Cult beauty brand It Cosmetics has arrived on the UK high street - YOU Magazine Fashion Beauty Celebrity Health Life Relationships Horoscopes Food Interiors Travel Sign in Welcome!Log into your account Forgot your password? Password recovery Recover your password Search Sign in Welcome! Log into your account Forgot your password? Get help Password recovery Recover your password A password will be e-mailed to you. YOU Magazine Fashion Beauty Celebrity Health Life Relationships Horoscopes Food Interiors Travel Home Beauty Cult beauty brand It Cosmetics has arrived on the UK high street By You Magazine - June 12, 2018 It Cosmetics. If you haven’t heard the name before, prepare to see it everywhere, as it’s just arrived on the British high street. The cult beauty brand, coveted by beauty editors and influencers alike, has technically been available to buy online and through shopping channels in the UK since 2017, but is also now available to buy at Boots, spawning a whole host of new fans of their much-raved about products. View this post on Instagram A post shared by IT Cosmetics ?? (@itcosmetics) It Cosmetics was founded by Jamie Kern, who suffers with rosacea, and worked with a team of expert plastic surgeons and dermatologists to develop make-up, skincare and brushes that ‘help cover and correct hyperpigmentation, redness, discolouration and signs of aging.’ The hero product? The Bye Bye Under Eye Concealer (£23.50), which comes in a range of six shades, sold out within 10 minutes of launching on QVC, and is a favourite of reviewers who praise its full coverage and long-lasting formula. Boots ‘It really works. Had natural dark circles all my life, it hides them well and goes on slightly dewy. It’s not too matte, so doesn’t cake,’ one wrote. ‘The tiniest bit goes a long way too. I’m so impressed.’ ‘This is the best concealer I have EVER used. It’s fantastic as is the whole range. Super dooper excited that Boots are now selling,’ agreed a second. View this post on Instagram A post shared by IT Cosmetics ?? (@itcosmetics) However, the brand’s bestseller list also spans base, brows, eyes and powder – from the Superhero Super Black mascara (£19), which gives volume, length and stretch in just one coat, to the Bye Bye Pores Pressed Powder (£25), the ultimate pore-blurring, anti-shine solution. Whatever you choose to try first, you can also rest assured that your purchase is supporting a company with heart – since its incarnation, the company has donated over $24 million in products to cancer support charity Look Good Feel Better. Plus, for every Brow Power pencil or Love Beauty Fully Brush that is purchased, another is donated to the cause. RELATED ARTICLESMORE FROM AUTHOR You could get paid to test Liberty’ s Beauty Advent Calendar People are obsessed with this Revlon hair drying tool A new drop of Boots Star Gifts has landed for Christmas 2022 Popular in Beauty People are seriously impressed with Primark’ s £8 skinny curling tongs December 16, 2019 Boots is giving away free lipsticks to celebrate the launch of January 23, 2020 This long-lasting eyebrow product is getting rave reviews and is just June 21, 2021 These Liz Earle gift sets are on sale just in time March 5, 2020 WIN A Kiehl’ s skincare heroes bundle worth £104 July 24, 2020 Cult skincare brand Sunday Riley is branching out into hair products April 24, 2020 Superdrug is holding a huge BOGOF sale on all cosmetics for May 28, 2020 Your salon could charge you extra for overgrown roots and bad June 25, 2020 Facial steamers Why searches for this beauty gadget were up 400 July 10, 2020 Lush subscription boxes have arrived and they contain exclusive new products August 3, 2020 Popular CategoriesFood2704Life2496Fashion2240Beauty1738Celebrity1261Interiors684 Sign up for YOUMail Thanks for subscribing Please check your email to confirm (If you don't see the email, check the spam box) Fashion Beauty Celebrity Life Food Privacy & Cookies T&C Copyright 2022 - YOU Magazine. All Rights Reserved