Review: IT Cosmetics comes to London!

IT Cosmetics has fast become one of my favourite beauty brands. Not only are the products amazing in terms of coverage, but they are now available in Selfridges, London.

IT Cosmetics is a US brand which has been it make its debut here in the UK. I’d heard the name flying around in the past, so I was keen to get my hands on the products. Some products are available to purchase online here in the UK, but when it comes to matching my foundation and concealer to my skin tone, I prefer to do it in person.

IT Cosmetics CC Cream

So off I went to Selfridges and picked up the IT Cosmetics CC cream, (£30) the famous Bye Bye Under Eye concealer and the Bye Bye Pores Translucent Setting Powder. Having combination skin and loving full coverage foundation, I was in two minds about trying out  a CC cream. But from all the reviews I had seen and read, this CC cream looked to have a lot more coverage than your average CC cream. With claims of colour correcting, anti-ageing, hydration and a whopping 50+ UVA & B sunscreen, I wanted to see if it lived up to all those promises and the hype. I decided to try applying half with a damp beauty blender and the other side with a buffing brush to see the difference in the coverage and finish. I do feel you get a more dewy natural finish using the beauty blender and the coverage is definitely heavier than a traditional CC cream.


I actually really like this foundation / CC cream. The consistency is light and when applied it does feel quite hydrating. However, it does set to a matte finish, which I love! I will definitely be taking this one away with me on holiday as I prefer a lighter coverage in the heat. I do think no matter what your skin type, you will get on with this CC Cream.

IT Cosmetics Bye Bye Under Eye concealer

Moving on to the Bye Bye Under Eye concealer, (£22.50) which I did find tricky to apply, i’m not going to lie. The foundation comes in a squeezy tube which isn’t the best for application. But I decided to look past that and apply he concealer in small dots under my eyes. It definitely reminded me a lot of the Tarte Creaseless Concealer, but not as thick in consistency. However, again this is a great concealer which I did test out for the whole day and it didn’t crease as promised. I got this concealer in the medium shade which gives me a slightly highlighted look under my eyes, which I always love.

IT Cosmetics Bye Bye Pores Setting Powder

Over the top I applied the Bye Bye Pores (£21) Translucent Setting powder which contains real silk to give your skin an airbrushed look. Furthermore, it has Optical Blurring Technology to smooth away large pores and wrinkles which is great as an anti-ageing makeup solution. I have to say the powder is the softest setting powder I’ve ever tried. I am a faithful and satisfied user of the Laura Mercier Translucent Setting powder, so I didn’t know what to expect from this powder. But for a lighter setting powder, this was again great. I found no creasing under my eyes over the course of the day and I really did have a smooth, airbrushed finish to my skin.

The Verdict

Overall I would say I am very impressed with IT Cosmetics and its nice to see Selfridges slowly stocking more beauty brands. IT Cosmetics do have a range of makeup products from bronzers to eyeshadow palettes, to blushers, brushes and lip glosses. However, I was happy grabbing the base products to test out as they seemed to be the ones causing a lot of hype in the beauty world. I did and would definitely recommend them to anyone looking for a lighter product with decent coverage.

Have you tried any of these products and what are your thoughts? I’d love to know!

I do have a tutorial coming where I use these products. Once it is live I will link it below x





6 thoughts on “Review: IT Cosmetics comes to London!

  1. I tried the CC cream but they didn’t actually have a shade that fit my skin tone so I had to mix it with something else. It was a great finish but it got annoying to mix the products! Maybe if they ever come out with more shades though!


  2. I couldn’t get on with the CC cream. I really wanted to love it but it just didn’t give the enough coverage and by the end of the day, even with a setting spray, it was breaking up on my skin and was all patchy. The powder sounds amazing so would be keen to try that though 🙂 xx


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