Beauty News

The definitive guide to IT Cosmetics’ skin-loving formulas

Inspired by one woman’s experience in the TV industry, {IT Cosmetics} was born out of founder Jamie Kern Lima’s search for formulas that performed in front of heavy lighting and cameras and cared for her sensitive, redness-prone skin – no small feat! That’s why she partnered with plastic surgeons and dermatologists to create this range of concern-correcting {skin care} and base-perfecting {make up}. With each line taking its lead from real concerns that everyone faces at one time or another, let us introduce you to the brand behind real results… 

it cosmetics products against a purple background


We’d be amiss to start with anything other than the Confidence collection; spanning across moisturisers, eye creams and cleansers, this age-defying range floods your skin with conditioning ingredients to encourage a plump and smooth complexion. With no shortage of glowing reviews, here’s what one member of the Cult Community had to say about the {Confidence in a Cream}: “I’ve been using this cream every day for almost one month and it has transformed my skin. I had a patch of rosacea on my cheek which has now disappeared completely. My skin looks radiant and dewy for the first time in ages. Love it!”. 


You can’t talk about IT Cosmetics without raving about the industry-famed Your Skin But Better CC+ line; now available in four complexion-correcting iterations, you can choose between the {classic SPF50+} formula, the {matte} and {illuminating} versions or the new {CC+ Nude Glow Medium Coverage Skin Tint + Brightening Glow Serum}. No matter which you choose, each formula is infused with tone-correcting pigments that conceal imperfections, minimise the appearance of pores and leave your face looking seamless. 


Feel like you can’t venture into the realm of retinol because your skin is sensitive? The {Hello Results Wrinkle-Reducing Daily Retinol Serum-in-Cream} is here to prove you can! Marrying the potency of a serum with the comfort of a cream, this innovative formula reveals an enviably smooth, youthful finish. Don’t believe us? Here’s what one of our ultra-discerning team had to say: “I’m usually cautious of retinol, but this formula is really comfortable to use. The hybrid texture is super silky and smooth, and you definitely don’t need a serum as well. It feels amazing and my skin looks bright and even.” – Louisa, Cult Beauty Buying 


Struggle to get to midday without problem pores poking out from under your make up? Not to mention shine levels spiking. That’s where the Bye Bye Pores line comes in… One of these staples is the {Bye Bye Pores Pressed Powder}; promising an airbrushed finish, this powder is designed to blur the appearance of pores and imperfections (thanks to ‘optical blurring technology’) with a translucent universal shade to grant a silky, skin-perfecting finish to any skin tone. An age-defying blend of peptides, silk, hydrolysed collagen and antioxidants pampers skin for a more youthful finish.  Going above and beyond the call of beauty, IT Cosmetics makes a point of infusing their make up with nourishing ingredients fit for your skin care regime. 


From moisturiser to perfecting powder by way of colour-correcting cream, the Bye Bye Redness range is designed to help remedy all manner of redness – from rosacea and blemishes to scars and irritation. At the heart of the collection is the {Bye Bye Redness Calming Moisturiser}. Neutralising any hint of redness with a calming blend of colloidal oatmeal, aloe and cucumber, this lightweight gel grants a cooling veil of relief to dry and sensitive skin.


Supercharge your slumber rituals with their {Confidence in your Beauty Sleep Night Cream}. This beautifully replenishing cream is brimming with ceramides, hyaluronic acid and adenosine (note: a yeast-derived ingredient that encourages smoother skin) to boost moisture retention and elasticity, ultimately promoting a more supple finish come morning. It even aids your skin’s natural overnight renewal processes by gently exfoliating with the likes of salicylic acid and lactic acid. The results? Youthful, pillowy soft skin. 



Bethan Robinson

Bethan Robinson

Senior Copywriter

Bethan is a Senior Copywriter at Cult Beauty. When she’s not trying to perfect the ultimate ‘no make up’ make up look — she swears by Saie — or find new skin care to fall for, she’s likely playing video games, making the most of her housemate’s MUBI account or strolling around Victoria Park with a pastry in hand.