It Cosmetics

by Jaime Richards

If you haven't tried tightlining your eyes yet, get yourself in front of a mirror, stat. This technique, usually performed by applying a waterproof gel liner with a thin eye makeup brush on the roots of the lashes, gives the illusion of fuller, thicker lashes. It also makes the whites of your eyes whiter and your eye color pop. Lucky for us, It Cosmetics has simplified the process with its new Tightline Full Lash Line Black Mascara Primer ($29 for two). Since the applicator (which looks like a longer, skinnier mascara wand) is included within, there's no cleanup after each use.

This multitasking lash enhancer darkens, volumizes, and lengthens, and is also being touted by It as a primer and serum. Collagen, green tea, nettle extract, and jojoba are just some of the ingredients that work to nourish and protect. To use, place the wand horizontally at the base of your lashes, wiggling it in between each lash. Sweep the color up to the tips to prime and thicken the lashes. You can even press the wand along the upper lash lines to create an eyeliner-like effect. So clear the clutter this Summer: you may find that this one product, along with soft, shimmery shadow, is all you need to complete your warm-weather eye makeup routine.

by Miriam Lacey

There are lots of lash treatments on the market: serums, primers, conditioners, and tints, just to name a few. So it's really surprising that, until now at least, no one had come up with a product that threw everything and the proverbial kitchen sink in together. New It Cosmetics Hello Lashes! ($29 for two) is the last word in lash convenience, a volumizing mascara/primer/serum/lash tint/lash comb/curler in one convenient bottle. It gives you some major lashes, the pigment payoff is great, and as it wears off, the tint in it still keeps your lashes dark. Overall, it's a clever concept, and it's not any more expensive than a run-of-the-mill department store mascara.

by Jaime Richards

I've tried many brow-filling products as a result of a decade-old mishap involving an overly zealous tweezing experience, but recently I've struck gold (uh, taupe) with It Cosmetics' Brow Power Universal Eyebrow Pencil ($24). Lots of eyebrow pencils look harsh, but this one, thanks to its smooth, glide-on texture and natural-looking hue, appears faint and realistic on the skin.

Even better, the pencil needs no sharpening, and since its formulation is not overly emollient, it settles to a semimatte finish, staying put all day long. A soft spooly brush on the opposite end of the stick helps even out any harsh lines without erasing any of your work. The only unfortunate thing I have to say about the product is that Miriam, aka blond-haired Bella, is unable to use it because it's just too dark for her coloring. To see what other essential tool I now use for getting the perfect brows, just keep reading.

by POPSUGAR Beauty

Confession: upon first receiving It Cosmetics's Bye Bye Under Eye Concealer ($24), I have to admit I judged a book by its cover. It did look, after all, a little infomercial-ish. Of course, seeing that on my most tired of days, I experience extremely hard-to-cover dark purple under-eye circles, I will give any coverup a shot — anytime. And the coverage offered by Bye Bye is no joke. It's no wonder, as it's also used to help camouflage bruising and swelling on the face and body of surgery patients. Created in part by Jamie Kern, founder of It Cosmetics, along with the input of plastic surgeons from Brazil, the highly pigmented product does indeed hide the most stubborn of dark circles.

What I like most about this product is that it's very moisturizing, creates a nice luminescence around the eye area, and doesn't creep or shift throughout the day. Since it's so emollient and strongly colored, a little goes a very long way, and thanks to the vitamins K, A, C, and E, I sometimes skip the eye cream altogether. Bye Bye is available in only four shades, and the shade I tried (Neutral Medium) was perhaps just a tad too dark for my skin tone. Surprisingly, I was able to make it work because it blended nicely in the darkest, purple tones under my eyes without leaving a yellow or muddy tone behind. Another bonus? Because the product is so concentrated, it will last you forever. My only complaint is that after a long day, it settled into fine lines just slightly and it takes a while to blend it just right since it's so thick. However, for its ability to cover without caking or wearing away, I give it my approval.