It Cosmetics has been my favourite new makeup brand to launch in the UK this year. I like the way the products are balanced between being problems solvers and enhancing natural beauty. And though the emphasis is on flattering shades and textures the products don’t lack from being interesting just because they’re not trend led. In fact, they’re front runners in terms of innovation. They also work really well for older women and, as there’s nothing too challenging about the shades, they’re quick and easy to use. It’s just a shame we don’t have the full range here yet but hopefully more products will be introduced next year.
The Perfect Lip Hydrating Gloss and Liner Stain Duo are typical It Cosmetics products. They’re packed with skincare ingredients with both products containing peptides, collagen, hyaluronic acid, avocado oil, shea butter, aloe, jojoba, acai, green tea and white tea, plus vitamins A, C and E. The three colour combinations are easy to wear and would look good on anyone. Out of the Glosses it’s the Berry shade that I’ve been reaching for the most. It actually goes on quite sheer on the lips and has an iridescent shimmer that catches the light. The Pink also has the slight shimmering effect while the nude is more milky. They all give good shine and make lips look smooth and plump. They’re not tacky or sticky but the downside of this is that they do need reasonably frequent re-application.
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