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IT Cosmetics Is Releasing a New Full-Coverage Moisturizer That Also Protects Skin

Jamie Kern Lima, a.k.a. “the beauty queen of QVC” and founder of IT Cosmetics, just released a new, full-coverage product that the brand is hoping will be as popular as her much-loved CC Cream. IT’s newest product is a new foundation moisturizer hybrid that is a hydrating and lightweight alternative.

Unlike the CC Cream, the new Bye Bye Foundation Full Coverage Moisturizer is full coverage and can cover redness, hyperpigmentation, enlarged pores, and acne scars in one quick and easy application. The moisturizer comes in 12 shades that can be mixed and blended for the perfect fit, and since they’re moisturizers, the brand says they don’t oxidize or turn orange like some foundations do. [Editor’s Note: In an early preview of the product, social media called out the brand for its lack of diverse shades. The brand told Allure in an email statement, “Typically SPF moisturizers with physical-only sunscreens have only been possible in a few shades — and at IT Cosmetics we’ve spent the past 2 years creating 12 skin-tone-adapting shades for this moisturizer (3 Light, 3 Medium, 3 Tan, and 3 Rich). And we continue to work hard to challenge this further.”]

IT, which stands for Innovative Technology, uses what it calls 3D Skin Flex Technology in the moisturizer, which they allege won’t sink into pores and fine lines. Like many of IT’s other products, the moisturizer is packed with skin-loving ingredients. It uses seven fermented ingredients (fermented foods are seen as a beauty food because they contain probiotics): sugar cane, rice, coconut water, sea kelp, green and black tea, pumpkin, and white ginseng. The resulting effect is a more plump and moisturized face that’s full of anti-aging antioxidants. The moisturizer is also infused with UV protection to block sun damage that can make skin concerns like hyperpigmentation even worse. A dash of diamond powder adds a natural subtle glow.

The new full-coverage moisturizer can be applied with your hands or IT’s new foundation brush for more coverage — both are available now at Ulta.

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IT Cosmetics Is Releasing a New Full-Coverage Moisturizer