IT Cosmetics Launches 52 New Products at Ulta!

If you’re a major IT Cosmetics fan (like me) make sure you’re sitting down, unless of course you’ve already heard the announcement, they have launched 52 new products!

Major congrats to CEO and co-founder Jamie Kern for being an absolute girl-boss and for creating products that have helped women with their beauty problems everywhere. The brand’s mega success has landed them a well-deserved “wall” of products, separated by individual beauty concerns (Dark circles, blemishes, pores, dry skin, redness…). This oh-so-amazing wall is coming to Ulta’s across the country as well as all 52 of their new products! While there are some brand new additions to the brand, there are also some exciting new extensions to their most popular and existing product lines.

Before I dive into breaking down what’s new, I seriously need to talk about how amazing the launch party was last month. I think I had fomo re-watching my Instagram story the next day, and I was there! In all of my years of attending launches and previews, I have to say that this one takes the cake for being the most creative and engaging. Guests were transported to beauty themed amusement park, complete with foundation compact swings, a giant mascara wand slide, and mascara seesaw and SO much more. Needless to say the selfie opportunities were endless. I got to play with some of IT’s new products and I’m super excited to share them with you guys. All of the products mentioned below are available now at Ulta,, QVC and Here’s what you have to look forward to:

Aging & Dry Skin

  1. Confidence in a Cleanser, $28

Okay so if you’re not familiar with the Confidence in a Cream moisturizer and eye cream or Confidence in a Compact you’re seriously missing out! These three epic products are adding a highly anticipated fourth, a cleanser to compliment them! This hydrating and cleansing serum is packed with hyaluronic acid and collagen to instantly plump the appearance of fine lines and wrinkles, and when used with the other Confidence product, it’s sure to an anti-aging powerhouse routine.

Dark Circles


2. Bye Bye Under Eye Concealing Pot, $28

So IT already has an amazing concealer on the market, so you can imagine my excitement to see their launching another! This new concealer features the same award winning coverage as their previous Bye Bye Under Eye, but is much lighter in weight. It’s infused with anti-aging hydrolyzed collagen, peptides, hyaluronic acid, antioxidants, caffeine and green coffee extract, which not only help hide the signs of aging, but help them! Even better, it promises not to crease or crack throughout the day and is available in 6 shades: Light, Medium, Medium Tan, Tan, Deep, Warm Deep.

Lines & Wrinkles

3. Bye Bye Lines Foundation, $28

Think of this foundation as a hydrating anti-aging serum, that is infused with pigment to seamlessly conceal the look of lines, wrinkles, and imperfections. It offers luminous, sheer-to-medium coverage that makes your skin look younger and radiant, and it feels super lightweight! It’s infused with anti-aging peptides, collage, hyaluronic acid, and loads of helpful vitamins to give you a perfect complexion. Available in 7 shades: Fair, Light, Medium, Medium Tan, Tan, Rich, Deep.

Blemishes and Acne

4. Bye Bye Breakout (7 shades), Bye Bye Breakout Powder (3 shades), $28 each

Treat and conceal breakouts with this revolutionary drying lotion and concealer in one! Perfect for oily and acne-prone skin, this color-infused skincare product contains full-coverage pigments to effectively conceal the look of blemishes, acne, redness, and discoloration without creasing or cracking. You can also use this as an all over foundation, if you suffer from all-over acne problems. This could be a game changer for people with problem skin, I’m eager to see if it helps treat and cover these issues. Use in sync with their new Bye Bye Breakout Powder, which is a weightless blemish-minimizing veil that is perfect to set the concealer.

Dull Skin

5. CC+ Airbrush Perfecting Powder Illumination with SPF 50+, $35

Yay for SPF! This is your original, best-selling CC+ Airbrush Perfecting Powder but infused with micronized pigments of light for a naturally radiant finish without glitter or shimmer! In addition to delivering subtle radiance, this game-changing powder combines buildable optical-blurring coverage,  and SPF 50+ physical sunscreen to camouflage the look of imperfections and deliver powerful sun protection. Plus, it’s completely talc-free, so it won’t settle into lines or pores and doesn’t crease, cake or crack. Available in 7 shades: Fair, Light, Medium, Medium Tan, Tan, Rich, Deep.

6. Perfect Lighting Radiant Touch Magic Wand, $29

Correct, conceal and brighten with this magical little wand that instantly gives your skin a shot of radiance, all while neutralizing and blurring skin imperfections. The pigment and color in these wands are gorgeous, and they’re available in three different radiant finishes. Infused with anti-aging peptides, hydrolyzed collagen, hyaluronic acid, licorice root and green tea, your skin will love this product just as much you do. Available in 3 shades: Radiant Light, Radiant Neutral, Radiant Honey (swatched below).


