IT Cosmetics Skincare Guide: What to Buy for Your Skin Type

IT Cosmetics is a US prestige beauty brand founded in 2008 by Jamie Kern Lima and Paulo Lima, and L'Oréal has owned it since 2016. It began in complexion makeup, and its skincare centers on the Confidence family of moisturizers, which mix niacinamide, peptides and ceramides. For most people the useful buys are Confidence in a Cleanser, a Confidence moisturizer matched to skin type, and a separate sunscreen.

Before you buy, you can scan the jar's barcode or photograph its label with the ingredient scanner in Pori to check the formula against your skin type. Pori highlights ingredients to watch; it does not diagnose skin conditions.

This guide covers who owns IT Cosmetics, what its skincare is known for, the main lines, which products suit which skin type, prices and the catches. We compared published ingredient lists, brand claims and listed prices; we did not test these products on skin. Prices are Ulta list prices as of November 2026.

Who owns IT Cosmetics?

L'Oréal. In July 2016 it signed an agreement to buy IT Cosmetics for $1.2 billion in cash, its largest acquisition in about eight years at the time. The brand had $182 million in net sales in the year to June 2016, up 56%. Before the deal, TSG Consumer Partners held a minority stake.

IT Cosmetics joined L'Oréal Luxe, the division that also runs Lancôme, Kiehl's and Youth To The People. It kept its base in Jersey City, New Jersey. Jamie Kern Lima, a former TV news anchor, co-founded the company with Paulo Lima and was its CEO when it was sold.

What is IT Cosmetics skincare known for?

Most shoppers know IT Cosmetics for its CC+ complexion products, which are makeup with SPF. On the skincare side, the hero is Confidence in a Cream, a moisturizer that IT says suits all skin types, including dry and sensitive. The formula leads with water, glycerin and niacinamide, then adds squalane, shea butter, ceramide NP, colloidal oatmeal and two peptides, palmitoyl tripeptide-1 and palmitoyl tetrapeptide-7.

That recipe repeats across the range: hydrators, barrier lipids, niacinamide and peptides in a cushiony texture. The trade-off is fragrance. Confidence in a Cream lists parfum plus linalool, limonene and citral, and the Beauty Sleep night cream has a lavender scent. If your skin reacts to fragrance, that is the main thing to know about this brand.

What are IT Cosmetics' main skincare lines?

• Confidence: Confidence in a Cleanser, Confidence in a Cream, Confidence in a Cream Barrier Boost, Confidence in a Gel Cream, Confidence in Your Beauty Sleep Night Cream and Confidence in an Eye Cream.
• Bye Bye serums: single-purpose serums at $36 each, named for what they target: Bye Bye Pores (glycolic acid), Bye Bye Dark Spots (niacinamide), Bye Bye Breakout (salicylic acid), Bye Bye Redness and Bye Bye Lines (hyaluronic acid).
• Bye Bye Makeup: a 3-in-1 cleansing balm ($47) for removing makeup.
• Hello Results: a daily retinol serum-in-cream.
• Sun: Hello Sunshine Invisible Sunscreen for Face SPF 50.

Which IT Cosmetics products suit my skin type?

Cleanser: Confidence in a Cleanser

This is a sulfate-free hydrating face wash with ceramides and hyaluronic acid, which IT markets as a cleanser and serum in one. It lists from $16 for a travel size to $35 for 5 oz. The serum claim is marketing: a wash rinses off within a minute, so look at it as a gentle cleanser that won't strip. If you wear long-wear makeup or sunscreen, the Bye Bye Makeup balm can go first; see how to double cleanse.

Dry or normal skin: Confidence in a Cream

The 2 oz jar costs $49, with sizes from $19 (0.5 oz) to $74 (4 oz). Niacinamide sits third on the list, so it is present in a real amount. IT says testing found it non-comedogenic, and it has no SPF. The Barrier Boost version ($49) is pitched at skin barrier repair. Read peptides in skincare before paying for the peptide claims: the evidence for cosmetic peptides is thinner than for niacinamide or ceramides.

