IT Cosmetics unveils new four-in-one serum concealer
This concealer is created with input from plastic surgeons and dermatologists.
USA – IT Cosmetics, an American cosmetics brand, has launched “Do It All Radiant Concealer, ” a four-in-one serum concealer for flawless makeup coverage.
According to the company, the product offers medium coverage and is clinically proven to smooth wrinkles, plump, mask imperfections, hydrate the skin and enhance radiance.
The four-in-one serum concealer contains hyaluronic acid, vitamins B3(niacinamide), vitamins B5 and E, peptides and caffeine to brighten skin and lock in hydration for up to 24 hours.
Roseanne Fama, global vice president of product development at IT Cosmetics, stated, “The brand is addressing pain points associated with the 40-plus age group whose concealer products may work against their skin by settling into fine lines and wrinkles, making their skin appear older.”
To mark the launch, IT Cosmetics is showcasing its latest innovation through the “Conceal Mobile,” a national tour of various Southern and Midwest United States locations.
Beginning this April, consumers are encouraged to visit and test the product, comparing it with their preferred concealers.
Meanwhile, IT Cosmetics is introducing a new initiative called the IT Cosmetics Makeup Coaches, which will involve professional makeup artists testing and advising on product development to enhance quality.
The group will be led by Erica Taylor, a seasoned makeup artist who has been with the brand since its early days and specialises in consumers aged 40 and above.
This collective will collaborate with the brand’s advisory board of plastic surgeons and dermatologists to create transformative, natural-looking beauty products.
Following a similar approach to IT Cosmetics, Kosas has launched the new Cloud Set Mist spray.
It hydrates, smooths, and locks makeup in place, ensuring a radiant and natural look without stickiness or dryness.
This airy setting mist is 99.5% naturally derived, alcohol-free, and non-comedogenic, making it suitable for sensitive skin.
The formula includes unique ingredients like saccharide isomerate, trehalose, agave tequilana leaf and fruit extracts.
Clinical studies have shown significant improvements in hydration (+169%), skin texture (+100%), and reduced pore visibility over time after using the product.
According to the company, this mist is perfect for dry, normal, and combination skin types, and its ultra-fine spray ensures even application.
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