Makeup Reviews

IT Cosmetics Confidence in a Foundation Liquid Foundation Review

IT Cosmetics Confidence in a Foundation Liquid Foundation Review
Product Description
Plenty of people could use a little bit of a confidence booster, and IT Cosmetics wants to give it to them. With their Confidence in a Foundation, the brand doesn’t quite hit the huge home run that it was perhaps swinging for with this product, but it certainly did leave a good impression in our minds. The best thing about this product is that it’s simultaneously full coverage and lightweight, which is rare in many foundation formulas, but works just well enough for this one. We definitely have our objections to the way the product performs throughout a very long day, but generally, we really did enjoy trying out this product, and we might just reach for it again.
Ease of Application
Wear Time
Value for Money
Reader Rating0 Votes
Medium to full coverage
Comfortable finish
Moderate environmental resistance
Difficult to get exact color match
No oil control
May settle into fine lines during long wear

The way you feel about how you look can be a key element in finding your confidence for the day. With Confidence in a Foundation, IT Cosmetics wants you to feel the best you can so you can find at least some of the self-esteem you need in order to get through your day. For the most part, the brand’s attempt goes by pretty smoothly, barring a few notable issues here and there.

What initially surprised us about this product was the coverage. Sure, it states in its product description that it does provide some full coverage action, but part of us took that more as an exaggeration—and how wrong we were to think so. Yes, this foundation provides plenty of coverage which is great for undesirable blemishes or regions of the face. Now, since it did provide such full coverage, we were then expecting that it’d feel heavy on the face—like you’re almost hyper-aware that you’re wearing makeup at all times—but yet again, we were proven wrong. On top of getting great coverage out of this product, this product is also quite lightweight on the skin, and absolutely breathable, which is important for more extreme environmental conditions, which brings us to our next point. This product does such a great job of staying intact despite the heat, humidity, and even wetness. And of course, it stayed great-looking with its nice, smooth, velvet matte finish.

On the other hand, we found ourselves struggling to get an accurate color match from this line. Despite having a wide shade range, getting the right shade can be tricky, especially if you’re not swatching the product in person. We’re also a little bit disappointed that this product doesn’t have sufficient oil control. While it doesn’t cause oil to eat the product off, it can’t really control the shine on its own, which makes it look a little too dewy at the end of a long day. Also, if you’re in for a long day, beware of this product settling into fine lines, and creasing in areas you didn’t even know had creases.

For us, this product is definitely something we want to see more of, just to see how much more it’s able to do. There’s just so much potential in its formula, even alongside the issues that it has to carry.

SUITABLE FOR: All skin types, but especially normal to dry skin.

Other Information

  • The IT Cosmetics Confidence in a Foundation is available in 48 shades.

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