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It Cosmetics

IT Cosmetics Your Skin But Better Foundation + Skincare - Hydrating Medium Buildable Coverage - Minimizes Pores & Imperfections - Natural Radiant Finish - With Hyaluronic Acid - 1.0 fl oz

    • Based on 2,732 reviews
Condition: New
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$46.00 Why this price?

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Availability: Only 3 left in stock, order soon!
Fulfilled by Amazon
Arrives Thursday, May 15
Order within 5 hours and 8 minutes
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Color: 31 Medium Neutral (medium complexion with neutral undertone)


Item Form: Liquid


Color: 31 Medium Neutral (medium complexion with neutral undertone)


Skin Type: All


Finish Type: Radiant


Recommended Uses For Product: Pores


Product Dimensions ‏ : ‎ 1.38 x 1.38 x 5.12 inches; 4.23 ounces


Item model number ‏ : ‎ 9


Manufacturer ‏ : ‎ IT Cosmetics


Frequently asked questions

If you place your order now, the estimated arrival date for this product is: Thursday, May 15

This item is non-returnable:

Non-returnable. Transportation of this item is subject to hazardous materials regulation

View our full returns policy here.

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  • Financing through Apple Pay
Leasing options through Acima may also be available during checkout.

Learn more about financing & leasing here.

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Top Amazon Reviews

    • Amazing foundation.
Color: 31 Medium Neutral (medium complexion wit...
Review Image by Stephanie Wells Stephanie Wells
I love this foundation! It’s my go-to! It gives such a light, natural look. The ONLY thing I would change about it is giving it a little more coverage to cover under my eyes and pimples better. I have tried SO many full coverage foundations and they don’t give a natural finish like this one. So I’ll have to stick with concealer! This foundation doesn’t feel cakey or heavy. It feels very light. It lasts a long time. I use 1-2 squirts all over my face. 1 if I don’t have any problem areas. 1 more if I want to put another coat on problems areas. This is definitely worth the money. If you have tried the other IT cosmetics foundation and felt like it was way too heavy, try this one! Since it’s not a full coverage, it’s so much different!!!! ... show more
Reviewed in the United States on April 13, 2025 by Stephanie Wells Stephanie Wells
    • Not pastey or dry
Color: 22 Light Neutral (light to medium comple...
I haven't encountered a product I didn't like from this company! Great color and coverage. Not pastey or dry. Lasts all day.
Reviewed in the United States on April 13, 2025 by Deanna
    • Nice coverage
Color: 20 Light Cool (light complexion with red...
I haven't used foundation in many years because I've never liked the feel of it. With aging, I've started with some discoloration, so decided to give it a try again. I saw that this brand was recommended for women my age, so I gave it a try. I'm not only very pleased with the coverage, but it's so lightweight that it doesn't feel like I have any makeup on. The color looks very natural and it has a very smooth finish. I'm pleased with the quality of this product and it's a good value. I will purchase again. ... show more
Reviewed in the United States on October 30, 2024 by Diane Gillet
    • Discontinued IT Product
Color: 30 Medium Cool (medium complexion with s...
This is my favorite foundation and I love it. It's great for mature skin and your skin does actually look better after wearing it for awhile. I have been using this since it first came out. However, I was very disappointed that I can no longer purchase it at Ulta or on the IT website. I wrote to the company and they said they are discontinuing it. I was so very sad to hear this. I was so excited to find this on Amazon in my shade, but I'm sure that it won't be on here for long either. Now, I have to find a new foundation that works. I did try their CC Cream but I cannot use products that have SPF in it unless it's mineral. I have sensitive eyes and skin and it burns my eyes. If they do come out with a replacement, I hope that it isn't more expensive. This product is expensive but it does last for awhile. ... show more
Reviewed in the United States on March 6, 2025 by PCH
    • Beautiful foundation, my favorite right now.
Color: 51.25 Rich Neutral (dark tan complexion ...
Review Image by Morganlove Morganlove
Review Image by Morganlove Morganlove
Review Image by Morganlove Morganlove
This foundation is so beautiful, I just recently got it about a month ago. I figured I would try it because it was lightweight and I was looking for something comparable to the discontinued makeup forever water weight foundation. This foundation is so beautiful, dries down very nicely. No tacky feeling after it dries down. I noticed hands or sponge application gives the best dry down. I have combination skin, so I like for my makeup to dry down completely. It last all day, had a beautiful pearlescent radiant finish without dewy or glowy look. Helps so I don’t look greasy at the end of the day in my normally oily Tzone. I got color 51.25, normally NC45/46 MAC or C8, Georgio Armani’s Luminous Silk shade 11. I am a deep Tan olive, hard finding true neutral or dark olive, this is a little red but still nice. I just use a yellow powder to set and balance it out. I think this will be discontinued so I bought 3 😩. Lots of compliments. ... show more
Reviewed in the United States on March 14, 2025 by Morganlove Morganlove
    • verified buyer
Color: 22 Light Neutral (light to medium comple...
It makes my skin feel good, but it is buildable foundation and as I am old and wrinkled it does tend to show up my wrinkles and pores. I have to almost use 3 coats to get decent coverage. I have a cream foundation that does a much better job. I will say that the color match was excellent for my face, and I never have bought foundation online. My age is what made it a 3 star for me and that isn't the foundation's fault. ... show more
Reviewed in the United States on March 6, 2025 by Verified buyer.
    • Love It Cosmetics
Color: 31 Medium Neutral (medium complexion wit...
This foundation has very good coverage without being heavy. Plus it’s good for your skin. I highly recommend. A little goes a long way.
Reviewed in the United States on February 21, 2025 by Millie
    • Smooth application, nice finish
Color: 22 Light Neutral (light to medium comple...
I was nervous that I would choose the wrong shade but this formula was workable and buildable coverage. I didn’t need to know my exact color match for that reason. I purchased when it was half off but it’s a great purchase even if I would’ve paid full price. The application was smooth and the final texture was exactly what I was looking for. ... show more
Reviewed in the United States on September 17, 2024 by Noah & Rosi Sherrer

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