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

Item #: 2264079 Size: 1.0 oz

Special Free Gift with Purchase! Click for Offer Details

Ask a Question
GIFT WITH PURCHASE

FREE mini Confidence in a Cream with any $35 IT Cosmetics purchase (offer valid 3/19/17-4/8/17 or while supplies last)

FREE mini Confidence In A Cream w/any $35 IT Cosmetics purchase
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!
Water, Cyclopentasiloxane, Cyclotetrasiloxane, Dimethicone, Vinyl Dimethicone/Methicone Silsesquioxane Crosspolymer, Isododecane, Glycerin, Hexyl Laurate, Cyclohexasiloxane, Ozokerite, PEG-10 Dimethicone, Dimethicone/Vinyl Dimethicone Crosspolymer, Petrolatum, Sodium Chloride, Caprylyl Methicone, Cetyl PEG/PPG-10/1 Dimethicone, Polyglyceryl-4 Isostearate, Polysilicone-11, Titanium Dioxide, 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, Sea Water, Punica Granatum Seed Oil, Persea Gratissima (Avocado) Oil, Orbignya Oleifera Seed Oil, Niacinamide, Mangifera Indica (Mango) Seed Butter, Coffea Arabica (Coffee) Seed Extract, 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, Mica, Betula Platyphylla Japonica Juice, Perfluorohexane, Hibiscus Sabdariffa Flower Extract, Caviar Extract, Snail Secretion Filtrate, Olea Europaea (Olive) Leaf Extract, Cucumis Sativus (Cucumber) Fruit Extract, Cholesteryl Isostearate, Camellia Sinensis Leaf Extract, Chrysanthemum Indicum Flower Extract, Cholesteryl Nonanoate, Cholesteryl Chloride, 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, Silica, Fish Extract, BHT, Sodium Benzoate, Algae Extract, Aloe Barbadensis Leaf Extract, N-Hydroxysuccinimide, Hydrolyzed Collagen, Caprylhydroxamic Acid, Mussel Extract, Tocopherol, Thiamine HCl, Riboflavin, Retinyl Palmitate, Pantothenic Acid, Palmitoyl Oligopeptide, Niacin, Folic Acid, Chrysin, Carnitine HCl, Biotin, Ascorbic Acid, Palmitoyl Tetrapeptide-7,Chlorhexidine digluconate. May Contain: Red 7 Lake (CI 15850:1).

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 517 reviews)

92%

of respondents would recommend this to a friend.

Pros

  • Easy to apply (433)
  • Lightweight (385)
  • Smooth (381)
  • Long lasting (215)
  • Blends well (210)

Cons

  • Doesn't work (21)
  • Causes breakouts (7)
  • Doesn't stay on (7)
  • Irritates skin (6)
  • Poor coverage (6)

Best Uses

  • Everyday (339)
  • All skin types (237)
  • Sensitive skin (163)
  • Going out (86)
  • Travel (75)
    • Reviewer Profile:
    • Natural style (232), Classic style (203), Trendy style (34)

Reviewed by 517 customers

Displaying reviews 1-10

Back to top

Previous | Next »

 
3.0

I will buy this product again

By Rosa

from Kings Bay, GA

About Me Classic Style

Verified Buyer

Pros

  • Blends Well
  • Easy To Apply
  • Good Pigmentation
  • Lightweight
  • Long Lasting
  • Natural Looking
  • Smooth

Cons

    Best Uses

    • All Skin Types
    • Everyday

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

    I love this product! I'm pregnant my hormones are everywhere some days my skin is dry some days oily it works great alone and with other make up products, it feels super light, it's not greasy and you don't need a ton of product to get the job done. You put it on and it feels like it all goes on your face it's not lingering on your hands and it smells amazing. This product is on more of the expensive side, but definitely worth it because even though it is in a smaller bottle it will last a long time.

     
    5.0

    Yes

    By Sunshine

    from Berne, Indiana

    About Me Natural Style

    Verified Buyer

    Pros

    • Easy To Apply

    Cons

      Best Uses

      • Everyday

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

      I use this product both morning and night to help keep wrinkles away.

       
      5.0

      I will definitely buy this product again!

      By Autumn

      from Missouri

      About Me Natural Style

      Verified Buyer

      Pros

      • Easy To Apply
      • Easy To Take-off
      • Lightweight
      • Smooth

      Cons

        Best Uses

        • All Skin Types

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

        I use this primer under my foundation.

         
        5.0

        Yes I would buy this again

        By Jen

        from Seattle, Wa

        About Me Natural Style

        Verified Buyer

        Pros

        • Easy To Apply
        • Lightweight
        • Smooth

        Cons

          Best Uses

          • All Skin Types

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

          Great product

           
          5.0

          I have been using this product for 3 years.

