified Reviewer

        Pros

        • Easy To Apply
        • Smooth

        Cons

        • Causes oil
        • Heavy
        • Irritates Skin

        Best Uses

          Comments about It Cosmetics No. 50 Serum Collagen Veil Anti-Aging Primer:

          Was given this by my mom after she didn't like it. The first time I used it I was breaking out within a couple of hours. The next few times I used it, there was not as much irritation, but I would always need to blot my face of oil by the afternoon even more than I would with no primer at all.

           
          5.0

          This stuff is amazing

          By Texashonny

          from Angleton, Texas

          About Me Trendy Style

          Verified Buyer

          Pros

          • Blends Well
          • Lightweight
          • Natural Looking
          • Smooth

          Cons

            Best Uses

            • All Skin Types
            • Everyday
            • Going Out
            • Sensitive Skin
            • Travel

            Comments about It Cosmetics No. 50 Serum Collagen Veil Anti-Aging Primer:

            Easy to use makes my skin feel amazing, I wear this under my foundation and it makes my make-up go on smoothly

             
            3.0

            Great but too expensive!

            By Tori loves beauty

            from Grand Rapids, MI

            About Me Classic Style

            Verified Buyer

            Pros

              Cons

              • Need too much to cover
              • Poor Coverage

              Best Uses

                Comments about It Cosmetics No. 50 Serum Collagen Veil Anti-Aging Primer:

                I love this stuff! However, it does not go very far! When I used it just once, I ended up needing to use too much of the product just to cover my entire face! I was hoping that it would be like other IT Cosmetics where it doesn't take much product and a little goes a long way. NOT THIS! It feels absolutely wonderful on my face and I wanted to wear it even on days when I didn't wear makeup, but I can't afford to do that. I'm returning it, and going back to Smashbox primer. It lasts longer and it's more affordable (still too pricey, but what can you do when you want quality...??)...disappointed that I just cannot justify keeping it due to cost. I'd end up using it before a month was over, and products like this should last me months. I'd give it 5 stars for how it feels on my face quality-wise, but overall having to use too much for one application is not feasible for my budget.

                 
                2.0

                Not worth the money...

                By JD

                from San Luis Obispo

                About Me Classic Style

                Verified Reviewer

                Pros

                • Easy To Apply

                Cons

                • Ineffective

                Best Uses

                • All Skin Types
                • Everyday

                Comments about It Cosmetics No. 50 Serum Collagen Veil Anti-Aging Primer:

                I wanted to love this, but I thought it would blur my fine lines more. In fact, I felt like it actually made my foundation settle into my wrinkles and fine lines. I also didn't notice any difference in the appearance of my pores. I feel like there are other, cheaper primers out there that work more effectively. I love IT Cosmetics and will continue to use their products--just not this primer.

                 
                5.0

                Love this product.

                By Bobbie

                from Davie florida

                About Me Classic Style

                Verified Buyer

                Pros

                • Blends Well
                • Easy To Apply
                • Lightweight
                • Natural Looking

                Cons

                  Best Uses

                  • Everyday

                  Comments about It Cosmetics No. 50 Serum Collagen Veil Anti-Aging Primer:

                  Use it everyday love this product

                   
                  5.0

                  I love this product!!!

                  By Brenda the nurse

                  from Corpus Christi, Texas

                  About Me Natural Style

                  Verified Buyer

                  Pros

                  • Blends Well
                  • Easy To Apply
                  • Lightweight
                  • Long Lasting
                  • Smooth

                  Cons

                    Best Uses

                    • All Skin Types

                    Comments about It Cosmetics No. 50 Serum Collagen Veil Anti-Aging Primer:

                    I love everything It!

                     
                    5.0

                    Love it!

                    By Nancy

                    from Uxbridge, MA

                    About Me Natural Style

                    Verified Buyer

                    Pros

                    • Blends Well
                    • Easy To Apply
                    • Lightweight
                    • Smooth

                    Cons

                      Best Uses

                      • Everyday

                      Comments about It Cosmetics No. 50 Serum Collagen Veil Anti-Aging Primer:

                      Love this product!

                      Displaying reviews 1-10

                      Back to top

                      Previous | Next »

                      Q&A

                      Product Q&A

                      Ask a question

                      Do you have questions about this product?

                      Get answers from in-house experts.

