Vitality Lip Flush Butter

Price:
$20 
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Category:
Makeup > Lipsticks > Cream Lipstick
Last Updated:
5/7/2013
Jar Packaging:
No
Tested On Animals:
No

This creamy lip color is packaged like a traditional twist-up lipstick yet it applies like a lip balm, imparting soft, sheer color that heightens lip's natural color while adding a soft shine finish. More moisturizing than slick or glossy, we found this very comfortable to wear, yet the color didn't last long. Since the finish has some movement, this can slip into lines around the mouth.

The fragrance-free formula contains a good mix of plant- and vitamin-based antioxidants to help smooth and condition lips though in terms of reducing the appearance of wrinkles on lips, this doesn't do a better or worse job than lots of other moisturizing lipsticks or tinted lip balms. IT Cosmetics offers a small but attractive range of shades that are just fine if you want soft, non-dramatic color.

Pros:
  • Creamy, moisturizing texture.
  • Fragrance-free.
  • Attractive shades.
  • Contains a good mix of plant- and vitamin-based antioxidants.
Cons:
  • Expensive.

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.

Member Comments

Summary of Member Comments

  1. How would you rate the results? (4 = Best)

    4 / 4 Best
  2. Was this product a good value? (4 = Best)

    4 / 4 Best
  3. Would you recommend this product? (4 = Best)

    4 / 4 Best
Page of 1
  1. CAROL A.
    Reviewed on Monday, January 20, 2014
    • Results
      4 / 4
    • Recommend
      4 / 4
    • Value
      4 / 4
    IT lip products best
    • all IT lip products are great. none "stain" anything but there is a creamy sheerness to all that appears to be a natural staining as if you had used a berry to color your lips. i have all in every color and biggest decision is which one to wear as they are all beautiful. you cant go wrong with any choice if you like a flush of color that is moisturizing.

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About the Experts

Paula Begoun is the best-selling author of 20 books on skin care and makeup. She is known worldwide as the Cosmetics Cop and creator of Paula's Choice. Paula's expertise has led to hundreds of appearances on national and international television including:

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The Paula's Choice Research Team is dedicated to helping you find the absolute best products for your skin, using research-based criteria to review beauty products from an honest, balanced perspective. Each member of the team was personally trained by Paula herself.

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