          By N

          from New York

          About Me Classic Style

          Verified Buyer

          Pros

          • Blends Well
          • Easy To Apply
          • Easy To Take-off
          • Long Lasting
          • Smooth

          Cons

            Best Uses

            • All Skin Types
            • Everyday

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

            I use this every morning after my cleanse and before my moisturizer. Love it, truly feel it adds collagen to my skin.

            (3 of 3 customers found this review helpful)

             
            5.0

            This is a great product for my dry skin

            By Valley35

            from Carlisle Pa

            About Me Classic Style

            Verified Buyer

            Pros

            • Blends Well
            • Easy To Apply
            • Easy To Take-off
            • Good Pigmentation
            • Lightweight
            • Long Lasting
            • Natural Looking
            • Noncomedogenic
            • Smooth

            Cons

              Best Uses

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

                I'm 73 and need lots of help. I was a sun worshiper.

                (7 of 7 customers found this review helpful)

                 
                4.0

                AMAZING but not for everyone

                By Chelsea

                from Georgia

                Verified Buyer

                Pros

                • Easy To Apply
                • Lightweight
                • Noncomedogenic
                • Smooth

                Cons

                  Best Uses

                  • Everyday
                  • Going Out
                  • Sensitive Skin

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

                  This is a great primer if you're like me, and wanted something natural-based, with more of a soft finish instead of a "plastic" finish. My foundation personally goes on smoother with this base than other bases, but that may not be true for everyone since we all have different types of foundations that we use. If you are a huge fan of the Smashbox primer, than this may not provide quite as smooth of a base as you are used to; if you have aged/mature skin (over 45), then this may not be as effective of a product to use alone under makeup, and might would work better as a moisturizer under a stronger primer.

                  For me personally, I LOVE it!!!! I did sample it first, which I would always recommend with ANY primer to make sure that it works well with YOUR foundation of choice :)

                  (1 of 1 customers found this review helpful)

                   
                  5.0

                  Amazing

                  By HMass

                  from Fort Mill SC

                  About Me Natural Style

                  Verified Buyer

                  Pros

                  • Easy To Apply
                  • Lightweight
                  • Smooth

                  Cons

                    Best Uses

                    • Everyday

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

                    My skin felt improved after first application!

                     
                    5.0

                    Love it!

                    By JLS

                    from NJ

                    About Me Natural Style

                    Verified Buyer

                    Pros

                    • Easy To Apply
                    • Lightweight
                    • Noncomedogenic
                    • Smooth

                    Cons

                      Best Uses

                      • All Skin Types
                      • Everyday

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

                      this stuff works great!!

                       
                      5.0

                      Love this product

                      By Frannie

                      from Augusta Ga

                      About Me Classic Style

                      Verified Buyer

                      Pros

                      • Easy To Apply
                      • Lightweight
                      • Long Lasting

                      Cons

                        Best Uses

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

                          I have always loved the IT products that I have tried.

                          Displaying reviews 1-10

                          Back to top

                          Previous | Next »

                          Q&A

                          Product Q&A

                          Do you have questions about this product?

                          Get answers from in-house experts.

                          77 Questions | 77 Answers
                          Displaying questions 1-10Previous | Next »
                          • Q:

                            I'm 57 with wrinkles over lips and some others on face. Will this really help smooth out wrinkles on face?
                            Asked on 3/2/2017 by Beauty freak from NY

                            1 answer

                            • Brand Expert

                              A:

                              Hi there, thanks for your question! While No. 50 Primer is anti-aging, it is specifically formulated to blur the look of pores, smooth skin texture, and hydrate the skin. IT does contain anti-aging ingredients to give your skin a youthful, supple looking appearance. IT preps the skin for makeup and fills in fine lines and wrinkles as well. You can absolutely apply this on it's own or before you apply your makeup for the day! XOXO

                              Answered on 3/2/2017 by Brand Expert from IT Cosmetics
                          • Q:

                            Hi I wanted to know what's the difference between Dermalogica Age Smart Primer and the product No 50? which one would offer better coverage for women in the 50's
                            Asked on 12/31/2016 by makeup shopper from Spring,Texas

                            1 answer

                            • Brand Expert

                              A:

                              Hi there, thank you for your question! While we cannot speak for another product, we can assure you No. 50 Primer is life changing! IT contains 50 skin loving ingredients to hydrate, smooth skin texture, and blur the look of pores. IT is your secret to flawless looking skin, which starts at the base of IT! XOXO

                              Answered on 1/3/2017 by Brand Expert from IT Cosmetics
                          • Q:

                            Can I use this under the cc + cream???
                            Asked on 12/29/2016 by IT Beginner from okla

