Skip 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

Ask a Question
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 Anti-Aging Collagen Veil Primer
 
4.5

(based on 353 reviews)

92%

of respondents would recommend this to a friend.

Pros

  • Easy to apply (285)
  • Lightweight (259)
  • Smooth (257)
  • Long lasting (144)
  • Blends well (140)

Cons

  • Doesn't work (15)
  • Doesn't stay on (6)
  • Irritates skin (6)
  • Causes breakouts (5)
  • Poor coverage (5)

Best Uses

  • Everyday (221)
  • All skin types (150)
  • Sensitive skin (116)
  • Going out (60)
  • Travel (53)
    • Reviewer Profile:
    • Natural style (153), Classic style (139), Trendy style (25)
    • Skin Tone:
    • Medium (170), Fair (151), Deep (5)

Reviewed by 353 customers

Displaying reviews 1-10

Back to top

Previous | Next »

 
5.0

The best I have ever tried! I am 66, so I have been around!!

By Lin

from Myrtle Beach

About Me Natural Style

Verified Buyer

Pros

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

Cons

    Best Uses

    • All Skin Types
    • Everyday

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

    Works well alone or with other products

    • Skin Tone:
    • Medium
     
    3.0

    Love and hate this product

    By Nursenorma

    from Twin Falls, Idaho

    About Me Trendy Style

    Verified Buyer

    Pros

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

    Cons

      Best Uses

      • Dry skin
      • Sensitive Skin

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

      I really liked the feel of this product on my face. It's light weight and does not smell bad. It has all the right ingredients for great skin in one little bottle. The only thing I did not like about it was that it left my skin shiny and I like a matte finish.

      • Skin Tone:
      • Medium
       
      4.0

      Love IT Cosmetics!

      By Janie

      from Oklahoma

      About Me Classic Style

      Verified Buyer

      Pros

      • Easy To Apply
      • Easy To Take-off
      • Natural Looking

      Cons

        Best Uses

        • All Skin Types
        • Everyday

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

        I like a primer under my makeup to help it glide on and look smoother. I like this primer because it is anti-aging. It's a little makes my skin a little oily, but my mature skin is fine with it. Much better than dry and flaky!

        • Skin Tone:
        • Fair
         
        1.0

        This product wasn't worth it to me

        By Emi

        from Jacksonville NC

        About Me Natural Style

        Verified Buyer

        Pros

          Cons

          • Causes Breakouts

          Best Uses

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

            I gave this product more than a few tries, different foundations etc. and each time I used it I ended up with breakouts. This was a HUGE disappointment for me since I had high hopes for this primer.

            • Skin Tone:
            • Fair
             
            5.0

            Best product that I've found

            By SusanM

            from Rock Hill SC

            About Me Classic Style

            Verified Buyer

            Pros

            • Lightweight
            • Noncomedogenic
            • Smooth

            Cons

              Best Uses

              • All Skin Types
              • Everyday
              • Sensitive Skin

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

              Love the product but not the price

              • Skin Tone:
              • Fair
               
              4.0

              Love it!

              By Viv

              from Florids

              About Me Classic Style

              Verified Buyer

              Pros

              • Easy To Apply
              • Smooth

              Cons

                Best Uses

                • All Skin Types

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

                Foundation goes on smoothly.
                It smells wonderful also!

                • Skin Tone:
                • Medium
                 
                5.0

                Great product

                By Yia-yia

                from Marlton nj

                About Me Classic Style

                Verified Buyer

                Pros

                • Easy To Apply
                • Smooth

                Cons

                  Best Uses

                  • All Skin Types
                  • Travel

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

                  Love this product creamy light and easy to apply

                  • Skin Tone:
                  • Medium
                   
                  5.0

                  Yes

                  By Karem

                  from Norwalk ct

                  About Me Natural 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

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

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

                    How can I describe this product is just a best, this is my second bottle

                    • Skin Tone:
                    • Fair
                     
                    5.0

                    Second time I buy this product. Absolutely love it.

                    By Gina

                    from Hollywood, Florida

                    About Me Classic Style

                    Verified Buyer

                    Pros

                    • Easy To Apply
                    • Lightweight
                    • Smooth

                    Cons

                      Best Uses

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

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

                      I use it every day as a primer before my foundation. Skin feels hydrated all they long.

                      • Skin Tone:
                      • Medium
                       
                      5.0

                      Love the way this makes my skin feel. Great under foundation

                      By Anne B

                      from Wilmington, NC

                      Verified Buyer

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

                      I use under my sunscreen or foundation. Leaves my skin feeling silky soft w/out being greasy at all.

                      • Was this a gift?:
                      • No

                      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.

