It’s Potent! Eye Cream
0.5 fl. oz. for $34
Last Updated:12.18.2014
Jar Packaging:Yes
Tested on animals:Yes
Review Overview

This standard eye cream’s label tells you what you want to hear (“fades dark circles,” “helps smooth fine lines”), but its formula is truly disappointing and it can’t deliver. An eye cream usually isn't necessary (check out More Info below to find out why), but if you’re intent on using one, this isn’t the one to consider.

The main problem with this cleverly named product is the amount of film-forming agent. As the second ingredient, it can make skin feel smoother and temporarily tighter, but it also puts your skin at risk of irritation. Irritation around the eyes makes wrinkles, sagging, and dark circles worse, not better! Maybe that’s what Benefit means by “It’s Potent!”?

The rest of the formula fails to impress; there’s more preservative and alcohol than state-of-the-art anti-aging ingredients, including the peptides that are supposed to improve dark circles.

Adding to the formulary woes is the fact that this eye cream is packaged in a jar, which won’t keep any of the potentially helpful ingredients stable. Please see More Info below to learn why jar packaging is a problem.

  • None.
  • Jar packaging.
  • High amount of film-forming agent is potentially irritating.
  • Contains only a dusting of anti-aging ingredients.
  • Like most eye creams on the market, this one can’t live up to its claims.
  • Completely ordinary, out-of-date formulation.

More Info:

All plant extracts, vitamins, antioxidants, and other state-of-the-art ingredients break down in the presence of air, so once a jar is opened and lets the air in, these important ingredients begin to deteriorate. Jars also are unsanitary because you’re dipping your fingers into them with each use, adding bacteria, which further deteriorate the beneficial ingredients.

Most eye creams aren't necessary. That's either because they are poorly formulated, contain nothing special for the eye area, or come in packaging that won't keep key ingredients stable. Just because the product is labeled as an eye cream doesn't mean it's good for your eye area; in fact, many can actually make matters worse.

There is much you can do to improve signs of aging around your eyes. Any product loaded with antioxidants, skin-repairing ingredients, skin-lightening ingredients, anti-inflammatory ingredients, and effective emollients will work wonders and those ingredients don't have to come from a product labeled as an eye cream.

You would be shocked how many eye creams lack even the most basic ingredients to help skin. For example, most eye creams don't contain sunscreen. During the day that is a serious problem because it leaves the skin around your eyes vulnerable to sun damage and this absolutely will make dark circles, puffiness, and wrinkles worse!

Whatever product you put around your eye area, regardless of what it is labeled, must be well formulated and appropriate for the skin type around your eyes! That may mean you need an eye cream, but you may also do just as well applying your regular facial moisturizer around your eyes.


It's potent! eye cream fades dark circles & helps smooth fine lines for brighter, younger-looking eyes. Contains a peptide complex known to help restore elasticity & firmness, a blend of hydrating botanical extracts including apple extract, known to help boost collagen, & loquat extract, known to help protect the skin from free radical damage.


Water, Ethylene/Acrylic Acid Copolymer, Butylene Glycol, Glycerin, Propylene Glycol, Dicaprylate/Dicaprate, Squalane, Caprylic/Capric Triglyceride, Steareth-21, Linseed Extract, Hexyldecanol, Stearalkonium Hectorite, Cetyl Alcohol, Stearyl Alcohol, Steareth-2, Glyceryl Hydroxystearate, Sodium Polyacrylate, Methylparaben, Alcohol, Palmitic Acid, Stearic Acid, Chlorphenesin, Dimethicone, Propylene Carbonate, Tocopheryl Acetate, Althaea Officinalis Root Extract, Sweet Almond Extract, Hesperidin Methyl Chalcone, Glyceryl Acrylate/Acrylic Acid Copolymer, Acrylates/C10-30 Alkyl Acrylate Crosspolymer, Steareth-20, Tromethamine, Butylparaben, Ethylparaben, Wheat Protein, Propylene Glycol, Titanium Dioxide, Tetrasodium EDTA, Propylparaben, Oat Kernel Protein, Isobutylparaben, Cocoa Extract, Sodium Hyaluronate, Chlorhexidine Digluconate, Sanguisorba Officinalis Root Extract, Xanthan Gum, Phenoxyethanol, Pyrus Malus (Apple) Fruit Extract, Caprylic/Capric/Succin Triglyceride, Dipeptide-2, Potassium Sorbate, Eriobotrya Japonica Leaf Extract, Palmitoyl tetrapeptide-7, Plankton Extract

