Rated 3.98 out of 5 stars
Most Helpful Positive Review LOVE LOVE LOVE I now prefer this over IT CC Cream
I'm a daily wearer of IT Cosmetics CC cream and I can easily see distinct differences between the two. I'm 39 YO with Oily skin and visible pores and always fighting those fine lines. I'm exactly between their CC Fair and Light shades, so I have to blend the two colors together daily. I saw this release of the Fair/Light color so I was excited to try it. The Fair/Light shade has a definite PINK undertone, but it's definitely still workable for me. I wore it today with no moisturizer and no primer (I always wear both) and it's holding up much better than the CC cream! For me the product provided better coverage than the CC cream while using less of it. It also dried down to a natural finish pretty quickly. CC always leaves me with a tacky, luminous, almost wet looking finish before I powder it in order to apply the rest of my make, but I didn't have to even powder with this! I'm extremely happy with how it looks on my skin, and amazed that I didn't have to use as many products either. I highly recommend!
Most Helpful Critical Review Worst Breakout of My Life
The IT cosmetics CC cream was my foundation of choice for months, but recently I was on the lookout for something different and thought this would be a perfect alternative. Boy was I wrong. I've never had an adverse reaction to makeup before nor do I have sensitive skin so I was shocked to discover that this product broke me out horribly. My skin is now red, irritated, dry, itchy, and covered in both small bumps and cystic acne as a result of this foundation. I'm embarrassed to leave my dorm since my skin is constantly inflamed and in pain, and I can hardly stand to look at myself in the mirror. I'm horrified and appalled that this company would release a product like this, claiming it can help skin conditions such as acne, dryness, and redness when it actually exacerbates all of those issues. To say the least, I would suggest that you stay as far away from this foundation as possible.
Reviewed by 1764 customers Doesn't Blend well...
Maeve from USA
...I also found that it sits in creases and small pores. It feels nice. I like the high SPF. The color blended with mine well. I'm going to try a liquid mineral foundation instead.
Not enough coverage for me
Not enough coverage from Knoxville
This just doesn't have enough coverage for me. I ended up returning the product. I loved the texture and the way it felt on my skin.
Would not personally recommend or buy again
Jesse M from Clearwater, FL
I use Tarte and thought I would try this one out. It was terrible the first time I tried it. I thought I was being crazy so I tried it again. It's terrible compared to Tarte. You have to put on 3x as much and it looks so wet. My face looked oily and as if I needed a ton of setting powder. It wipes off easily and doesn't cover your skin to get that even color foundation does.
It survived my wedding day!
Jen from Cleveland, OH
I used this for my wedding day, and I am so glad I did! It is lightweight, buildable, and provides great coverage! I love that it has a pump so it gives the perfect amount of product.
I set this foundation with the NYX Matte Finish Setting Spray. There was terrible humidity during the ceremony, followed by a downpour and my makeup did not budge!
It cosmetics SPF from TX
It goes great with other counselors form it cosmetics
AJP from PA
I do really love this foundation. It's the one I mostly go for in the summer especially. It is a bit thicker in texture than the CC cream, but has more of a sheer coverage I find. My skin still shows but it just looks even toned. I use a mineral sunblock underneath (Replenix) and it works very well over the top as the textures are similar. One thing I did find in the winter though, is that it doesn't blend well over dry patches. I think the CC cream is better for that.
But overall it looks great over the whole day for me even though I do have slightly oily T-zone.
I would definitely buy this product again!
Molly from Hattiesburg, MS
Great coverage and the safe is a perfect match for my skin
not for pale cool undertones
k from az
it is absolutely dark and orange on my skin. It also did not feel moisturizing and the texture was difficult to blend. I purchased fair light and it looked like I put fake tan on my face.
I have been using this for a couple years now!
LB from Seal Beach, CA
This one does not seem as heavy as others in the line, to me. After applying, it seems to disappear into my skin, but leaves it looking smoother and better.
I had the opportunity to have someone from the store help me choose the color. I think that is very helpful. We both thought I would take the "light" color, but ended up that the "medium" matched my skin and looked much better.
Great! As long as the stars align
DAM from Overland Park
This foundation is so....temperamental. If you use the wrong primer, or your foundation brush isn't clean enough, or you don't buff enough, it won't look good. It'll look pilly, and so unnatural. However, if the moon is in Scorpio, dogs and cats are getting along, and the tide is high, I'm sure it'll look great.
