We’re only half way through, yet so far April has been an astoundingly exciting month for beauty launches, with the arrival of It Cosmetics to QVC UK topping the wishlist of many beauty lovers. I was fortunate enough to pop down to QVC HQ (as you do) last night for a thorough introduction to the range, and it’s safe to say I’m very happy us Brits now have access to it! It’s far, far too soon to review – it’s literally not even been 24 hours – but I wanted to give you a heads-up as tonight the products officially launch on to QVC, and I think you need to put aside a few minutes to get acquainted.
The UK launch of It Cosmetics is starting small, with a few key bestsellers to gentle ease us into getting to know the brand. As a very quick overview, the products are formulated with key and leading surgeons with the intention of creating products that enhance and “beautify” (hate that word, but it does relay the ethos of the brand really well) to ensure we look our natural best, rather than mask our beauty, and the products provide cosmetic and skincare benefits. I understand we’ll be getting a few new launches from the vast collection of It Cosmetics products every six weeks or so, but to whet your appetite, I highly recommend checking out the Bye Bye Under Eye Concealer, which can actually be used as a blemish concealer too (and, mixed with a moisturser, a foundation as well), the Vitality Flush Lipstick Trio – a lovely little edit of *extremely* flattering shades and the Brow Power Universal Pencil, a suits-all (or likely, “suits most”) shade that gives brilliant yet very natural definition. Have a look at the full intro range on the It Cosmetics QVC UK page here, and expect my more detailed thoughts on the products very soon.