Leave it to It Cosmetics to come out with my staple foundation. IT COSMETICS Confidence In A Foundation ($32/1oz @ itcosmetics.com, sephora.com, ) keeps the confidence going and they claim up to 24-hours. 24 hours? I’m not sure how they test that trait out. I mean, do they actually have test subjects wear the foundation for up to 24-hours to see how it wears? And when do they consider the time is up on wear-time? All things that make you go hmmmm…

 

So in the real world, how does this wear? It’s full-coverage for sure, gives me a nice looking velvet finish  and I actually have to be care not to apply too much – 1 pump is plenty in this case, as shown in the picture. I used their Heavenly Skin Skin-Hugging Foundation Brush #707 ($42 @ itcosmetics.com, ulta.com) to blend it all in, and was good for the whole day. Actually, here is my routine to get a full 10 hours - SPF, moisturizer, primer, foundation with a brush, then I work a damp Beauty Blender all around to continue blending the color in seamlessly.

Other traits about this foundation – it’s oil-free, available in 48 shades (10 in the Light family, 10 Medium, 10 Tan, 10 Rich, 10 Deep). Contains ceramides, peptides, hydrolyzed collagen, hyaluronic acid and squalene.

Disclosure: Samples of these items were provided for review purposes.