7. Bye Bye Pores Blush, $24

Get the benefits of the Bye Bye Pores powder but in a blush! Infused with optical pigments and blurring technology, this blush delivers sheer, buildable color that instantly diffuses the look of pores and imperfections. It’s available in three different shades ranging from a light pink, medium pink, and a natural pink.

8. Bye Bye Pores Illumination, $29

A common concern for people with large pores is how their appearance is enhanced under certain makeup products, illuminators and highlighters being one of them. IT might have just solved your problem if you suffer from this concern! This pressed powder illuminator features Bye Bye Pores Optical Blurring Technology, which blurs the appearance of pores and imperfections, and their Drops of Light Technology adds natural-looking illumination without glitter or shimmer, giving skin a natural yet noticeable radiance.


9. Bye Bye Redness Moisturizer, $48

Founder, Jamie Kerns, suffers from exaggerated redness herself, so she created this product to help neutralize and soothe the look of redness while providing deep hydration that is gentle enough for even the most sensitive of skin types. Perfect for morning and night, this moisturizer also smooths the look of lines and wrinkles and is infused with powerful anti-aging ingredients.

10. Bye Bye Redness Erasing Correcting Powder, $38

This talc-free powder is ideal for even the most sensitive skin and delivers buildable, tone-correcting full coverage that won’t settle into lines or pores—and instantly reduces the look of redness, rosacea, discoloration and any imperfections. Similar to the moisturizer, it is infused with anti-aging ingredients such as colloidal oatmeal, aloe, cucumber, chamomile, avocado, chrysin, turmeric, collagen, and peptides. It’s truly your skin-soothing essential for airbrushing away the look of redness. Available in 3 shades: Transforming Porcelain Beige, Transforming Light Beige, Transforming Neutral Beige.

11. Bye Bye Redness Correcting Cream, $32

This color correcting cream moisturizes skin while neutralizing redness, it’s also infused with a touch of color to deliver long-wearing and lasting coverage. This soothing and super-blendable, hydrating cream promises to provide perfect coverage that won’t crease or crack and makes your skin appear supple and radiant. If you suffer from redness, I have a feeling this product might become your saving grace and newest beauty obsession! This cream is currently available in three different shades, but I’m hopeful they will expand into more diverse color ranges.. Pair this with Redness Correcting Powder and I’m sure the results are downright magical. Available in 2 shades: Transforming Porcelain Beige and Transforming Light Beige.

Eyes & Lashes


12. Superhero Liner, $24

This 24 hour waterproof liquid-gel liner features a brush hair tip, ensuring it won’t fray and lose its shape over time, unlike other liquid liners that typically use felt tips. What makes this liner really amazing is the fact that it features lash superpower ingredients, including peptides, collagen, biotin, keratin and kaolin clay, that help strengthen and nourish lashes while providing stay-all day liner and impressive pigment. It’s also super black which makes me happy!

Sparse Brows

13. Brow Power Pomade, Brow Power Powder, Brow Power Brush No.21, $24 each

Instantly lift, tame, and sculpt your brows to perfection with this waterproof brow gel that promises to hold brows in place with no flaking or hardening. This clear gel is perfect for every brow tone and is infused with biotin and argan oils to nourish brows. Wear alone or combine it with their new Brow Power Powder, which comes in a universal taupe shade (if you have dark hair you use firmer strokes to get darker shades and light strokes if you have light hair) and the Heavenly Luxe Brow Power Universal Brow-Transformer Brush No. 21. 

Also currently trending… two products that weren’t at the event that just launched and I’m DYING to try:

1. Secret Sauce, $68

A mysterious name for a seemingly magical product! Secret Sauce is a clinically advanced anti-aging moisturizer that promises to immediately hydrate and transform skin. The “secret” lies in the formula, which contains their Fermented Complex: 7 clinically advanced, penetration-enhancing fermented ingredients that help to increase absorbency and maximize the ultra-hydrating, anti-aging benefits. Added bonus, it also includes Drops of Light technology so your skin is instantly given a shot of youthful radiance immediately after application.

2. Miracle Water 3-in-1 Glow Tonic, $38

This bottle is packed with benefits! This lightweight no-rinse product brightens and boosts skin to help purify, diffuses the appearance of fine lines and wrinkles, and softens and cleanses skin with micellar. It also gives you a youthful, lit-from-within glow! Use it after cleansing or in place of your cleanser for powerful results immediately and over time.

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