Feel The Moment Anti-Aging Ultra Hydrating Sensory Awakening Primer Serum
1 fl. oz. for $38
Category:Skin Care > Retinol Products > Serums
Last Updated:03.17.2015
Jar Packaging:No
Tested on animals:No
Review Overview

This silicone-based serum is sold as a primer, but really, most serums with this type of silky texture do double-duty as primers. In other words, this isn't the 2-in-1 product it seems to be, and it's far from "revolutionary". There are not words fit for print to describe what a terrible product this is for all skin types. It contains a HUGE assortment of fragrant plant oils known to be irritating, and IT Cosmetics is using them in amounts that are bound to be problematic. Cedar bark, lavender, orange, eucalyptus, clove, and lavender provide a "sensory" experience, but for skin they do so by causing irritation (see More Info for details).

Although the price is tempting, this serum's high potential to cause pro-aging irritation doesn't make it a beauty bargain. Without all the front-loaded fragrance, this would be worth considering for its mix of antioxidants (both longstanding and novel) plus cell-communicating ingredients niacinamide and retinol. Of course, they'd also have to remove the oxygen-creating ingredient perfluorodecalin, because oxygen causes free-radical damage—which is what antioxidants work to thwart (talk about sending mixed messages!).

One more comment: Admittedly, the very long (there are over 75 ingredients in this serum) ingredient list looks impressive but you have to also consider that with so many ingredients, the majority of them are present in tiny amounts, potentially too low to be of much use to skin. After all, you can only put so much in one product before compromises need to be made! And there's also price to consider; many of the ingredients used in this serum are expensive to add in efficacious amounts. With all of the ingredients this contains, using effective amounts of each wouldn't be possible, so we suspect much of it is window dressing to make this seem more impressive than it is.

  • Contains a cadre of beneficial anti-aging ingredients, including niacinamide.
  • Inexpensive for a silicone-based serum with so many seemingly wonderful ingredients.
  • Front-loaded with numerous fragrant oils proven to be irritating.
  • With over 75 ingredients, it's doubtful many of the good ones are present in meaningful amounts.
  • The serum/primer designation applies to lots of serums with this type of texture.
More Info:

Daily use of products that contain a high amount of fragrance, whether the fragrant ingredients are synthetic or natural, causes chronic irritation that can damage healthy collagen production, lead to or worsen dryness, and impair your skin's ability to heal. Fragrance-free is the best way to go for all skin types. If fragrance in your skin-care products is important to you, it should be a very low amount to minimize the risk to your skin (Sources: Inflammation Research, December 2008, pages 558–563; Skin Pharmacology and Physiology, June 2008, pages 124–135, and November-December 2000, pages 358–371; Journal of Investigative Dermatology, April 2008, pages 15–19; Journal of Cosmetic Dermatology, March 2008, pages 78–82; Mechanisms of Ageing and Development, January 2007, pages 92–105; and British Journal of Dermatology, December 2005, pages S13–S22).


Revolutionary Anti-Aging, Sensory Treatment Skin Serum and Primer in one! A true sensory spa experience in a bottle! Caviar Extract, Hydrolyzed Collagen, Hyaluronic Acid, Peptides and Silk all work to nourish, hydrate, prep and prime the skin. Vitamins A, C & E, Deep Ocean Water, Argan, Jojoba and Avocado Oil infusions help to keep skin soft, supple and younger looking. Plus balancing essential oils allow you to take a deep breath and start your day and your skin off right!


Cyclopentasiloxane, Dimethicone, Cedrus Atlantica Bark Oil, Citrus Aurantium Dulcis (Orange) Peel Oil, Eucalyptus Globulus Leaf Oil, Eugenia Caryophyllus (Clove) Leaf Oil, Lavandula Angustifolia (Lavender) Oil, Diisostearyl Malate, Aluminum Hydroxide, Camellia Sinensis Leaf Extract, Ascorbic Acid, Niacinamide, Tocopheryl Acetate, Glycyrrhiza Glabra (Licorice) Root Extract, Olea Europaea (Olive) Fruit Oil, Sodium Hyaluronate, Adenosine, Algae Extract, Anthemis Nobilis Flower Oil, Arbutin, Argania Spinosa Kernel Oil, Betula Alba Bark Extract, Caviar Extract, Chamomilla Recutita (Matricaria) Flower Extract, Citrus Grandis (Grapefruit) Peel Extract, Cucumis Sativus (Cucumber) Fruit Extract, Curcuma Longa (Turmeric) Root Extract, Glycerin, Glycine Soja (Soybean) Sprout Extract, Hydrogenated Jojoba Oil, Hydrolyzed Collagen, Hydrolyzed Silk, Illite, Mangifera Indica (Mango) Seed Butter, Mica, Orbignya Oleifera Seed Oil, Perfluorodecalin, Persea Gratissima (Avocado) Oil, Retinol, Scutellaria Baicalensis Root Extract, Sea Water, Ubiquinone, Vitis Vinifera (Grape) Seed Oil, Water, Aloe Ferox Leaf Extract, Arctium Lappa Root Extract, Artemisia Princeps Leaf Extract, Bambusa Vulgaris Extract, Butylene Glycol, Cholesteryl Oleyl Carbonate, Cimicifuga Racemosa Root Extract, Dextrin, Hydrolyzed Hibiscus Esculentus Extract, Lecithin, Platinum Powder, Polysorbate 80, Pueraria Lobata Root Extract, Punica Granatum Fruit Extract, Sophora Angustifolia Root Extract, Achillea Millefolium Extract, Alchemilla Vulgaris Extract, Allium Sativum (Garlic) Bulb Extract, Arctium Majus Root Extract, Arnica Montana Flower Extract, C12-15 Alkyl Benzoate, Caffeine, Ceramide 2, Ceramide 3, Chamomilla Recutita (Matricaria) Flower/Leaf Extract, Cholesteryl Chloride, Cholesteryl Nonanoate, Citrus Grandis (Grapefruit) Fruit Extract, Hedera Helix (Ivy) Extract, Hydrogenated Vegetable Oil, Lamium Album Flower Extract, Magnolia Kobus Bark Extract, Malva Sylvestris (Mallow)

Brand Overview

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.

About the Experts

The Beautypedia 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 Begoun herself.

Member Comments
Summary of Member Comments
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Best Primer!

This primer makes my face feel like silk even after removing it. I have noticed a great improvement in the look of my makeup after using.

Reviewed by
Maria, F

The long list of ingredients, peppermint extracts, grapefruit alone made me too freight ended to try this on my skin.Think of what peppermint does for the lips I did not want to feel that on my face. This product deserves all 0's.

Reviewed by
Annette D.
Truly a disappointing serum

The brilliant info I had gathered from Beautypedia warned me not to use this even before their review as it came in a TSV kit. I didn't bother trying it after consulting the ingredient info on Beautypedia. Sadly my mom didn't take my warning and used her bottle from the same TSV. Bad reaction for a few days was her experience. Shameful this is touted as developed by "leading doctors" as that is a scary reality check for consumers in my opinion.

Reviewed by
Kimberly T.
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