Brand Overview

Benefit At-A-Glance

Strengths: Worthwhile foundation and powder options; excellent assortments of blushes and a good bronzer; nice brow-enhancing options; several beautiful lip colors; excellent illuminating products.

Weaknesses: Skincare products could use more innovation (many contain potentially irritating fragrance and have bland formulas).

Benefit was developed by twins Jean Danielson and Jane Blackford, whose initial claim to fame was a stint as the Calgon twins back in 1960s television commercials. They opened their first cosmetics store, The Face Place, in San Francisco circa 1976, and then, perhaps recognizing the need for a name with more impact, The Face Place became Benefit in 1990. From there the line took off and expanded its presence beyond the Bay Area to include national department stores and, eventually, Sephora boutiques.

Benefit's makeup philosophy is outrageously fun, or its product arsenal centered on impossibly cute names and a lexicon that aims to make beauty enjoyable. Benefit single-handedly started the trend of selling makeup and skincare products with ultra-cute appellations for less than ultra-fancy prices. As with most lines, there are enough missteps and problem products to shop carefully, but Benefit shines in several categories, including foundation, bronzing powder, blush, and shimmer products.

Unfortunately, some of the products simply can't live up to their promises. This is mostly true of their skincare formulas, where the showcased ingredients are either present in itsy-bitsy amounts or the claims attributed to them are very exaggerated. Despite this, if you're in the mood for a fun experience and can manage to choose products wisely while enjoying the whimsy, Benefit deserves a look.

For more information about Benefit, call (800) 781-2336 or visit www.Benefitcosmetics.com.

About the Experts

The new Beautypedia Team proudly and unequivocally maintains the commitment to help you find the best products possible for your skin. We do this by relentlessly pursuing and relying on published scientific research so you will have unbiased information on what works and what doesn't-and the sneaky ways you could be making your skin worse, not better!

The Beautypedia Team reviews all products using the same research, criteria, and objectivity, whether the product being reviewed is from Paula's Choice or another brand.

Member Comments
Summary of Member Comments
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Not very effective

I used this product nightly for 2 months and kept it in the fridge. I wanted to get rid of dark spots and especially eye bags. Well it did absolutely nothing for eye bags, so thanks for recommending, saleslady who sold it to me. There was a slight improvement in dark circles, and a major increase in milia under my eyes. So, the dark circles are still mostly there and now they're covered in white bumps. Big waste of money and even bigger disappointment.

Reviewed by
Thumbs Up

I've been using Its Potent by Benefit for several months now and really like it. at my age, I'm not expecting a miracle. it feels great and has improved the dark circles.

Reviewed by
Waste of money

Ulta worker recommended this product, so I decided to give it a try. I am almost done with the jar and I can say - it did absolutely nothing to my skin. It did not brighten my skin, did not improve the dark circles, did not fight with the wrinkles. It does moisturize though and does not irritate my skin, but I could have used an olive oil or a vaseline if I were only interested in moisturizing.

Reviewed by
Sasha Y

I was given a free brow makeover for my birthday and enjoyed the feel of this product so much I bought some. So far (after a week) I'm very happy with the feel of it though can only see minimal visible difference. However it makes my eye area feel refreshed and gives a real morning lift to my 70 yr old eyes.

Reviewed by
June W
Bad product - do not buy

I just received a tiny jar of this at Sephora for free. I used it two days in a row and it burned the skin around my eyes. My skin got red, wrinkled and painful. Terrible product that should be pulled!

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