Rated 3.9 out of 5 stars
Most Helpful Positive Review People need to read what it's for...
For those complaining about the coverage it clearly states its sheer to medium coverage. This foundation is not made to create a heavy layer on the skin more of a natural look which requires less of a thick foundation which does cake in lines so if ur layering it a ton it will cake in your lines. It clearly says serum. Also for primers. U wouldn't use a silicone primer with this because of how light the formula is. If you need more coverage for spots and such you should be using a concealer for those spots like your suppose to not cake on foundation.
Most Helpful Critical Review Surprisingly AWFUL! Chalky. Dried dull made skin look older
I'm a huge It Cosmetics fan. I have not tried a single product in 6 years that I haven't absolutely loved. I'm in my late 40s so I was excited to try this new Foundation thinking it would add a youthful dewy glow, however it added years to my face. Accentuates dry patches plus very low coverage. Don't waste your money.
Reviewed by 261 customers Perfect for me
Felicia from Fort Worth, TX
I use this with the brush that was recommended to go with it and I absolutely love it. I put it over my favorite primer, the hydro grip primer by Milk, and then apply two pumps to the back of my hand and brush it on in circular upward strokes and voilà! I lightly brush on a little setting powder in my T zone and continue with the rest of my routine and my skin looks flawless!
Bye, bye lines? That's funny.
Laura from Alabama
Just trying to use it because I paid for it. I have bought better products at a drug store for way less money.
I would buy this foundation again
Sandy from Arkansas
Good feeling foundation doesn't cake up in wrinkles, last all day.
This product was greasy !
Masterpianist from Ashtabula, Ohio
I wanted to love this product but I found it VERY GREASY, and it broke my face out....nothing really breaks me out...but I will return it.....
Just right for my skin!
NanaX2 from NC
I found the powder foundation to be a bit dry for my mature skin but loved the ease of application. I switched to this foundation to find it is not too dry or too shiney. It is easy to apply with my IT brush so I am ready and looking my best in no time! Love IT!
Best Light coverage EVER!
Flaky Mama from Raleigh, NC
If you are looking for sheer/light coverage that actually HYDRATES your skin, THIS IS IT! I absolutely adore this product. I am 42 yrs old, with dry, flaky skin and blemishes. I use this with hydrating concealer.
Ashley from New Orleans, LA
Goes on smoothly, matches my color perfectly, leaves my skin looking smooth!
Cheryl the mature from Illinois
Not a full coverage but also did not settle into fine lines giving me a more aged look. I used IT under eye concealer with this product
LawRN from TX
I bought this foundation on a whim. Totally surprised at the coverage and the natural appearance. Looking at this foundation in car makeup mirror truly surprised me. I have large pores and this foundation significantly blurred. Highly recommend.
Sand from WA
I really like the product...I was unable to get light/medium color it was out of stock, so I went with the Medium tan...it is just a bit to dark for me. I need the MNS20W ...hopefully it will be in stock soon.
Sarah from Carbondale, IL
I've been using It foundation for years, goes on smooth w full coverage, lasts all day
Amputated beauty from Alabama
Great coverage great product
Didn't work for me
Storm from TN
It turned me very yellow and felt gross on my skin
TURTLEGIRL from ALABAMA
this product is not enough coverage for anyone with redness or skin conditions.
I LOVE THIS PRODUCT ONLY ONE I BUY WORKS GREAT
DEBBIEDOO from ATHENS GA
LOVE IT PRODUCTS
S from USA
My mom was hoping it was fuller coverage but she said it didn't cover all her freckles.
Flawless looking skin
B J from St. Louis
I'm getting so many compliments on my skin- love it! It's a light coverage that gives me a nice and natural glow.
I love this foundation!
Beth from Dublin, Oh
This foundation is light weigh, hydrating and provides great coverage.
Kate from Woodbridge, Virginia
This product does not settle in lines. It feels nice on the skin. It is buildable coverage but I would not consider it full coverage. Great for older ladies.
More like a Tinted moisturizer
Shay from Midwest
More like a tinted moisturizer then to be used as a everyday coverage foundation.
Best foundation ever!!!
Nicole from Missoula, MT
Coverage is excellent without being heavy. Feels and looks natural. You can't feel it and people can't tell your wearing it.
Donna59 from NH
I use a good moisturizer and let it dry. Then I use a primer. Last I put on the foundation. I lightly tap it around and under my eyes and then blend it all over my face.
Mischelle from Hawaii
I will buy this foundation again. Color blended nice and smooth and does not leave a heavy cakey feeling. Has very good coverage.
The pump was broken when I received it.
I would purchase again
Steph from Massena, ny
I'm 34, I've used this foundation for a few years now. Agree there isn't much of a shade selection but I've grown to appreciate that. I have this in many shades from fair to medium tan. I like that I can mix the shades and formulate a color custom to me. As I tan and lighten w the seasons. It goes on smooth with buildable coverage, and doesn't settle in fine lines. I was pretty disappointed that this wasn't available in store and that the sales associates had no idea what this product was and told me to check for it on A home shopping network So for a new comer shade match would be impossible.
I will always use this!
Writer22 from Atlanta, GA
Goes on easily and stays all day. Covers much of the age that has sneaked up on me.