IT Cosmetics rolls out Do It All Radiant Concealer
IT Cosmetics is debuting a new complexion product.
The new Do It All Radiant Concealer is a 16-hour wear concealer that does not settle into fine lines, the company said.
Designed to plump wrinkles, conceal imperfections, hydrate the skin and brighten dullness, the concealer’s formulation contains a multivitamin serum that also aims to improve the skin’s hydration, texture and radiance.
"Finding a concealer that truly "does it all" can be a pain point for consumers, especially those with mature skin. Many concealer formulas are too dry, lack skincare benefits and often crease into fine lines," says Roseanne Fama, IT Cosmetics global vice president of product development. "Our Do It All Radiant Concealer is a hybrid skincare concealer that offers consumers, especially those 40+, a solution they don't need to settle for. It's formulated with Hyaluronic Acid and Polyglutamic Acid to instantly hydrate and plump skin as well as amino-acid coated pigments for instant blend-ability, buildable coverage and crease-proof wear. Formulated with a combination of multi-vitamin serum with vitamins B3 (niacinamide), E, & B5 plus caffeine and peptides, it is clinically-tested to brighten and smooth away lines while it plumps and hydrates."
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To coincide with the launch of this new product, IT Cosmetics also announced the formation of the It Cosmetics Makeup Coaches. The collection, made up of makeup professionals, will advise on and test new products during the development process, the company noted.
The group will be led by professional makeup artist Erica Taylor, who will serve as the IT Cosmetics’ Global Makeup Coach.
"I'm thrilled to be joining IT Cosmetics as its Global Makeup Coach and leading this new collective of makeup experts. Most people don't realize that I was one of the brand's original employees back in 2010, and IT Cosmetics has remained near and dear to my heart ever since," says Taylor. "Their products are staples in my kit, and the new Do It All Radiant Concealer is just the latest revolutionary makeup product from IT Cosmetics that I love and I can't wait to be part of what's next."
Shoppers may purchase the Do It All Radiant Concealer for $30 at major retailers including Ulta Beauty, Amazon, Sephora, Macy's and Itcosmetics.com.
