Strengths: Vitality Cheek Flush; Hello Lashes 5-in-1 Treatment Mascara; Hello Light Anti-Aging Creme Illuminator; Vitality Lip Flush.
Weaknesses: Most IT Cosmetics products are overpriced; the loose-powder products tend to be quite messy; unimpressive eyeshadows; over-inflated anti-aging claims for a majority of the products in the line; the serum seems impressive, but comes up short on its anti-aging promises.
IT Cosmetics (the IT stands for “Innovative Technology”) is the creation of Jamie Kern Lima, a former Miss USA pageant contestant and TV news anchor. Lima founded IT Cosmetics in 2008, selling her products in boutique stores and on QVC, then expanding into Canada in 2009. Since then, the line has gotten a lot of exposure with featured reports and stories on network television, including prominent mentions on the ABC reality show Dancing With the Stars.
Other than this abundant television exposure, the main draw of IT Cosmetics is its claim that the company works with leading plastic surgeons from Brazil to create products containing the very latest anti-aging technologies. That sounds intriguing, but is a bit silly when you consider that most plastic surgeons don’t know anything about skin care or cosmetic ingredient research. Consulting a cosmetic surgeon about anti-aging formularies is like consulting a taxi driver about how to fly an airplane! You’d think Lima and her team would instead want to consult a dermatologist, but even that’s not a slam-dunk for ensuring your anti-aging products are a cut above the rest, given that dermatologists also are not trained in skin-care formulations.
The labels on most IT Cosmetics products reveal a variety of age-defying claims centered around ingredients like antioxidants, peptides, vitamins, and collagen. Those are indeed great ingredients, but because many of IT Cosmetics’ products are packaged in containers that expose these delicate ingredients to light and air, any benefit is reduced as soon as you open the jar or compact (something the plastic surgeons from Brazil obviously didn’t know).
There are also some distinct weaknesses in the line, including an average yet pricey eyebrow pencil, powder illuminator, and eyeshadow whose performances don’t justify the expense (especially not when you factor in the high shipping fees QVC charges).
Of course, IT Cosmetics also has some products that are worth checking out. The line boasts an excellent powder blush, mascara, creme illuminator, hydrating cream lipstick, and many other products—including a full-coverage concealer that is truly full coverage—that are very good. However, while these products are good, they are not so unique that similar products can’t be found elsewhere for less money. As with any line that has a mix of good, so-so, and bad products, shopping using our reviews to guide you is a great way to ensure you’ll at least get your money’s worth, and your skin will be the better for it.
For more information on IT Cosmetics, visit www.itcosmetics.com.