At a recent launch event for itCosmetics Jamie Kern Lima, a new mom, co-founder and CEO of It Cosmetics offered a truly inspirational and personal message.
It’s all about confidence (it was spelled out in giant letters created from the new products, to make the point)..
Now there are four new Confidence in a..” products to love. This feature is about the new Confidence in a Foundation!
New! Confidence in a Foundation:
The itCosmetics “Confidence in a …” line was born a few years ago, In April 2016 advicesisters.com reviewed itCosmetics’ Confidence in a Cream Moisturizer ($48.00 2 fl. oz.) offering a multi-tasking skincare treatment/moisturizer.
In 2017 we gushed about the next step: Confidence in a Compact (see review). This foundation/skincare treatment combines Confidence in a Cream with SPF 50 in a cushion compact offered in 7 tints from light to deep, And also Confidence in Your Glow (see review)., a skin-pampering all in one blush, bronzer, and highlighter with good for your skin ingredients.
This is just the tip of the proverbial iceberg when it comes to innovative, life-changing skincare products from itCosmetics.
Now there’s a new “Confidence” in a Foundation that takes this amazing skincare line a step further
The liquid foundation is a hydrating product with tons of good for your skin ingredients as in the other Confidence in a…products However, it’s also a full coverage foundation available in a whopping 48 shades of Light, Medium, Tan, Rich, and Deep and in warm, cool and natural/neutral tones.
Each shade is assigned a number family, so for example, Light shades are 100-145), Medium (200-250) and so on.
The long-wearing (up to 24 hours) foundation doesn’t transfer on clothing and stays true to color while feeling really weightless on your skin.
Supposedly the foundation will last up to 24 hours, but I’m not suggesting you wear your makeup that long. The point is that the foundation will last a long time!
Note too, that the formula is safe for all skin types, even sensitive skin.
New Heavenly Foundation Brush:
The Confidece in a Foundation is oil-free liquid and you can apply it with a sponge or your fingertips, but I suggest investing in the new itCosmetics’ Heavenly Skin Skin-Hugging Foundation Brush #707.
The new brush is just tailor-made for applying liquid or cream foundation. It has bristles cut on an edge, but it also has a slight dip in it so that you can get the foundation into every little nook and cranny on your face without a struggle.
An added bonus is that the faux bristles are infused with anti-aging collagen, silk, peptides, niacin, and antioxidants to offer your skin even more TLC.
Whatever you don’t want on your face (redness, blotches, uneven spots, etc). they’re gone! Using the new Confidence in a Foundation and the new makeup brush will help you walk into every situation looking and feeling flawless and confident.
Tip: If you don’t feel like you want a full coverage foundation every day, you can mix the foundation with a tiny bit of moisturizer to make it sheerer.it more sheer.
Pick Your Color:
Finding your way through 48 shades could be challenging without someone to help you. I was matched with #135 which works pretty well. There is a “try it on” feature on the itCosmetics website Stil, I had a challenge discerning the differences between the colors that might be right for me.
That takes nothing away from the quality of the foundation, infused with ceramides, peptides, hydrolyzed collagen and squalane (emollient/moisturizer).
Confidence in a Foundation is available at ULTA Beauty, ulta.com, Macy’s, macys.com, Sephora, Sephora.com and itcosmetics.com in Spring 2019
Also New For Spring 2019:
Today I’m just focusing on the new Confidence in a Foundation. I’ll be showcasing the other new skincare products in another feature. Here’s a quick mention of what else is new and fabulous from itCosmetics:
The Confidence in a Foundation joins other new and exciting product launches for itCosmetics
Advicesisters.com will also be checking out these new Confidence in a….. products:
Confidence in a Cream Rosy Tone Moisturizer (rosy pink moisturizer) makes skin glow, fr real!
I also like the new Confidence in a Gel Lotion Moisturizer (super hydrating-plumping moisturizer). Can’t wait to test out the Confidence in a Neck Cream Moisturizer (hydrating and firming super cream for neck, décolleté).
Plus: the Heavenly Luxe Face & Neck Citrine Roller (an elegant applicator option).