body{margin-left:12%}Product ReviewsRated 4.88 out of 5 stars93 ReviewsMost Helpful Positive ReviewSoftest Brush EVER!Ok, so it would seem that I've been missing out for years... I've been using those old-school makeup sponges to apply my foundation since I was a teenager, but after using my new Love is the Foundation it for Ulta makeup brush, I'll NEVER go back to those soggy sponges ever again! The brush is beautifully designed with a flirty heart shaped top with curves that make it simple as ever to get the areas around the nose and eyes. The handle is lightweight with a pearl color finish that picks up surrounding colors and reflects the resulting light for a fun, whimsical, mood lifting effect. The brush hairs themselves are beyond soft... The softest I've ever felt in my life, and they are SUPER-plush, so they feel amazing against my skin. I have not experienced any shedding of even a single hair from the it for Ulta makeup brush and just when I thought it couldn't possibly become any more amazing, I was pleasantly surprised to learn all this softness combined with the modern, unique design was created while maintaining a cruelty free and vegan product! Mind blown!! The brush can be used for all of my foundation needs, including liquid, cream and powder types, any of which have been made to easily apply for an absolutely flawless finish! All things considered, I couldn't possily be happier with the makeup brush. It not just fulfilled, but exceeded every possible expectation I had for it and I personally would recommend it to anyone. A++ Ulta, thank you for allowing me the opportunity to express my honest review and supplying the makeup brush at no cost!Most Helpful Critical ReviewJust okI am mainly a sponge girly but after trying this I see the hype for stripler brushes. It was easy to use but the finish it gave me was not the smoothest. It spread and blended nicely but it lifted the small tiny peach fuzz straight up which made my skin look textured. I had to go in and smooth it all out by pressing my skin with my regular makeup sponge. I'll keep trying it but I might just stick with the sponge. The brush is gorgeous of course but it's super heavy on the brush part and very lightweight/cheap feeling on the end where you hold it.Reviewed by 93 customersExcellent product5Moe from Gloversville NYI use this to apply foundation. Provides a smooth well blended overall appearanceHeavy, but powerful4Roseyy from Riverside, CAIt is a great brush, and works well for coverage foundations. If you are using a liquid foundation, the brush captures the foundation well and applies evenly without leaving a noticeable streak. The quality of the brush's hair is also long and strong. The cons of this brush or why I didn't provide a 5 out of 5 star is that the brush is quite heavy. It was hard to hold and I would drop it easily. I also like to use powder foundation. I felt like the brush did not capture the powder foundation as well as the liquid foundation. I had to reapply the powder multiple times and it can get annoying when the brush is heavy. Overall, I would recommend this brush and the heart shape is cute.This is an amazing foundation brush!5Sky from PennsylvaniaThis brush leaves your make up looking so natural and blended. The brush is so soft and very easy to clean. The cute heart design makes it easy to get into small corners of your face.One of my best foundation brushes5Butterfli from Greenwood, SCIT Cosmetics offers brushes great quality for their brushes. It has dense and soft bristles, providing a smooth application for liquid and cream foundations. The brushes are also known for blending well and providing a natural finish. IT Cosmetics foundation brushes tend to be well-received for their performance.Soft brush5Nv0814 from ChicagoGood quality with a soft finish touch when applying foundation. It give your final look an "airbrush" finish.Flat shaped with densely packed britles5Mimi from New YorkSleek and elegant brush that has densely packed brisles that do not shed and provide smooth and even coverage. I use both liquid and cream foundations and the brush blends both types into the skin well. I appreciate that it does not leave streaks or brush marks. It also does not absorb foundation into the bristles so most of the foundation stays on your face instead of the brush.It Looks Cute and Soft5CherryC from CaliforniaThe IT Cosmetics Love Is the Foundation Brush is a game-changer! This brush is not only aesthetically pleasing with its heart-shaped design but also delivers exceptional performance. It's incredibly soft and densely packed, ensuring a flawless and airbrushed finish for your foundation. The unique shape allows for precise application, making it easy to reach all the nooks and crannies of your face. It blends foundation seamlessly, and the bristles don't shed. Overall, it's a must-have for makeup enthusiasts looking for a high-quality foundation brush that delivers both in terms of functionality and charm.I would buy this product5Jolaz from New YorkThe brush is super soft. I love the heart shape. It is easy to put cream foundation even in corners around eyesApplies my foundation / concealer like a pro5JamieJ from Oklahoma City OklahomaI've used it many different ways and had success with all My main way I use it is I dab some concealer on my hand and then I use the brush to get it off my hand and tap it on my face and then I just work my way out using the brush to blend and it does a great job I also use it with powdered like foundation and it does a good job of blending it as well I would definitely recommend it for somebody it allows you the chance to leave it thicker or blend it and you can't go wrong even if it's your first time using a brush I've even used it on my eyes when I put on too much glitter to wipe it down then I just clean the brush afterwards it's definitely a winnerI loved it! Highly recommend!5JLS from MissouriI received this product for free in exchange for my honest review. For starters I love the aesthetic of the brush itself. The white base color shows any left over product and ensures I'm remembering to keep my brushes clean. I really like the iridescent overlay that's on the brush. It