Brand Focus | It Cosmetics Comes To QVC UK - Review


I was gutted when i couldn't attend the QVC It Cosmetics release event, however the lovely Susanna was kind enough to send me the collection to try out. I was so taken aback by her generosity and how many products i received, i literally squealed like a kid at Christmas as i rummaged through the sleek silver cosmetics bag. I have been a fan of It Cosmetics products for a while now but always had to source them out of the UK. So i was stoked when i heard that QVC were going to be stocking their products here. Hooray finally! Ok, so i can't see and swatch them in person, but at least i can buy them without the added customs and tax duties. The first thing i noticed about the collection was how affordable they are in pounds. Not only does QVC sell the products individually but they are being sold in affordable combinations and duo's.  They don't have the entire collection ( kind of like Tarte Cosmetics ) but the introductory products are fabulous never-the-less. Hopefully us lovely Brits will have more products through QVC in the future. If you  if you would like to see what It Cosmetics products QVC has to offer then keep reading....



If you have not heard of It Cosmetics it stands for ‘Innovative Technology’ which is a successful American cosmetics brand created by Jamie Kern, and has been developed with plastic surgeons and dermatologists to bring us 00% cruelty-free, innovative cosmetics. Jamie personally suffered with skin concerns like rosacea, hyper-pigmentation and thin eyebrows ( something i also suffered with for years ) so she set out to create cutting edge cosmetics that would be friendly for those with easily irritated and sensitive skin. Over the years the brand has really expanded and i have accumulated quite a few products of theirs. I was happy to see a few of the products i had on my wishlist within my PR Package. The launch over here features some of 'It Cosmetics' Best-selling products like the Bye Bye Under Eye Concealer, The Bye Bye Pores Airbrush Powder and the Universal Eyebrow Pencil. Since receiving i have enjoyed spending a good week properly testing everything out so that i can share my experience.

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Bye Bye Pores Poreless Finish Airbrush Powder with Heavenly Luxe Airbrush Powder Brush - £29 Link ( products separately Powder £21 Link - Brush £32 Link )


I have owned the pressed version of the 'Bye Bye Pores Poreless Powder' for quite some time now and love it for setting under my eyes. The loose version is find is slightly less yellow in colour and appears more translucent, which i really like. It's infused with Collagen, Vitamin K and pure silk, it also works with all skin types and skin-tones to minimise pores, and leave a smooth airbrush effect on the skin that doesn't settle into fine lines or pores. Making this powder perfect for us over 30 and those with mature skin. Ugh i so hate that word! The powder helps to absorb oil, making it perfect for those with oily skin. It really is a beautiful powder to set all over the face with that doesn't cake up or feel heavy. The brush that comes with it has been on my wish list for ages! It is so hard to find decent quality powder brushes that don't shed and this is one of them! It's large, soft and fluffy yet it's dense. The synthetic bristles means it picks up quite a bit of product laying down the powder beautifully.

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Bye Bye Under Eye Full Coverage Waterproof Anti-ageing concealer with Heavenly Luxe Dual Airbrush Concealer Brush - £26 Link. ( It has an Introductory price of £23.64 )

Swatches L-R: Medium Natural ( medium beige ) - Medium ( biscuit shade a touch lighter and more yellow than medium neutral ) - Tan ( warm medium peachy-tone ).

Another product i have enjoyed for a while is the Bye Bye Undereyes concealer, which is a rich and creamy full-coverage concealer that covers up any discolouration you may have like dark circles, milia, redness and blemishes. It's thick consistency can put some people off but it blends out beautifully, and doesn't feel at all heavy underneath the eyes. Due to it being so pigmented a little bit goes a long way. I actually find this a bit similar in texture to the Kevyn Aucoin Sensual Skin Enhancer, but far more hydrating and of course more affordable. It's packed full of vitamins and high performance pigments, that gives a long-wearing, waterproof and anti-ageing  formula that offers hydration and excellent coverage, without creasing or clinging to dry patches. I personally use a tiny amount of the shade 'Tan' to colour correct the inner part of my under eyes ( which are darker ) and i use the shade 'Medium' to conceal my entire under eye area. QVC has a deal where you can buy the concealer and get a dual ended concealer brush free. The quality of the brush is actually good and i like the hygienic attribute of the lids to cover up the brush hairs. Which prevents them from gathering dirt and making a mess in my makeup bag. This feature makes the brush very travel friendly. I use the flat side of the duo brush to apply the corrector shade ( tan ) and the fluffier side to blend out my main concealer for a flawless finish.