Christy from Georgia
My favorite foundation. Expensive so I don't use daily
"It" is Awesome!!!
jojo from MO
Now that I'm getting older, I really needed a foundation nonsetteling on my fine lines. Specially around my eyes.The full coverage moisturizer by "IT" is an Excellent product!
Is it love? Indeed!
Faery from NC
This product is my 'go-to' with shades available from extremely fair to caribbean deep, many ladies will be able to find their fit in a shade...I personally have to mix...but its my parents fault, as I have dads pinky light face, but neck down am mums olivey fair skin...anyone else? I own this product in 4 different shades NOT counting the wee samples they give at Ulta(NOT in my colour, EVER) so Im saving them... It goes on smooth, cruelty free, can apply with fingers brush or sponge dep. on effect. It covers my freckles, AND minor discolouration from them(ageing is not for the weak!). This product will make you love your pretty face...and the 50 SPF is awesome...This is an ACE company, I had freelanced for them before their L'Oreal purchasing.
Z from East Chicago
Too Dark, Impossible to Find a Match
Jany from Ft. Lauderdale
If the shade is right, coverage is pretty. I tried three different colors, and they ALL looked too yellow or straight up orange-hued from oxidizing. The colors of course looked different in-store from what I saw outdoors or indoors, but even through trial and error and finally narrowing down to the most appropriate shade match, I never felt good about it. Used it all up but will not rebuy. This line has shade issues in terms of undertone. There should be more shades with neutral undertone offered. Had it been a great color match, I would've felt better. But a face product being too warm/yellow/orange will always appear aging and make the skin look dull and caked. Too pink, a similar issue. This line from It Cosmetics is a pass for me. Do not recommend.
LOVE THIS PRODUCT!!
Miranda from Locust Grove
I have extremely dry, sensitive skin. I am 38 and went to the tanning bed for a minute. Unfortunately it was long enough to put some serious wrinkles/texture on my forehead. I usually get very self-conscious wearing foundation because even my best ones settle into the forehead. I use a Beauty Blender to put this on and it never settles! I use the Bobbi Brown Face Base as primer. I let it settle into my skin for a couple minutes before I apply the rest of my face and it always dries down enough that I don't need to powder, never flatters my dry skin, so that makes me happy. This lasts all day for me. It looks natural which is something I was trying really hard to find. It can be lighter coverage for no makeup days when you still want the moisturizer and sun protection or you can build it up. Just be cautious building in areas with more texture or wrinkles. If I put too much on my forehead it does settle, but I have learned this and use a light hand there even if I want more coverage other places. You really don't need much even to get amazing coverage! Definitely recommend trying if you are looking for something. Everyone's skin is different but this is my favorite for my VERY difficult skin!!
Would buy again
Ann from Paducah ky
I needed a a new foundation. I just turned 50 and wanted it to cover well. The employee recommended this product and it's the wrong color.
Love this stuff!
Kate from Ohio
I love using this foundation it's covers so well for me that I don't need to use much at all! I'm not a person who likes to where different layers of foundation. But this one works very well just one it's own. Another plus it lasts all day!
SolsticeDeb from Rochester, MI
Great for days I will be spending a lot of time outside. I'm pale and it's hard to find makeup with high SPF. This provides full coverage and has worn well all day.
First time user and will def try again!
Sky from Montana
I like this full coverage product! It seems to have good staying power.
Good Coverage But Not Too Heavy
Chey from Washington
I use this product when I feel like wearing foundation. It works with a ton of primers depending on what look you're going for. It's easy to blend. I would say it has medium coverage, but it can be sheered out or built up with ease. It lasts a long time. I feel like sometimes it exaggerated my texture if I put too much on. But usually it's okay.
Bye Bye Foundation Full Coverage Moisturizer with SPF 50+
Lainie from Pot Charlotte, FL
Apply all over. Covers imperfections.
Mel from Normal, IL
I put a half pump on the cap and use a sponge to apply all over my face for a light airy finish.
Not for me
Ang from Tennessee
The coverage was great but after 4 hours was very oily and blotchy. Maybe because of the added moisturizer in it.
I Love this foundation.
CM from Tumwater, WA
Great coverage and great moisturizing.