Cult beauty brand It Cosmetics has arrived on the UK high street

It Cosmetics. If you haven’t heard the name before, prepare to see it everywhere, as it’s just arrived on the British high street.

The cult beauty brand, coveted by beauty editors and influencers alike, has technically been available to buy online and through shopping channels in the UK since 2017, but is also now available to buy at Boots, spawning a whole host of new fans of their much-raved about products.

It Cosmetics was founded by Jamie Kern, who suffers with rosacea, and worked with a team of expert plastic surgeons and dermatologists to develop make-up, skincare and brushes that ‘help cover and correct hyperpigmentation, redness, discolouration and signs of aging.’

The hero product? The Bye Bye Under Eye Concealer (£23.50), which comes in a range of six shades, sold out within 10 minutes of launching on QVC, and is a favourite of reviewers who praise its full coverage and long-lasting formula.


‘It really works. Had natural dark circles all my life, it hides them well and goes on slightly dewy. It’s not too matte, so doesn’t cake,’ one wrote. ‘The tiniest bit goes a long way too. I’m so impressed.’

‘This is the best concealer I have EVER used. It’s fantastic as is the whole range. Super dooper excited that Boots are now selling,’ agreed a second.

However, the brand’s bestseller list also spans base, brows, eyes and powder – from the Superhero Super Black mascara  (£19), which gives volume, length and stretch in just one coat, to the Bye Bye Pores Pressed Powder (£25), the ultimate pore-blurring, anti-shine solution.

Whatever you choose to try first, you can also rest assured that your purchase is supporting a company with heart – since its incarnation, the company has donated over $24 million in products to cancer support charity Look Good Feel Better. Plus, for every Brow Power pencil or Love Beauty Fully Brush that is purchased, another is donated to the cause.