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No. 50 Serum Collagen Veil Anti-Aging Primer

It Cosmetics

No. 50 Serum Collagen Veil Anti-Aging Primer

(727) REVIEWS (112) Q&A ASK A QUESTION

1.0 oz Item 2264079

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FREE mini Confidence in a Cleanser with any $35 IT Cosmetics purchase (offer valid 6/3/18-6/23/18 or while quantities last)

FREE Mini Confidence In A Cleanser w/any $35 IT Cosmetics purchase

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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.

Pairs perfectly with IT Brushes for ULTA Airbrush Serum Foundation Brush #131.

Find ULTA Beauty stores that carry this IT Cosmetics product.
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).

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Reviews

Product Reviews

REVIEW SNAPSHOT®

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

(based on 727 reviews)

92%

of respondents would recommend this to a friend.

Pros

  • Easy to apply (612)
  • Lightweight (548)
  • Smooth (545)
  • Blends well (313)
  • Long lasting (305)

Cons

  • Doesn't work (32)
  • Doesn't stay on (10)
  • Heavy (10)
  • Irritates skin (9)
  • Causes breakouts (8)

Best Uses

  • Everyday (484)
  • All skin types (350)
  • Sensitive skin (226)
  • Going out (130)
  • Travel (112)
    • Reviewer Profile:
    • Natural style (325), Classic style (287), Trendy style (49)

Reviewed by 727 customers

Displaying reviews 1-10

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5.0

I will continue to use this daily.

By Lisaplulu

from Northville, MI

About Me Classic Style

Verified Buyer

Pros

  • Easy To Apply
  • Lightweight
  • Long Lasting
  • Smooth

Cons

    Best Uses

    • Everyday

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

    I use this on a daily basis before my morning makeup.

     
    5.0

    Happy to be Introduced!

    By Tamara

    from Broken Arrow, OK

    About Me Natural Style

    Verified Buyer

    Pros

    • Blends Well
    • Easy To Apply
    • Easy To Take-off
    • Lightweight
    • Long Lasting
    • Lotion-like
    • Natural Looking
    • Smooth

    Cons

      Best Uses

      • All Skin Types
      • Everyday
      • Travel

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

      I have never used a primer. This goes on nicely, feels like it moisturizes skin without being oily. holds everything together. Definitely happy I was introduced to this product.

       
      4.0

      I would buy this again!

      By Kat

      from Chandler

      About Me Natural Style

      Verified Buyer

      Pros

      • Lightweight
      • Natural Looking
      • Smooth

      Cons

        Best Uses

        • Everyday

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

        Love this product!

         
        5.0

        Worth the $$

        By hot grandma

        from Ballwin, MO

        About Me Natural Style

        Verified Buyer

        Pros

        • Easy To Apply
        • Noncomedogenic
        • Smooth

        Cons

          Best Uses

          • All Skin Types

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

          This serum seems to add some elasticity to my older skin. It Definitely smooths out imperfections.

           
          3.0

          Works ok, had a bad odor

          By Natnat75

          from Ypsilanti, MI

          About Me Classic Style

          Pros

          • Easy To Apply
          • Lightweight

          Cons

          • Bad fragrance

          Best Uses

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

            This product works fine as a primer. It's moisturizing and made my makeup go on smoothly. I used this product every day, however halfway through the bottle, it had a rancid smell. Like old makeup gone bad. It didn't seem to affect the product but I wouldn't purchase again.

             
            5.0

            Silky moisturizing primer for mature skin

            By Coop321

            from Syracuse, NY

            About Me Trendy Style

            Verified Buyer

            Pros

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

            Cons

              Best Uses

              • Mature Skin

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

              I was using Feel The Moment™ Skin-Rejuvenating Hydrating Primer Serum. I received a sample of No. 50 Serum Collagen Veil Anti-Aging Primer in one of my Ulta orders. I absolutely love it more so than the Skin-Rejuvenating Hydrating Primer. No. 50 feels like silk on your skin and leaves it feeling moisturized. I use it for my evening and morning routine. I find it helps diminish the looks of fine lines and wrinkles under my eyes and compliments my moisturizer very nicely. It has a pleasant almost fruity orange smell to it.

               
              5.0

              Absolutely love

              By Susan

              from Midlothian, VA

              About Me Classic Style

              Verified Buyer

              Pros

              • Lightweight

              Cons

                Best Uses

                • Everyday

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

                Love this product!! A must have for me.

                 
                5.0

                I will definitely buy again!

                By G

                from South Carolina

                About Me Natural Style

                Verified Buyer

                Pros

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

                Cons

                  Best Uses

                  • Everyday

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

                  Great primer! Really gives a smooth look.

                   
                  3.0

                  It works. Leaves skin moisturized.

                  By Dee Dee

                  from Allentown

                  About Me Classic Style

                  Verified Buyer

                  Pros

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

                  Cons

                  • Heavy

                  Best Uses

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

                    A little heavier than my previous primer but it does moisturize my skin

                    (2 of 2 customers found this review helpful)

                     
                    4.0

                    I really like what this serum does for my skin

                    By Evans

                    from Odessa Texas

                    About Me Natural Style

                    Verified Buyer

                    Pros

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

                    Cons

                      Best Uses

                      • All Skin Types

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

                      I learned that if I put this on my eyelids it would make my eyeliner smear so I stopped doing that and have no problems. This is a great overall serum that I put on after my moisturizer to hold everything into my skin.

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                      Q&A

                      Product Q&A

                      Ask a question

                      Do you have questions about this product?

                      Get answers from in-house experts.

