Here’s What You Should Be Buying From It Cosmetics

There's a good reason why L'Oreal just bought the company for a cool US$1.2 billion

Photos: IT Cosmetics, Sephora Singapore, Cover photo: @itcosmetics/@thechambraybunny on Instagram

At the recent Sephora Press Day, I was introduced to US brand It Cosmetics. The products presented looked simple enough to me - foundation, concealer, mascara, etc -  nothing spectacular or ground-breaking if you consider the amount of beauty products that land on our desks on a daily basis.

That was, till I watched a video of co-founder and CEO Jamie Marie Kern putting on her best-selling Bye Bye Foundation.  You see, the former journalist suffers from rosacea, hyperpigmentation and in her own words, "problematic skin". She spent a long time trying to find the right foundation or concealer for her skin, only to end up creating the best one for herself.

Last week, It Cosmetics was sold for a cool US$1.2 billion dollars to L'Oreal. Having personally tried some of the products myself, it's not hard to see why - the range is pretty awesome!

Here are the top 7 things to look out for:

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IT Cosmetics Superhero Mascara

2. Superhero Mascara ($42)

Just one coat is all I need to make my lashes look thicker and longer. The brush, though a little bit on the larger side, works well of coat each individual lash. Plus, I’ve been asked by more than one person whether I got any eyelash extensions done recently while I was wearing this mascara.

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