It Cosmetics
It Cosmetics

I’ve had a bit of a thing for the It Cosmetics brand for a while now – it’s a continued frustration that we can’t get it in the UK because it knocks the socks off plenty of the brands we do have. It Cosmetics Concealer is one of the best I’ve ever tried – it’s incredible, only matched by Amazing Concealer (HERE). What I love about the It Cosmetics Naturally Pretty Palette is that all the shades come as matte, but with an optional transformer to change them into shimmer by literally just swiping your brush over it and onto the lid. It’s the larger, white-ish oblong in the picture.

I’m wondering now why all palettes aren’t like the It Cosmetics Naturally Pretty Palette! So, it’s peak holiday time – I’ve been watching the It Cosmetics journey and it’s readily available in Ulta stores now (after having a very limited distribution and I had to send my sister to Barneys, NYC, to pick up my concealer!) so if you’re heading Stateside, it really is a brand to look out for.

*all products are sent to me as samples from brands and agencies unless otherwise stated. Affiliate links may be used. Posts are not affiliate driven.