Oily or combination skin: Confidence in a Gel Cream

The oil-free Gel Cream ($49) swaps the shea and squalane richness for a lighter texture. IT lists zinc PCA to improve the look of large pores, plus an oil-absorbing ingredient it calls Air Licium and a PHA, a mild exfoliating acid. Our guide to moisturizers for oily skin compares cheaper gel creams.

Night: Confidence in Your Beauty Sleep

The night cream costs $52 for 2 oz on Ulta, with sizes from $19 to $79. It combines sodium hyaluronate, ceramides, adenosine, jojoba oil and dimethicone with two mild exfoliating ingredients, capryloyl salicylic acid and lactic acid, near the end of the list. It also contains fragrance plus linalool, limonene, citronellol, geraniol and citral. Ulta lists it as suitable for all skin types, and some reviewers with sensitive skin still report irritation. For a fragrance-free night cream with niacinamide and peptides at under half the price, CeraVe's Skin Renewing Night Cream is the obvious comparison.

Are the IT Cosmetics Bye Bye serums worth it?

The Bye Bye serums are easy to shop because each is named for a single concern. At $36 each, they cost more than single-ingredient serums from The Ordinary or The INKEY List, and IT doesn't put the acid percentages in the product names, so strength is hard to compare. Pick one serum for your main concern instead of layering several. Bye Bye Pores (glycolic acid) and Bye Bye Breakout (salicylic acid) both exfoliate, and using both with the Beauty Sleep cream piles acids on top of acids. Our AHA vs BHA guide explains which one fits which skin.

What about IT Cosmetics retinol?

Hello Results Wrinkle-Reducing Daily Retinol Serum-in-Cream pairs free and encapsulated retinol with niacinamide and vitamins B5 and E. IT says it is suitable for daily use, and suggests very sensitive skin start twice a week. When we checked in November 2026, it was missing from Ulta's IT Cosmetics skincare listing, so check availability before building a routine around it. Whatever retinoid you use, start slowly; retinol for beginners has a schedule, and best retinol serums for beginners lists alternatives.

Does IT Cosmetics have a good sunscreen?

IT's face sunscreen is Hello Sunshine Invisible Sunscreen for Face SPF 50, which Ulta lists from $20 to $50 depending on size. SPF 50 meets the American Academy of Dermatology advice of broad-spectrum SPF 30 or higher. The CC+ products also carry SPF, but most people apply far less foundation than the amount used in SPF testing, so treat makeup SPF as a bonus layer on top of a real sunscreen. See how much sunscreen to use.

What should I watch out for with IT Cosmetics?

• Fragrance. The two best-known moisturizers contain added fragrance and several fragrance allergens. If you have reactive skin, read our guide to fragrance and essential oils and patch test first.
• Price per ounce. Confidence in a Cream costs about $24.50 an ounce in the 2 oz jar. Drugstore moisturizers with niacinamide and ceramides cost a fraction of that; our drugstore vs luxury guide covers the trade-offs.
• "Anti-aging" means cosmetic. Claims such as improving five signs of aging in seven nights come from brand-run testing. Sunscreen and a retinoid have stronger evidence for lines than any moisturizer.
• Gift sets and minis. IT sells many sets, and minis cost more per ounce. Check the size before comparing prices.
• Product churn. Lines get renamed or pulled, as with Hello Results at Ulta. Match products by ingredient list rather than by name.

Is IT Cosmetics good for sensitive skin?

Sometimes. IT says Confidence in a Cream suits dry and sensitive skin, and its base of glycerin, ceramides, colloidal oatmeal and niacinamide is a gentle one. The fragrance is the sticking point: fragrance is one of the most common causes of cosmetic contact allergy. If your skin is reactive, a fragrance-free brand is the safer default; see our list of fragrance-free skincare brands. If you get a rash, stinging that lasts or swelling, stop and see a dermatologist.