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Hello Light Creme Illuminator with Heavenly Luxe Pointed Precision Brush - £29 Link ( Separately Illuminator £20 Link - Brush £29 Link )


This is by far my favourite item from the line and has been on my wishlist for a good year. It really is a unique highlighter thath applies like a cream but sets like a powder. It applies super smooth and leaves a beautiful cool tone champagne, almost silver sheen on the skin. If you are looking for a beautiful non-glittery highlighter that adds life to the face and won't accentuate pores, then i highly recommend this. Being full of fabulous ingredients like Hyaluronic acid, Hydrolyzed Collagen, Antioxidants and Real silk, it not only leaves your skin looking healthy and glowy but it also helps to condition, nourish and hydrate the skin. I use my fingers to gently tap this across the highest point of my cheekbones, along my brow bone and just above the brows; as well as down the bridge of the nose and above the lip for a beautiful glow without any glitter in sight. If you are more mature and find that a lot of highlighters come off a bit 'obnoxious' on you, then i highly recommend that you give this a try. The consistency and finish makes this very flattering for every skin type and age. I do feel that because of the cool tone of this highlighter that it could look a little ashy on deeper skin-tones, who benefit more from more of a yellow golden tone ( take note It Cosmetics ). The brush included does make it easy for precision application with its pointed tip. However i find this brush amazing for cream contouring as well as blending out concealer.

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Brow Power Universal Eyebrow Pencil Duo - £22 Link


This is the one product that really surprised me! It usually takes a lot to wow me when it comes to brow products,but this really did sweep me off my feet! Initially when i swatched this on my hand it felt hard and i was dreading that it would be too waxy and a lot of work to use. It turns out it is super soft and the unusual oval shape helps to really fill in my brows with a softer approach. I don't blame anyone for being confused about the 'one colour to suits all' claim as it really is one of those products you have to try for yourself to believe. I was taken aback by how realistic my brows look with this and how it matches my brow colour perfectly. It is long-wearing and stays put all day, plus the spoolie is really nice also. I definitely want to try their brow power super skinny next.

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Hello Lashes 5 in 1 Volumizing Mascara Duo - £23 Link ( single £19 Link )


Mascaras are one of the cosmetics products i am extremely picky about, and that is simply because of my eye shape most mascaras transfer to my under eye area. Having Asian decent in my bloodline i am not blessed with a lot of lashes of full lashes either. Therefore i need a mascara that does it all, adds volume but without making my lashes too thick and spidery, separates and lengthens whilst being long-wearing, smudge-proof but also easily removable.I know im asking for the impossible. My eyes are extremely sensitive and get irritated easily so i don't like difficult to remove waterproof mascara's. I have tried easily over 60 mascaras in my lifetime and only a handful have been repurchases for me. I will say that the brush on this is a little bit strange. I don't get why they added on the unusual ball on the end it just encourages excess product to stick to it which makes my lashes clump up. However i just remove this with a wipe and the mascara actually applies nicely ( i might just cut the ball part off?! ). This mascara just didn't wow me, but to be honest it takes a lot for a mascara to do that. It did smudge a little on me, but nothing like how the Charlotte Tilbury mascaras smudge on me *sniff sniff. I did find it to be long-wearing and i experienced no flaking at all which i really liked. It added a bit of volume and separated my lashes nicely, however it didn't add the length i desire. Overall it's a good mascara, just not the mascara for me. I will continue to test this out and see how it goes perhaps as the formula dries out a little? This will be a fabulous mascara for those with already full or long lashes.

