Rated 4.29 out of 5 stars
Most Helpful Positive Review Give it a chance!
When I first used this, I wasn't impressed at all, to be honest. It dried down to a matte/semi-matte finish and it left my combination skin feeling dry & tight; it didn't feel lightweight at all. Despite this, I pushed forward & kept using it.
Come to find out, my skin was getting better with extended use! The problems I was having with it had NOTHING to do with the product, but with my actual skin. My skin was dehydrated (not unmoisturized) & overproduced oil in my tzone. Extended use of this product helped regulate that (along with a proper skincare routine). I looked deeper and found the ingredient list rich with hydrating ingredients like snail mucin & a blend of wonderful oils with brightening and soothing properties, compounds that help retain moisture & keep my skin hydrated like niacinamide, and even things to help with my hyperpigmentation issues like hyaluronic acid! I was shocked at how beautiful the formulation of this product is.
We're supposed to be using sunscreen EVERYDAY, no matter how short you're exposed to the sun - even if it's just going to the grocery store! We're also supposed to reapply sunscreen every two hours (depending on our sun exposure), but doing so over makeup can be challenging. This product is perfect for just that! It uses the beautiful ingredients Zinc Oxide and Titanium Dioxide to be a great no-white-cast physical sunscreen!
The product advertises itself as a "full coverage cream" which I found is slightly misleading. If you think you'll get full coverage with, say, just one or two pumps, you're in for a surprise. That being said, this product layers beautifully! You can definitely build up to that full coverage you might be looking for, but will still look very natural.
TLDR: Give this product a chance - not just for a couple applications, but use it regularly so you can really see the wonderful affect it can have on your skin. Definitely buildable coverage, layers beautifully, and is a wonderful sunscreen! Two thumbs up!
Most Helpful Critical Review I really wanted to like this...
After watching rave reviews of this CC cream from some of my favorite YouTubers, I had some extremely high expectations for this product that were sadly not met. I have 40 year old, normal/slight combination skin with occasional dry patches. This cream would cling to my dry patches, oxidize leaving me with an orange hue after a few hours, and separate on top of my slightly oily T-zone. I tried applying this product with and without primer, with a foundation brush, with a beauty blender, with just with my fingers and then I gave up. I passed it on to my 65 year old mother who turned right around and gave it back to me saying that it overly emphasized her wrinkles by settling in them over time, and that it made the rest of her face look like an oil slick. -- My biggest regret is that I used up so much of this cream trying to make it work that I cannot in good conscience return it for a refund.
Reviewed by 15005 customers I will never buy any It product again
RAA from Texas
I used this product for about one week. The foundation would not come out of the tube and I thought the pump nozzle was clogged. I cleaned it but couldn't find evidence of a clog. When I squeezed again, I discovered the problem was that the seal at the bottom of the tube had developed a leak. The foundation spurted all over my clothes. I doubt the stains will ever come out.
I would buy this product again definitely
Darlene B from Fontana ca
I love it 🥰 natural look and the best thing makes my face look hidrated and with a natural shine
Wanted to love it. Nice full coverage; however too orange :(
Tee from Michigan
The coverage is great, but it's orange. The color is not for me. I will be returning.
Ali from Honolulu
I really really like this CC cream as a day foundation. Covers well and is good for your skin!
My new favorite!
Janis from SoCal
I have a hard time finding a foundation that is light enough, but this is perfect! It's hydrating too which is great! My face has recently become red and the color correcting in this product worked perfectly to cover it.
BEST FOUNDATION EVER
Mariah from Bakersfield
I have fair skin with warm/neutral tones and the lightest shade works perfect. I've never loved a foundation before. This one makes my skin look better and it lasts so much longer than any foundation I've ever tried. It's a plus that it's a CC cream because it feels so light and breathable!! I'm so happy I tried this, I can finally wear foundation everyday without it feeling really heavy and looking cakey.
Review junkie from Camarillo
Its a nice formula looks nice on skin but must use moisturizer before applying could be a bit drying on the face. For me it was hard to match my skin tone.
Kat from Atlanta
I purchased the mini version of this product. The consistency is very thick. Just sits on top of skin and looks laughably bad. I got the lightest shade, but when I put it on my face it was a dark orange/brown color. I immediately removed it, which took quite a long while to do.
Lisa from TN - Tennessee
Great color, but very very drying and flaky which I have never ever been until I tried this.
No no no
Lisha from Colorado Springs, CO
This product is awful. Maybe my expectations just weren't met but I was expecting a way lighter feel and it just looked cakey. I tried blending and blending and BLENDING but it was gross. Does not feel soft or creamy, it made me look and feel dry. I had very high hopes for this product because of the reviews but it fell way short.
Sausy from Winchester, VA
I love how light this feels on my skin and how easy it is to apply. I use a brush. A little goes a long way. It looks great and the staff at Ulta color matched me perfectly.
Definitely my go to foundation!!
Jamie from Utah
Just bought a second tube. This is my go to foundations. It has the perfect coverage and the fair light color matches perfect!!
Leslie from Alabama
Love how smooth and natural this foundation looks.
Napkiin from Irvine CA
Awesome foundation, nice that it has SPF. Would've given it 5 star if they have a better color selection. I wear the lightest shade Fair which matches me fine but I wonder what about people with dark skin or people with lighter skin tone than me
Light comfortable not greasy or flakey.
Jenna from IL - Illinois
Stays fresh all day. Not greasy feeling.
I would buy this product again
K from NY
I apply it with a beauty blender and it's great for dry skin, it's hydrating while still giving you the coverage that you need!
Love everything By 'It'
Spiffy from Madison MS
Product covers well
I love this product but can't find my correct color
k rock from florida
I like the feel and smell as well as the coverage I am looking for. I just can't fine tune the correct shade for me.
Limited shades, great coverage
Lauren from Tampa
I had to order light since there wasn't a neutral option and it just ended up being too yellow for me. However the consistency and coverage was amazing. It felt like a thick highly pigmented moisturizer. It wore well and felt comfortable. It also didn't irritate my sensitive skin. They need to add more shades!
Not What I'd Hoped
JnST from Maryland
I am a skincare and SPF addict, so this CC Cream seemed like a perfect fit for me. The coverage and finish, however, were a total misfit. I tried a tiny amount multiple blending techniques, but nothing made the finish look anywhere near natural on my skin. I tried mixing a small amount with moisturizer and had similar luck (only I got makeup pills instead of cake face). It also has a noticeable scent, which can be a dealbreaker so close to the nose.
I will be returning this.
I will buy this product again
Brandi K from Pueblo, CO
I use this every day! I have rosacea and this covers my redness and makes my skin look and feel great. Doesn't make me break out or irritate my skin. I've tried "dupes" and haven't found anything to come close.
So far loving it!
Kailey from Splendora, TX
I just bought this for my birthday & so far I'm loving it better than my other foundation I have! It's very lightweight on the skin it doesn't even feel like you have anything on. Lasts all day & no creases! Definitely recommend!
Yeya from Maryland
It feels and looks natural , I'm in love with it. I truly recommend it.
I wanted to love it
Rebecca from Texas
I have trouble finding a foundation that doesn't emphasize my pores and textures (even with primers). I thought I had found it. This covered my rosacea and felt practically weightless on my skin without spotlighting my pores. However, when I removed it with micellar cleansing water, they reacted negatively together and left a burn-like mark on some of my face.
Better than anticipated
Roxyyy from VA
Felt concerned after reading the reviews but I love it. Feels silky smooth and good coverage.