In super exciting beauty news, iconic department store Selfridges now stocks US brand IT Cosmetics. Which makes it a whole lot easier for UK beauty buffs to buy.
Having used a grand total of two IT Cosmetics products, I’m already a huge fan. Because both are superb. The brand focuses on high-performance ingredients and innovative formulas, creating products that could be considered skincare-makeup hybrids.
If that sounds up your street, the IT Cosmetics Color Correcting Full Coverage Cream, £30, is a great place to start. A truly marvellous base, it has quite a unique texture. Creamy and incredibly hydrating, while providing decent medium coverage. Like a pimped up tinted moisturiser.
It blends into the skin seamlessly, no clinging to dry patches or caking up around the nose. It doesn’t look like foundation, it looks like skin – moisturised, dewy, even-toned skin. Nearly undetectable, it’s the most natural looking base I’ve ever used.
Thankfully, considering it’s moisturising, dewy properties, it doesn’t have a wet or sticky finish. Nor does it crease or exaggerate fine lines. And the formula contains anti-aging ingredients, plus SPF 50.
It isn’t, as the name would suggest, full coverage. It’s a solid medium, that can be built up easily. Perhaps IT Cosmetics meant full coverage for a CC Cream, rather than full coverage full stop.
The beauty industry BB, CC, DD, EE cream thing feels a bit gimmicky anyway. Like something candidates on The Apprentice would invent for the marketing task, complete with cringey advert. Not convinced.
I am convinced by the IT Cosmetics CC Cream. A truly splendid foundation in all but name.
Til next time,