gives it a subtle pizazz. I wish all my brushes looked like this one. I found it to be such an awesome touch that the base of the bristles and the bristles themselves were in a heart shape. At first impression I thought this was purely for looks. After actually using the brush I realized that the heart shape design was actually incredibly helpful for detailed foundation application in most creases, like the base of your nose. This brush applies foundation beautifully. I used this brush with several forms of foundation and was pleased with the application it provided. I reach for this brush over other foundation brushes. The only thing I can think of to improve this brush even more would be to apply a texture to the brush handle to allow for a better grip. Because of the sleekness of the brush handle it can get slipper if you have product that gets onto your finger.Very soft, I would buy again5JB from ChicagoVery soft bristles with good coverage abilities.I'm obsessed with this brush5Maya from NYThis brush is perfectttt! The design of it is adorable and it works amazingly. It blends foundation so smoothly! I love it!My FAVORITE foundation brush5TeresaC01 from Land O LakesI have zero complaints about the Love is the foundation brush. I could feel the difference of the brush immediately. The brush itself is thick and absolutely smooth. It helped me to achieve a smooth and even application on my face. The foundation spread evenly and the coverage was great. This is because the brush is a quality brush. It's not coarse like other brands or thin and sporadic. The brush washed well and kept its shape! This is my new "Go To" foundation brush!Amazing IT cosmetics Brush!!!5San San from NCI loved it on the first time i used the foundation brush. I always use a sponge, I knew the brush was for foundation but I was lazy to change. I had one from the BzzAgent and I tried using it and I really like the brush. This convinced me to switch. The brush is designed extremely beautifully with a lovely heart-shaped brush head, with curves that help make makeup easier. The brush super soft and sturdy help to spread the foundation evenly. This is my new favorite and will be in my routine daily make up. Thank you for allowing me to try this product. I high recommend with this brush !!!Cutest Foundation Brush5Karamariedaniels from Columbus, OHNot only is this a cute makeup brush but a great one for applying foundation or any powder makeup product. The long brush makes it easy to hold. Incredibly soft brush that reaches all creases and applies powder evenly. Highly recommend.Flawless Finish Every Time5Isabella from Tampa, FLI recently added the IT Cosmetics Love Is the Foundation Brush to my make up arsenal, and it has quickly become a game changer in my daily routine. First off, let's talk about the design. The brush feels luxurious in my hand, with a sturdy handle that gives me full control during application. The bristles are incredibly soft, creating a heavenly sensation on my skin. The densely packed, synthetic hairs and shirt, and even and smooth application every time. What truly sets this brush apart is its ability to seamlessly blend foundation for a flawless finish. The unique shape allows me to reach every contour of my face, including the tricky areas around the nose and eyes. It effortlessly buffs and blends liquid foundation, leaving a natural, airbrushed look that lasts all day. It has definitely earned a permanent spot in my make up bag.I will absolutely be buying this brush again!5Blsbabe73 from Lake Station, INI love this brush! Super soft and sturdy. Helped to spread the foundation evenly. Love the look and design. Brush was easy to clean.A Great Brush for a First Time User!4Pixiesilk from MissouriThis is the first time I have used a brush for foundation.I have always used a sponge, a blender or fingertips for my foundation for the last 30 years. This has convinced me to switch! Not only is it less messy, but it blends much more quickly, but more evenly! So soft, easy to handle and leads to great coverage and blending!Love it!5madd from AZSuch a great brush! It's the softest brush I've used and it's so smooth. I noticed a difference between this and my previous brush in how my makeup spread more evenly. The heart shape is a fun little bonus. This brush is my new favorite! *I received this product for free in exchange for this reviewAbsolutely lovely5Lcetina from TexasThe brush is so packed. Well form has a shape that is very easy to grab like a triangle so you can blend easy in the corners of your eye or in your nose. Absolutely love itFoundation brush5RebelsMother from Angleton TexasThis is a great brush to get the foundation coverage you desire. It's big and soft easy to clean. Just put a few dots of foundation on and blend away. Blends evenly and quickly.Best Brush Ever5JRobbins53 from Lakeland FLI received this brush for free in return for an honest review. I must say, this brush is a joy to use. It seems to absorb the foundation into the bristles and deposits it on your skin very evenly. This results in a flawless, smooth complexion. It looks almost like you've had airbrush foundation applied. The brush is very well made and smooth and gentle on the skin. Thank you for allowing me to try this product.Nice and soft4Vanilla Chai from RuskinThis brush is soft. I used to apply my It powder foundation. I found it's too soft for a medium coverage foundation. For some reason it felt like it wasn't going on but I could see it. This can cause one to put on too much. I would use this more for a bronzer or highlighter.I love it!5Elizabeth from MississippiThank you IT Cosmetics for the free brush! It has changed my daily routine for the best! It has been such a surprise to see how well and easy it blends my foundation and helps me cover up the redness on my face. This is one that will stay in my lineup!Way better then expected5Erinmorgan22 from Kansas CityI always use my fingers to put on my it CC cream but thanks to it cosmetics I got this brush to try for free and it's a life changer! It puts it in much more evenly then in expected and it seems like it stays on longer than expected compared to my hands. Definitely recommend!