                      90 Questions | 90 Answers
                      Displaying questions 1-10Previous | Next »
                      • Q:

                        do you apply the serum before applying sunscreen
                        Asked on 8/6/2017 by Katherine from WA

                        1 answer

                        • Brand Expert

                          A:

                          Hi there! We recommend applying your SPF sunscreen first, then applying No. 50 Primer. This will assure your skin is directly protected from the sun! XOXO

                          Answered on 8/8/2017 by Brand Expert from IT Cosmetics
                      • Q:

                        Is this product hypoallergenic?
                        Asked on 7/7/2017 by Jordan M from Stephenville, TX

                        1 answer

                        • Brand Expert

                          A:

                          Hi there, thank you for your question! No. 50 Primer is not tested to be hypoallergenic. IT is made with good for you, skin loving ingredients, and is made for sensitive skin. We do advise consulting with your doctor before use of IT with any further concerns! XOXO

                          Answered on 7/10/2017 by Brand Expert from IT Cosmetics
                      • Q:

                        After using this, will my foundation last longer? I would like a smooth base to apply foundation, but would also like my foundation to last all day. I use the IT BB Creme! Thanks!!
                        Asked on 6/21/2017 by Renee from St. Charles, MO

                        1 answer

                        • Brand Expert

                          A:

                          Hi there! This is a great question! No. 50 is perfect for creating a smooth canvas for your foundation to apply on while lengthening the wear of your foundation! We're confident you'll love IT! XOXO

                          Answered on 6/21/2017 by Brand Expert from IT Cosmetics
                      • Q:

                        Will using this make your makeup last longer?
                        Asked on 6/21/2017 by Tina from St. Louis, MO

                        1 answer

                        • Brand Expert

                          A:

                          Hi there! Thank you so much for your question! The No. 50 Primer is great for creating a smooth canvas for your foundation application while also lengthening the wear of your foundation. We think you'll love IT! XOXO

                          Answered on 6/21/2017 by Brand Expert from IT Cosmetics
                      • Q:

                        Hello, I have very oily skin that's very acne prone. Will any of the oils or butters make my skin more oily and clog my pores?
                        Asked on 6/17/2017 by MakeupNerd from Kansas City, Ks

                        1 answer

                        • Brand Expert

                          A:

                          Hi there, thank you for your question! No. 50 Primer is very hydrating, so if your concern is regarding oil and shine, we do suggest using an alternate primer or setting your foundation with powder to control shine! XOXO

                          Answered on 6/19/2017 by Brand Expert from IT Cosmetics
                      • Q:

                        Which of the IT primers would be good for sensitive skin?? I have really sensitive skin that's dry and oily at times.. and recently have started breakouts on my face.. I am in my mid 40"s... I am really at a lost at what to do? Any advice would be great!
                        Asked on 6/16/2017 by Redburgandy73 from Orange County, CA

                        1 answer

                        • Brand Expert

                          A:

                          Hi there, thank you for your question! No. 50 Primer is made with good for you, skin loving ingredients, and is made for sensitive skin. IT is deal for combination skin as it contains 50 skin loving ingredients to nourish and rejuvenate the skin as you wear IT. We advise consulting with your doctor before use of IT with any further concerns! XOXO

                          Answered on 6/16/2017 by Brand Expert from IT Cosmetics
                      • Q:

                        does this serum help improve texture overtime?
                        Asked on 6/3/2017 by sara from nc

                        1 answer

                        • Brand Expert

                          A:

                          Hi there, thank you for your question! No. 50 Primer is best used as a prep for makeup. IT works to blur the appearance of pores, smooth skin texture, and hydrate the skin. IT can absolutely help to improve the appearance of texture over time! XOXO

                          Answered on 6/6/2017 by Brand Expert from IT Cosmetics
                      • Q:

                        I have very oily skin and big pores, would this still be a good match for me and even my overall skin tone and texture in the long run?
                        Asked on 5/15/2017 by Rmp17 from undisclosed

                        1 answer

                        • Brand Expert

                          A:

                          Hi there, thank you for your question! You can absolutely use No. 50 Primer regarding your concerns. IT will help to blur the look of pores, smooth skin texture, and balance out your skin's moisture. IT contains 50 skin loving ingredients to nourish the skin as you wear IT! XOXO

                          Answered on 5/16/2017 by Brand Expert from IT Cosmetics
                      • Q:

                        Do I use it before or after my moisturizer?
                        Asked on 5/12/2017 by Becca from Nebraska

                        1 answer

                        • Brand Expert

                          A:

                          Hi Becca! Thank you so much for your question. We recommend using your No. 50 Primer after your moisturizer and right before applying foundation. We hope this helps! XOXO

                          Answered on 5/15/2017 by Brand Expert from IT Cosmetics
                      • Q:

                        Most primers make my acne worse. Can you use this on acne prone skin?
                        Asked on 4/1/2017 by AshleyLeeRose

                        1 answer

                        • Brand Expert

                          A:

                          Hi there, thanks for your question! No. 50 Primer is packed with 50 skin loving ingredients and is made for sensitive skin. We do advise consulting with your doctor or dermatologist before use of IT with any further concerns! XOXO

                          Answered on 4/3/2017 by Brand Expert from IT Cosmetics
                      Displaying questions 1-10Previous | Next »

                      Do you have a question about this product?