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Vitality Lip Flush 4-in-1 Reviver lipstick stain trio - £29.50 Link ( each lipstick separately £16 - Link ).

Swatches L-R:

When i first swatched these on the back of my hand i was quite disappointed by the colour pay-off. However the real magic is when you apply them to your lips! The lipstick mixes with your natural body temperature and creates a unique mix that adapts to suit your skin-tone. These 'lips stains' add a slight hint of colour and shine on the lips, plus they are alcohol-free which makes them nicely hydrating on the lips. Surprisingly 'Je ne sais quoi' ( the white one ) turned out to be my favourite of the three and i have worn it pretty much every day since i received it. It transforms into a light natural rosy-pink perfect for that everyday natural look. I can just swipe it in on and head straight out the door. Love Story is a nude-ish pink that almost matches my lip colour perfectly creating that 'my lips but better' shade and Pretty Woman is a deep berry-wine colour that's perfect for the winter months. They are surprisingly long-wearing, not as long-wearing as an opaque lipstick, but more long-wearing than a lip balm. I noticed that they help fill in the lines in my lips making them look younger and even fuller. If you are the type of person who prefers a more opaque lipstick, then these lipsticks wont be for you.

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Vitality Cheek Flush Powder Blush Stain with Heavenly Luxe French Boutique Brush #4 - £28 Link ( Separately Brush £27 Link - Blusher £21 Link )

Swatches L-R: Pretty in Peony - Radiant in Rose - Matte Sweet Apple.

Lastly there are the powder blush stains and there are a total of four blushes available to choose from. The blush i don't own that isn't not pictured is 'Magical in Mauve'. I will start off by saying that these blushers are no joke!!! Just like the Nars and Becca blushers these are super soft and insanely pigmented. The name 'Stain' is correct as these do leave a pretty flushed stain on your cheeks, that stays put all day until you remove it. Due to the intense pigmentation a little really does go a long way. I always tap off a bit of the blush on the back of my hand before applying to my cheeks, as i can be heavy handed with blushes and the last thing i want is to look like a clown. The consistency is smooth and they all blend out easily. Every blush contains wonderful ingredients like Hyaluronic acid, pomegranate, plum oil, cherry oil, seaweed extract, grape seed, aloe and jojoba, as well as being packed full of antioxidants to protect against free radicals. So not only does the blush look pretty it's also lovely for your skin. My personal favourite is 'Pretty in Peony' which is a beautiful coral-pink with a subtle hint of gold - perfect for the spring and summer months. 'Radiant In Rose' is the perfect English Rose kind of blush, that i'm sure i will reach for more in the colder months - it's the blush that will suit all skin-tones. 'Matte Sweet Apple' is your traditional pink blush, it doesn't lean too cool nor warm - It is just beautiful at adding that 'healthy flush' of pink to the cheeks. The angled brush is absolutely Amazing! In fact i have used it all week and haven't touched my Wayne Goss 00 brush which is shocking as we all know how obsessed i am with that brush. Though this is being sold with the blushers, i prefer to use it for bronzer application ( I am obsessed with this It Cosmetics bronzer! ). The brush applies bronzer beautifully and blends products out like a dream. I like to use either my Louise Young LY06 blush brush or my Wayne Goss 14 Brush with these blushes due to their intense pigmentation.


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Overall there is something to offer everyone in the collection and i am personally loving the whole collection.  You can shop the entire range on QVC here and you can also keep up with QVCUK on both of their Instagram pages here & here. They also have a Twitter account and a Facebook page here. New releases get announced first on their Facebook Page.

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I do hope that It Cosmetics decides to bring it's entire range to the UK, as i still have quite an extensive wish list - then again i have a rather extensive QVC wishlist also lol. I am sure you will see quite a few of these items popping up in future blog posts....



So which products in the collection have piqued your interest?

Thanks for Reading Lovelies

Jamey xo

*This post contains PR Samples which are marked with an (*)
However it is NOT Sponsored
*Disclaimer - I only add links to websites i personally recommend or use.
All opinions are my own and you can read my full disclaimer here.


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