IT Cosmetics is our Cult Brand of the Month!

Borne out of one woman’s struggle to find a non-chalky, full-coverage base that would neutralise her redness while cherishing sensitive skin, {IT Cosmetics} has become a globally-acclaimed brand adored for it’s multi-tasking and results-driven formulas. Now with a range spanning {skin care}, complexion and {make up} essentials – including a range of high-performing {make up brushes} – if you haven’t already declared ‘IT’ allegiance, it’s time to find out what the fuss is about.

With lust-worthy launches and exclusive offers – as well as FREE SHIPPING* – to tempt you, there’s no better time to invest in the buys you’ve been eyeing. So whether you’re already smitten with {Your Skin But Better CC+ Cream with SPF 50+} or you’re yet to discover the range, you’re bound to find something – from the brand’s five star-rated mascara to their kitsch, heart-shaped foundation brush – to trigger devotion.

Not sure where to start? Try the {IT’s Your Superstar Set!}, which unites the brand’s bestselling CC+ Cream, foundation brush, setting spray and brush cleaner or try the {IT’s Celebrate Your Skincare Routine}: a four-step regime which is bound to deliver glowing skin with a side of confidence.

Or, if you can’t choose between skin care and make up, opt for the best of both worlds via the new {Best of IT Set}. The ultimate kit for all IT Cosmetics lovers – or anyone, really – it combines seven beauty heroes within one handy, limited-edition IT Cosmetics make up bag. With a {Confidence in a Cleanser}, {Confidence in a Cream}, {Confidence in your Beauty Sleep Night Cream} and {Your Skin But Better Setting Spray} all making an appearance, your skin will be squeaky-clean, supple, renewed and ready to face each day. And don’t worry, your {brows}, {lashes} and brushes won’t miss out on the action – the {Brow Power Universal Eyebrow Pencil}, {Superhero Mascara} and {IT’s Your Brush Love} all have starring roles too.

Speaking of the Confidence in your Beauty Sleep Night Cream, you asked for a bigger size, and we delivered. Enter: the {Supersize Confidence In Your Beauty Sleep} with the same delicious, radiance-boosting and reparative formula that you know and love, but with even more bang for your buck.

A new addition to the IT Cosmetics family, the {Your Skin But Better Oil Free Makeup Primer} reduces shine (no more glare from your forehead distracting you during video calls…) while hydrating and creating a perfected, velveteen base for make up – no filter necessary. Try this featherweight base if you want to extend the wear of your make up while keeping your face comfortably plump (there’s no tightness or dryness), shine-free and smooth – with ‘All Day Grip’ technology grabbing onto make up and ensuring you look Zoom-ready aaall day long.


*Standard free shipping on IT Cosmetics, applies automatically at checkout. Limited time only.

Emmie Thornhill

Emmie Thornhill

Deputy Content Editor

Emmie is Cult Beauty’s Deputy Content Editor. Her love of skin care began in primary school when she first learned the term “hormonal acne” and has been in a love-hate relationship with tea tree oil ever since. She lives in East London – where you can normally find her baking, tending to her plant jungle or planning her next tattoo or hair cut/colour appointment – and is known to start DMCs with you about your birth chart placements, the importance of wearing SPF every day and the difference between a vagina and vulva.