No7 or Maybelline: Which Is The Better It Cosmetics CC Cream Dupe?

It Cosmetics CC Cream Dupe 2020

Let’s kick off 2020 with a proper makeup review, shall we? I’ve been using this No7 foundation for 2 months straight, it’s a new fave. A properly brilliant base product, as all No7 foundations are. The thing that interested me about this one, the No7 Protect & Perfect Foundation, was its similarity to another favourite of mine, the It Cosmetics CC Cream. And that’s what’s taken me so long to review it. Wanted to pit them against one another, properly test them out, in the most effective way I can. The half face test.

Call me vain, but I was a little reluctant to wear different foundations on each side of my face during party season. They are slightly different shades, and both a little dark for my current complexion, which results in quite a bold look. But January has brought new opportunities for mismatched foundation, so here we are, the half face test is complete and the results are in.

Foundation similar to it Cosmetics cc creamNo7 Protect & Perfect All In One Foundation Reviews

The first difference that you notice is the texture of the products. Both creamy but the It Cosmetics is slightly thicker, you pump a little onto the back of your hand and there it stays, whereas the No7 is a touch thinner and will run. This difference is mirrored when applied to the face. The It Cosmetics side has a little more coverage, skin tone is more even, dark circles and blemishes more concealed. It also feels heavier. It’s one of the only things I don’t like about the It Cosmetics CC Cream. It’s pretty weighty. You can feel it on the skin. The No7 feels much fresher. In fact, you can’t really feel it at all. What you lose in coverage you gain in comfort.

No7 It Cosmetics CC Cream DupeNo7 Protect & Perfect Foundation Review

It Cosmetics CC Cream swatches

Top – No7 Protect & Perfect Foundation, Bottom – It Cosmetics CC Cream

They both have the same plump, dewy finish, flattering on lines and texture, perfect for those with dry skin but suitable for all except the very oily. More flattering than another similar product, the Maybelline Dream Urban Cover Foundation, which needs some skin prep in order to achieve the same look and can emphasise downy face hair. Don’t get me wrong, the Maybelline is an excellent, affordable base. Would recommend. But the No7 is even better. The shades are better, the tones more neutral (the Maybelline shades lean a little orange). The Maybelline lasts well but can look patchy as it fades. The other two last a similar amount of time on the skin and both fade evenly.

So which should you try? If budget is your main concern then the Maybelline is a great buy. If you can stretch to the No7, do it. It’s a superior product. Almost an exact dupe for the It Cosmetics, just slightly more sheer. If you like lots of coverage but aren’t in your teens or twenties or have dry skin, and find full coverage foundations unflattering or ageing, then the It Cosmetics CC Cream is still the best at that.

It Cosmetics CC Cream Dupe Maybelline

Maybelline Urban Dream Cover Foundation, £10.99, full review here.

No7 Protect & Perfect ADVANCED All In One Foundation, £17.

It Cosmetics Your Skin But Better CC+ Cream SPF 50+, £31, full review here.

Til next time,




  1. Angela Sch
    January 8, 2020 / 3:57 pm

    I wanted to try out Urban Cover to compare to my IT Cosmetics CC cream but now I’m thinking I need the No 7 instead!

    Angela at Blush & Pearls

    • January 8, 2020 / 7:20 pm

      Hi Angela, yes I would go for the No7! Unless you have an oily skin type, in which case the Maybelline might suit you more. But if you like the It CC cream you will definitely like the No7 👍

  2. January 8, 2020 / 5:43 pm

    Great review! These all look nice. I have a new IT Cosmetics CC cream and I’m excited to try it again. I haven’t used it for years.

    • January 8, 2020 / 7:22 pm

      Thank you! I picked it up again for this review after quite a break and am loving it again, I’m sure you will too. H x

  3. Kairen Larsen
    January 10, 2020 / 8:09 pm

    Great review. Just brought a No7 foundation and I’m loving it!

  4. Stacey Taylor
    July 28, 2020 / 8:12 pm

    Great review thanks ! Just wondering what shade in the no.7 did you use ? I usually use light in the it cosmetics 🙂

    • July 28, 2020 / 8:27 pm

      Thanks Stacey! I think it was Warm Ivory and was a touch lighter than the It Cosmetics in light, but I’m not 100%. H x

  5. Gail Gilkes
    September 25, 2020 / 1:37 pm

    Is the No7 good for enlarged pores?

    • September 25, 2020 / 1:53 pm

      Hi Gail, it definitely doesn’t exaggerate pores 👍

  6. Anonymous
    October 10, 2020 / 7:39 am

    I current use the It cosmetics CC cream, but if the other ones do a good job I’ll switch, on a budget currently.

  7. Linkin Park Fan 72
    October 16, 2020 / 11:39 am

    Brilliant review!!! I know on costly side but if you can splurge the Nars Radiant Foundation is a awesome foundation! I like better than It Cc and the color choices are incredible with peach undertones! Great coverage not heavy feeling as IT CC. Love this review

    • October 20, 2020 / 6:31 pm

      Thank you! I haven’t tried the NARS one, will add it to the top of the wishlist! H x

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