The unsung heroes of IT Cosmetics
You've heard about the CC Cream, but what about these best-sellers?
Because you can never have too much of a good thing
There are some products that are adored the world over. NARS Blush in Orgasm, L’Oréal Paris Elnett Hairspray and Yves Saint Laurent Beauté Touche Éclat have been cult favourites worldwide for decades. One of the more recent to join the ranks of these iconic products is IT Cosmetics Your Skin But Better CC Cream. In the short five years since it launched, it has become one of THE most loved makeup bases around. It literally sells like hot cakes. Globally, a tube of it sells every minute, it ranks as the number two best-selling foundation in the United States, and here in Australia, Sephora is constantly sold out of it. It’s that good. But this CC cream isn’t IT Cosmetics’ only star product. In fact, there are a number of their products with celebrity super-fans and glowing reviews. Meet the unsung heroes of IT Cosmetics.
IT Cosmetics Heavenly Luxe Complexion Perfection Brush
This dual-ended complexion brush is the perfect design for a flawless application of ALL your cream products – the larger brush can be used for foundation and cream blush and bronzers, while the small end allows for a precise application of concealer and highlighter. In a recent makeup tutorial on her website Rose Inc, supermodel Rosie Huntington-Whiteley and lifestyle blogger Marianna Hewitt both gushed about their mutual love for this multipurpose, cruelty-free brush.
In the video, Rosie says, “Have you got this brush? This is my favourite – everybody dies about this brush.” Marianna couldn’t sing its praises enough, either, saying “This brush is so good - like blending out contours and cream blushes and even after I put my foundation on with my beautyblender, I kind of just buff everything together with this and it just gives everything such a nice…”
IT Cosmetics My Sculpted Face Palette
This face palette – like most IT Cosmetics products – is a real multitasker. The palette can be used to contour and highlight to bring definition to the face, or it can double as eyeshadow for a natural, everyday makeup look. It’s also great for contouring beginners as it comes with a step-by-step face sculpting guide book that makes razor sharp cheekbones a cinch to create. It’s so good that when we spoke to the brand’s Vice President of Global Education, Shannon Pirie, she told us she even uses it on her days off, “I wear it every single day and it’s my eyeshadow. I wear this stuff even on my days off – that’s a testament. I’m not wearing it for my job; I’m wearing it as a consumer because I actually feel my best in it.”
IT Cosmetics Vitality Cheek Flush Powder Blush Stain
This blush boasts a talc-free, antioxidant-infused formula and doubles as a cheek stain, ensuring you stay looking fresh and flushed all day long – perfect for the coming summer months. According to Pirie, this powder blush is great for people who struggle with texture on their cheeks but still want to achieve a beautiful, natural flush without the hassle of cream products. “When I have someone in my chair who has texture issues where you should probably go with a cream because that’d help… I can take [this] powder to a textured skin and it looks stunning,” says Pirie.
IT Cosmetics Superhero Mascara
A good mascara is hard to find. Thankfully this wunderkind formula lengthens, separates, volumises and curls even the most stubborn of lashes, while peptides, proteins and other lash-loving ingredients in the formula keep your lashes strong and healthy with each swipe. It’s not hard to see why Sephora Australia can barely keep the Superhero Mascara on shelves and is regularly out of stock.
Pirie also shared with InStyle Magazine Australia a pretty epic trick on how to apply this mascara to get the best lashes of your life: “You know how you when you get a blow dry they go the opposite direction because that creates lift and volume? Apply that same theory to your lashes.”
She continued: “Put your head back, get [the mascara wand] to the root and think of a wave and how a wave builds and crashes down. It will literally throw your lashes forward. It’s bananas–it will completely lift your lashes!”
IT Cosmetics Brow Power Universal Eyebrow Pencil
This brow pencil has built a strong reputation over the years, and not only is it another favourite of Pirie’s, but Beauty Crew members can’t stop raving about it. One member, Christine A, says of the brow pencil, “The formula somehow just makes your brows look so full and plump, perhaps from the soft, diffused ‘powder’ effect it gives. I like to call it the powder brow without the brush! Very easy to use so would be beginner-friendly, and I really love the packaging.”
If you want to upgrade your skin care routine with top-selling products, too, Priceline sells two of these eye masks every minute.
Do you have any go-to IT Cosmetics products that aren't the CC Cream? Share your faves down below.
Main image credit: @itcosmetics
Briar Clark got her start in the media industry in 2017, as an intern for Marie Claire and InStyle. Since then, her keen interest in fashion and beauty has landed her gigs as a Digital Content Producer and Beauty Editor with titles like Girlfriend, Refinery29, BEAUTYcrew and beautyheaven. She loves the way seemingly innocuous topics like skin care and style have the ability to put a smile on people’s faces or make them think about themselves a little differently. A big believer in self love and experimentation, Briar has made a point of becoming the Australian beauty industry’s unofficial guinea pig for unusual treatments and daring hair trends. When she’s not testing out the latest beauty launches, Briar is big on broadening her horizons, mostly in the form of food but she’s also partial to travelling to new destinations both near and far (and of course, allocating an extra bag to bring their best beauty offerings home with her).
