IT Celebration Illumination Foundation

Jamie Kern, IT Cosmetics Founder

Talk about American success stories!  Jamie Kern, is former news anchor, who started creating her own cosmetics when nothing would cover her Rosacea. With the advent of HD TV became the norm exposing every flaw, finding a fix became Jamie's passion

Fast forward 10 years, this past summer L'Oreal purchased IT Cosmetics, for over $1 billion dollars!!!  Allure did a great feature on Kern if you would like to read more about her inspiring tale.  I recently blogged about IT's new Bye Bye Eye Illuminating Waterproof Concealer (in Medium, which is nicely, on the light side.)  I am IN LOVE with it, and I am now using what's left on my finger pads as a shadow primer.)



I happened upon Jamie, doing what she does very well, on QVC one night...selling her brand.  I really appreciate that she uses models of all ages and ethnicity's to demonstrate her cosmetics on. What caught my attention???

The way every pore and flaw disappeared on every models, with just a few swirl of IT Celebration Illumination Foundation.  I am very much enjoying my Giorgio Armani Luminous Silk Foundation, but I thought, "wouldn't it be nice to have something portable, that might provide enough color in the "Tan" shade, than having to apply Stila 3 in 1 Bronzing Mousse on top of it?"

It Celebration Illumination Foundation
$34  at ULTA  (I purchased it on QVC and got the brush with it
for the bargain price of $48 for the set.)

THIS IS IT! IT Bye Bye Eye Under Eye Illuminating Waterproof Concealer

 Bye Bye Eye Under Eye Illuminating Waterproof Concealer

                                                           4 Shades $24

Okay, Okay, I know...I might be starting to lose some cred with all of you Lovelies about flip flopping about my favorite concealers.

I thought I was loving Tarte's Shape Tape, but I noticed lately that I was looking tired, midday, requiring a touch up.  It was almost like the concealer was breaking through.

When I was at Sephora the other day I asked Marlene, the Assistant General Manager for some recommendations; I wanted full coverage, but none of the creasing and caking.  She recommended a new product from IT Cosmetics Bye Bye Under Eye Concealer.  An upgrade that brightens, if both full coverage and waterproof.

I tried the Medium, which is on the lighter side, always my preference.  The creators recommend choosing Medium if you are unsure, since it's the most popular shade.