2017 is fast becoming the year of US beauty brands launching in the UK, and I am totally fine with that! First we had the news that Glossier will be available on these shores soon (not sure in what capacity, but as soon as I know, I'll report back) and now It Cosmetics have launched their products here.
If you follow me on Instagram and are able to sit through my ramblings on Instagram stories, you may have seen I picked up the Your Skin But Better CC+ Cream with SPF 50+ and the Bye Bye Under Eye Illumination Concealer whilst I was over in Sydney at the beginning of the year.
I've only been using them for a couple of months, and even then not every day. But, I have to say I like what I've seen so far.
The It Cosmetics Your Skin but Better CC+ cream gives you full coverage - don't be put off by the thickness of the formula; as it can be thinned out with a damp Beautyblender if you're not wanting full coverage.
What I love about it is that it seems to melt into your skin and instantly make you look good! The finish is glowy without making you look like you've been doing a bout of hot yoga (a.k.a sweaty). I've also found that it lasts really well, and haven't had the need to do a touch-up halfway through the day.
It also has SPF 50+ UVA/UVB broad-spectrum physical sunscreen in the formula - perfect for those sunny days!
My only negative thoughts are the packaging. Bearing in mind this is pretty pricey (around £30) I think it looks fairly cheap looking in it's tube - a tad drugstore over luxury, but that's my opinion and as long as the product does what it says (which it does!) then it's all good.
Here's the science part from the It Cosmetics team
Clinically shown to give you 179% of skin hydration, smooth skin texture and enhance skin brightness, this breakthrough color-correcting cream never creases or cracks and instantly camouflages skin imperfections including dark spots. Plus, it’s infused with an advanced anti-aging serum made of hydrolyzed collagen, peptides, niacin, hyaluronic acid, antioxidants and vitamins A, B, C and E that work in harmony to diffuse the look of wrinkles, minimize pores and give you a more radiant, supple and flawless-looking complexion.
It Cosmetics UK Launch Info
As of yesterday, you can now buy the brands products online here. There will also be a pop up in Selfridges, London from the 8th June for 2 weeks with a permanent counter launching on the 26th.
See you there!
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