                            1 answer

                            • Brand Expert

                              A:

                              Hi there, we're happy to help with this! You can absolutely use IT underneath your CC Cream, they make a perfect pair for the most seamless, natural makeup application. XOXO

                              Answered on 1/2/2017 by Brand Expert from IT Cosmetics
                          • Q:

                            I am looking for an anti aging serum. I looked over many products and see the ingredients of the IT Cosmetics "#50 Collagen Veil" and the "Feel the Moment" serums are similar. What are the primary differences between the two?
                            Asked on 12/26/2016 by Mary from St Charles, Illinois

                            1 answer

                            • Brand Expert

                              A:

                              Hi there, thank you for your question! Many of our products do contain similiar beneficial skin loving and anti-aging ingredients. No. 50 Primer works to prime and hydrate the skin, blur the look of pores, and smooth skin texture to create a flawless base. Feel the Moment is a true hydrating serum, best applied at night time to prep skin for the next time. IT has a thin, slick consistency and absorbs quickly into the skin. This is perfect for anyone with dry skin. We hope IT helps! XOXO

                              Answered on 12/28/2016 by Brand Expert from IT Cosmetics
                          • Q:

                            does it fill in pores???
                            Asked on 12/20/2016 by han from corpus christi, tx

                            1 answer

                            • Brand Expert

                              A:

                              Hi there, we're happy to help with this! No. 50 has over 50 ingredients to help smooth skin out and prep for super smooth makeup application. IT will help to prevent makeup from settling into fine lines and pores all while keeping your makeup on all day! XOXO

                              Answered on 12/22/2016 by Brand Expert from IT Cosmetics
                          • Q:

                            How long after applying moisturizer should I wait to apply this and then how long until I apply makeup? Also, does it work with water, cream, and powder based foundations without disintegrating? I'm looking for a primer to plump up fine forehead lines and keep my skin moistuirized. Is this or the pink primer better? I'm 42 with fair sensitive skin that is in pretty good shape. Thank you.
                            Asked on 12/11/2016 by Kate from Woodinville WA

                            1 answer

                            • Brand Expert

                              A:

                              Hi there, we are happy to assist you with your product application! After applying your moisturizer, wait a few minutes until IT is fully absorbed into the skin. Then apply your No. 50 Primer, allow a few minutes as well until it is no longer visible on the skin. At that point, you can apply your makeup products. No. 50 Primer works with all types of foundations. Allowing IT to fully absorb into the skin will give you the best application of your makeup and allow it's skin loving ingredients and priming properties to be maintained during makeup application. We suggest using No. 50 Primer over Feel the Moment as that product is more of a true hydrating serum. No. 50 will fill in fine lines and blur the look of pores to smooth skin texture for flawless makeup application. We hope you try IT out! XOXO

                              Answered on 12/12/2016 by Brand Expert from IT Cosmetics
                          • Q:

                            Will this primer hydrate my skin or I should get awakening primer ?
                            Asked on 10/5/2016 by Brenda from San Benito tx

                            1 answer

                            • Brand Expert

                              A:

                              Hi there, thank you for your question! No.50 is formulated to add hydration in addition to IT's priming benefits. IT is an all in one primer used to hydrate, blur the look of pores, smooth the skin's texture, and prolong the wear of makeup during the day. We hope you try IT with your routine to see how it works for you! XOXO

                              Answered on 10/5/2016 by Brand Expert from IT Cosmetics
                          • Q:

                            does this help reduce redness? love it cosmetics stuff but I've been using a green primer to down play the redness of my face. will this help?
                            Asked on 9/23/2016 by shaley from US

                            1 answer

                          • Q:

                            does this act as a moisturizer as well or do you recommmend a moisturizer as well.
                            Asked on 9/5/2016 by lynne from mass

                            1 answer

                            • Brand Expert

                              A:

                              Hi there, thank you so much for your question we are happy to help with this! No. 50 Serum Primer is meant to be used on top of your moisturizer. While IT absolutely does give a boost of hydration, IT Girls with skin that tends to be dry may find they pair IT with their favorite moisturizer such as Confidence in a Cream! XOXO

                              Answered on 9/7/2016 by Brand Expert from IT Cosmetics
                          • Q:

                            Is this good for combination/oily skin?
                            Asked on 9/3/2016 by Eludeau from Louisiana

                            1 answer

                            • Brand Expert

                              A:

                              Hi there, that is a great question! No. 50 Serum Primer is really amazing for all skin types, including combination! IT gives just the right amount of hydration and will leave skin super smooth to prep IT for flawless make up application. Hope that helps! XOXO

                              Answered on 9/7/2016 by Brand Expert from IT Cosmetics
                          Displaying questions 1-10Previous | Next »

                          Do you have a question about this product?