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IT Cosmetics Introduces First Solid Serum Foundation

It delivers skin care benefits

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By: Marie Redding

Senior Editor, Rodman Media

IT Cosmetics has launched a solid serum foundation — Confidence in a Compact. It is a first of its kind, the company says.

The solid serum is a full coverage makeup product that also delivers skin care benefits and SPF 50+. The brand describes it as
a ceramide cream, and it includes hydrolyzed collagen, hyaluronic acid, squalane, antioxidants.

It also contains the brand’s proprietary Anti-Aging Armour Regenerative Concentrate, which claims to help boost the skin’s natural regenerative cycle. Activated upon contact, this ingredient “immerses your skin in moisture, restores visible radiance, reduces the look of pores, discoloration, lines and wrinkles, and improves the look of firmness,” the brand says.

The Packaging

It Cosmetics’ Confidence in a Compact is packaged in an airtight compact. The package has an inner cover that seals the makeup in its own compartment, which keeps it fresh and airtight. It includes a sponge applicator, and a mirror on the inner lid. 

The compact is white, with a shiny silver lid embossed with the brand’s logo.

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