                      63 Questions | 63 Answers
                      Displaying questions 1-10Previous | Next »
                      • Q:

                        Do I use this under the powder foundation?
                        Asked on 5/13/2016 by Shoppingkathy from Houston, Tx

                        1 answer

                        • Brand Expert

                          A:

                          Hi there, thank you for your question. You can absolutely use this under your powder foundation. It will help to give a boost of hydration and leave a smooth canvas for make up application. XOXO

                          Answered on 5/17/2016 by Brand Expert from IT Cosmetics
                      • Q:

                        Should it be applied over or under BB tinted moisturizer?
                        I don't use foundation with the BB cream.
                        Asked on 4/27/2016 by Ulta Customer from Chicago, IL

                        1 answer

                        • Brand Expert

                          A:

                          Hi!
                          You would apply the No 50 primer first with the other products over the top. This primer will help prep your skin for the best makeup application.
                          XOXO

                          Answered on 4/28/2016 by Brand Expert from IT Cosmetics
                      • Q:

                        does this primer leave your face stickey? I have a problem with primers leaving a stickey feeling causing my foundation to cake on my face. thanks
                        Asked on 4/15/2016 by maemae from richland, ms

                        1 answer

                        • Brand Expert

                          A:

                          Great question! This is an amazing primer that is also very moisturizing and light so it does not leave that sticky felling.
                          We do recommend that you let it dry down into your skin for 1-2 minutes before applying your foundation.
                          XOXO

                          Answered on 4/15/2016 by Brand Expert from IT Cosmetics
                      • Q:

                        Does this product contain phythlates or any other harsh chemical ingredients.
                        Asked on 4/10/2016 by none from new york

                        1 answer

                        • Brand Expert

                          A:

                          Hi!
                          Our products are all made with good for you skin loving ingredients and no harsh chemicals.
                          XOXO

                          Answered on 4/11/2016 by Brand Expert from IT Cosmetics
                      • Q:

                        What is the difference between this 50 and the regular it serum primer
                        Asked on 4/10/2016 by Beauty girl from San Antonio texas

                        1 answer

                        • Brand Expert

                          A:

                          We are more than happy to help you with this today! Both of our primers are amazing. They each stand alone to treat and prime your skin. Many of the IT Girls tell us that they use them on different days for different reasons.

                          · No 50 Primer – this is a great every day primer. With the more than 50 key ingredients, your skin will be supple and luminous all day while being treated by the best anti-aging powerhouse ingredients.
                          · Feel the Moment Spa Primer – this is the go-to primer when your skin needs that extra moisture and your spirit needs that extra boost. You get the benefit of aromatherapy from the orange peel oil, lavender oil, and eucalyptus while your skin is deeply hydrated. In fact, in a clinical study after 10 minutes of wear, 88% of subjects showed a clinically measured increase in skin hydration.

                          Our products are all formulated to work together but when it comes to primer, you can really choose either each day, depending on your skin. (Some of us use one under our makeup and the other at night because they make our skin feel so good and we know they are doing great things for our skin!)
                          We hope this helps!
                          XOXO

                          Answered on 4/11/2016 by Brand Expert from IT Cosmetics
                      • Q:

                        I have dry, sensitive skin but I'm acne prone. Most primers with Silicone breaks me out - will this break me out or will this be good for my skin?
                        Asked on 3/18/2016 by Jess from Upper Marlboro, Md

                        1 answer

                        • Brand Expert

                          A:

                          Hi
                          We are happy to hear that you are interested in this! While are products are not known to cause breakouts and are good for those with sensitive skin in this case we recommend that you contact your doctor as to if you should be using!
                          XOOX

                          Answered on 3/18/2016 by Brand Expert from IT Cosmetics
                      • Q:

                        Do u put sunscreen on top of this or under it
                        Asked on 3/15/2016 by Jules from Chicago il

                        1 answer

                        • Brand Expert

                          A:

                          Great question!
                          We would recommend using the sunscreen and then the primer!
                          XOXO

                          Answered on 3/16/2016 by Brand Expert from IT Cosmetics
                      • Q:

                        I'm only 21, is it okay for me too apply this anti aging product. I don't have wrinkles but I do worry about my pores.
                        Asked on 3/12/2016 by Stephanie from Victorville, California

                        1 answer

                        • Brand Expert

                          A:

                          Absolutely! It is never to early to start protecting and helping your skin!
                          XOXO

                          Answered on 3/14/2016 by Brand Expert from IT Cosmetics
                      • Q:

                        Do I apply this first then my sunscreen or vice versa
                        Asked on 3/11/2016 by Ahilger74 from Lena, LA

                        1 answer

                        • Brand Expert

                          A:

                          Great question! You would apply this and then the sunscreen!
                          XOXO

                          Answered on 3/14/2016 by Brand Expert from IT Cosmetics
                      • Q:

                        Does the #50 primer improve makeup longevity or is it mainly for smoothing out the skin & prepping it for makuep. I have tried a million primers & none of them help my makeup last longer.
                        Asked on 3/10/2016 by MakeUpDumbAss from Missouri

                        1 answer

                        • Brand Expert

                          A:

                          Great Question! The No 50 is an amazing primer that does help to improve the longevity of the makeup. You can also use a setting powder like our bye bye pores as the final step in your makeup as a way to help set the makeup and make it last longer.
                          XOXO

                          Answered on 3/11/2016 by Brand Expert from IT Cosmetics
                      Displaying questions 1-10Previous | Next »

                      Do you have a question about this product?