IT Cosmetics Confidence in a Foundation review and swatches!

IT Cosmetics Confidence in a Foundation

You know what colors me happy? 48 shades of superior foundation. If you want to find the exact match to your particular skin tone and you also want full coverage that doesn’t look like a mask,  IT Cosmetics has got you covered! Confidence in a Foundation ($32) will most definitely have you feeling confident all day long. Once I figured out how to wear this foundation – there was a slight learning curve! – I haven’t stopped wearing it because it is truly fantastic stuff.

samples, affiliate links

I love a full coverage foundation that doesn’t look full coverage. I want something that conceals every sin but looks natural and youthful. Many full coverage foundations look so mask-like…thick, cakey, unnatural.  Yuck. IT Cosmetics Confidence in a Foundation is incredibly impressive because it covers everything – I mean everything – but it looks absolutely natural with a velvety matte finish. It wears all day long without cracking, fading, or oxidizing.

When I first tried it, I used WAY too much – it was a disaster! I think most people do this. One full pump is too much. A half of a pump is more than enough for a full face, full coverage. I use my Doll 10 BlendSmart Rotating Foundation Brush – I adore this thing and it is amazing for buffing out such a small amount of foundation evenly and seamlessly –

IT Cosmetics Confidence in a Foundation

and then I use the Heavenly Skin Skin-Hugging Foundation Brush #707 brush to smooth out the areas around my eyes and nose. The final effect is incredible. It really looks like I don’t have any makeup on – I just have absolutely perfect skin.

I think an important point here is that this is NOT a BB Cream or a CC Cream – this is a highly pigmented foundation. For the full effect, you need to prep your skin properly first – moisturize, then use a primer. I also use IT Cosmetics Bye Bye Undereye Concealer in a lighter shade under my eyes, then I apply the foundation. I finish it off with a dusting of loose powder to set. This gets the best results that look fabulous and last all day.

IT Cosmetics Confidence in a Foundation

  • Oil-free, velvet-matte finish foundation delivers up to 24 hours of coverage, hydration and confidence—in 48 shades!
  • Feels weightless on skin, covers the look of imperfections without cracking
  • Infused with ceramides, peptides, hydrolyzed collagen, hyaluronic acid and squalene

94% say product does not crack*
93% say product provides full coverage*
92% say product covers the look of imperfections*
90% say product feels weightless on skin*

Besides the fabulous full coverage formula, another selling point is the terrific range of shades available.  48 shades divided into five major categories:  Light, Medium, Tan, Rich, and Deep. When you think that most foundations have less than ten shades available, you can’t help but love IT Cosmetics for their dedication to options.

You can go to Ulta to test the shades in person or try online charts. IT Cosmetics will also help you find your shade if you tell them what shade you currently wear in other brands. Here are some swatches for you – Marcia wears the two lightest shades, Light Ivory and Light. I wear Medium, Medium Nude, and Medium Natural when I faux tan.

IT Cosmetics Confidence in a Foundation

IT Cosmetics Confidence in a Foundation

I think the shade options are truly fantastic and I love the versatility of the shades – since I am neutral I am able to wear several different ones. Those of you who have finicky skin have pretty good odds of finding the exact perfect shade just for you.

I have nothing but RAVES for IT Cosmetics Confidence in a Foundation – this goes on my Holy Grail of foundations list. Way to go IT Cosmetics!! And hey, here is some great news – IT Cosmetics has their Friends and Family sale coming up from April 9 through April 13th.  It’s a great time to stock up on some Confidence in a Foundation!  – Lisa

OFFER: 20% Off Any $30+ Order


***PLUS your choice of a FREE Superhero Eyeshadow Palette in either DAY or NIGHT shades with any $50 order

DATES: 4/9 – 4/13 (extended day 4/14)


  1. I am so glad to see that they have a good range of shades from which to choose!

  2. Ehmkay Nails says

    48 shades is amazing. That’s really a solid range to fit any skin tone.

  3. I was wary of this foundation because it is full coverage and matte, two things I tend to avoid. I do like to hear that it doesn’t crack or look flat and cakey, it may well be worth a shot. I think that I’d need to mix the Light Ivory and Light to get a match, tho.

  4. So glad they launched an array of shades with this – and glad to hear it is a win. I want to try it!

  5. I’ve been wanting to try this and they are supposed to be sending it but it hasn’t arrived yet.

  6. SO impressed with this launch and the shade range!

  7. Find the right shade is always a challenge for me. Hope there’s one out there for me

  8. I mean finding the right shade…

  9. I love how a little bit of product goes a long way with it cosmetics!

  10. Nice to know about a full coverage foundation that looks natural! I need this because I have prominent capillaries on my nose, but yet fine lines. So coverage can be tricky for me.

  11. I am glad this foundation worked out well for you. I have been looking for a new foundation and I will be going to Ulta to test the new It foundation out. Thanks for all the tips.

  12. I love It! I will have to head over to Ulta and find my perfect match!

  13. 25 Sweetpeas says

    What a range! How awesome!

  14. This sounds like such a perfect formula!

  15. IT is great!! I received that same foundation PR mailer and I’ve been wearing it to work a lot of weekdays!

    xoxo A

  16. Overall, I’ve heard some great things about IT Cosmetics! I love that they have a range of shades in this collection, which is something that beauty brands unfortunately don’t always take into account.

  17. I have been seeing so many great things about this foundation but have yet to try it. I am a full coverage type of girl as well but don’t want to look like a cake face. Great review!!

  18. I never tried a brush for foundation! Maybe I should invest one for better application!

  19. I’m impressed that they have so many shades – I’ll have to stop into Ulta and see what works for my skin!

  20. I need to sample this. I generally stay away from full coverage foundations but once in awhile I like to do a full glam look and it seems the shades go light enough for me.

  21. Jen Walker says

    I checked these out, and unfortunately they don’t have my shade. With full coverage, this would never work for me unfortunately.

  22. Looks like Light Ivory might be my match!