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Foundation used to be the default base layer of makeup, but not anymore. Between BB cream, cover drops, and every iteration in between, it can be difficult to know which formula suits you. As for the ...

What is the best It Cosmetics foundation? It Cosmetics is a beauty brand founded in 2008 by American entrepreneur Jamie Kern Lima. The “IT” in the name stands for innovative technology — the brand ...

Just put a dime-size amount of primer on your skin, starting at the center of your face an blending outwards. Then, shake up the foundation and apply one to two pumps onto clean skin with your brush, ...

The Fenty Effect may officially be happening. Rihanna's 40 shades of foundation could be forcing brands to reevaluate their range and update for more inclusion. While there's no true way to prove a ...

I was introduced to IT Cosmetics via their Superhero mascara (one of my top 5 favorite mascaras ever). IT Cosmetics is founded by girl boss, Jamie Kern, who wanted to create an innovative makeup line ...