                      112 Questions | 113 Answers
                      Displaying questions 1-10Previous | Next »
                      • Q:

                        I have oily/combination skin and wanted to know would this product work with my skin. Right now I am using a tinted moisturizer for my rosacea.
                        Asked on 4/9/2018 by Sunshine from South Carolina

                        1 answer

                        • Brand Expert

                          A:

                          Hi there, thanks for reaching out! No. 50 Primer works for all skin types, so you can absolutely give IT a try! You can use this to prep for makeup to smooth the appearance of skin texture, blur the appearance of pores, and balance the skin's moisture. We hope you give IT a try! XOXO

                          Answered on 4/12/2018 by Official Answer from It Cosmetics from Brand Answer
                      • Q:

                        Should No. 50 be used as a substitution for a facial serum? I'm reading the questions and getting the impression it might be more as an aid to help with makeup application.
                        Asked on 4/5/2018 by TJ from Joliet, IL

                        1 answer

                        • Brand Expert

                          A:

                          Hi there, thanks for reaching out to us! No. 50+ is formulated with 50 skin-loving and hydrating ingredients, however this product is intended to be used as a makeup primer. You can use this as your first step before applying makeup to give your skin the boost of moisturizer and natural radiance IT needs, while smoothing and blurring the appearance of pores! XOXO

                          Answered on 4/9/2018 by Official Answer from It Cosmetics from Brand Answer
                      • Q:

                        Will this product cause you to breakout more than just using the bye bye foundation??
                        Asked on 4/5/2018 by bbbb from Chicago, US

                        1 answer

                        • Brand Expert

                          A:

                          Hi there, thanks for your question! No. 50 Primer is made for sensitive skin, with good for you, skin-loving ingredients. Products can wear differently on everyone. Be sure to consult with your physician before use of IT with any further concerns! XOXO

                          Answered on 4/6/2018 by Official Answer from It Cosmetics from Brand Answer
                      • Q:

                        Can people that don't have wrinkle like teens use this??
                        Asked on 4/5/2018 by bbbb from Chicago, US

                        1 answer

                        • Brand Expert

                          A:

                          Hi there, thanks for reaching out! No. 50 Primer is made for all ages and is made for sensitive skin! We advise consulting with your physician before use of IT with any further concerns. XOXO

                          Answered on 4/6/2018 by Official Answer from It Cosmetics from Brand Answer
                      • Q:

                        I currently use IT Cosmetics CC Cream. I don't use a primer. I use the cream and then bronzer. I'm finding that my skin is oily, only in my T-Zone, by the end of the day. Would this product help eliminate or control the oil and shine?
                        Asked on 2/24/2018 by Mae from Pennsylvania, US

                        1 answer

                      • Q:

                        Does this product contain SPF sun protection?
                        Asked on 2/23/2018 by Angel from Morehead City, NC

                        1 answer

                        • Brand Expert

                          A:

                          Hi there, thanks for your question! No. 50 Primer does not contain SPF. We do suggest applying your sunscreen before IT to assure your skin is protected. XOXO

                          Answered on 2/28/2018 by Brand Expert from IT Cosmetics
                      • Q:

                        I am looking for a product to help minimize large pores. Would this product work well or would the oil-free poreless skin-perfecting serum primer work best? I'd like to purchase and don't see the poreless available in-store, will order if necessary.
                        Asked on 2/8/2018 by Mom of Six from Greenville, NC

                        1 answer

                        • Brand Expert

                          A:

                          Hi there, thanks for your question! No. 50 Primer is formulated to prep for skin for makeup while diffusing the appearance of visible pores, without settling into lines and wrinkles. We hope you give IT a try! XOXO

                          Answered on 2/20/2018 by Brand Expert from IT Cosmetics
                      • Q:

                        does the it 50 serum function as your only primer before putting on your makeup? I am confused and trying to identify if this is a primer that functions as the layer you apply before your powder foundation with no other primer needed?
                        Asked on 1/27/2018 by lakek9 from US

                        1 answer

                        • Brand Expert

                          A:

                          Hi there, thank you for your question! You can use No. 50 Primer as your only primer before applying your makeup. This primer is formulated to hydrate the skin and blur the appearance of pores and skin imperfections. Primer is not necessary, however IT is all based on your skin's needs and personal preference! XOXO

                          Answered on 1/29/2018 by Brand Expert from IT Cosmetics
                      • Q:

                        I have fine lines and wrinkles around my eyes. Should this product be worn around eyes, or will it make them stand out more?
                        Asked on 1/22/2018 by Aging gracefully from Alabama

                        1 answer

                        • Brand Expert

                          A:

                          Hi there, thanks for your question! No. 50 Primer is meant to be worn all-over the face, not directly around the eye area. We do recommend using Confidence in an Eye Cream on the eye area to help reduce the appearance of fine lines and wrinkles and hydrate the sensitive skin in this area as well. XOXO

                          Answered on 1/29/2018 by Brand Expert from IT Cosmetics
                      • Q:

                        I'm confused. I've used IT CC and now Confidence in a Compact. If they have all these beauty needs in the one product, do I need the Anti Aging Primer?
                        Asked on 1/21/2018 by Defiant Nana from South Texas

                        1 answer

                        • Brand Expert

                          A:

                          Hi there, thanks for your question! While many of our products do offer multiple skin benefits in one, choosing the right products for you is very personal and is based on your skin and preference. CC+ Cream does contain a pore-minimizing primer, however if you find your skin needs a boost of priming power, use an additional primer before applying CC+ Cream. We hope this helps! XOXO

                          Answered on 1/23/2018 by Brand Expert from IT Cosmetics
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