The launch of IT Cosmetics on to QVC in the UK has made me very happy indeed. The reason I’m so delighted is that I’ve literally been waiting years for this to happen. If you rewind my twitter feed you will see some desperate pleas to IT Cosmetics asking how I can get hold of their products (this was after reading some ridiculously positive reviews on the US blogs and beauty forums).

Often when you have high hopes about something the reality can be a disappointment. Thankfully, this is not the case with the products I’ve tried so far from IT Cosmetics. In fact, a lot of them have actually exceeded my expectations and I now understand why the brand has become so big and popular in a relatively short time.

I’ve got a few in depth review posts coming up and I’ll go into more detail about the IT Cosmetics story in those but for now I’ll just make the following points which I think serves as a good introduction to the brand for newbies:

1. IT Cosmetics has been developed with plastic surgeons and dermatologists and the makeup contains skincare ingredients such as antioxidants, peptides, hydrolyzed collagen and hyaluronic acid. All products are 100% cruelty free.

2. It’a a very inclusive range and the products are suitable for all skin types (even the most sensitive), all skin tones and all ages.

3. The brand isn’t driven by beauty trends. The focus is on products that flatter and enhance natural beauty and also solve problems such as concealing discolouration etc.

Normally when I get a big selection of products to review from the same brand I review the ones I like best but on this occasion I’m going to try and review everything because it’s too hard to pick out favourites. For this post I’m going to concentrate on the Bye Bye Under Eye Concealer as it’s the product that launched IT Cosmetics into the big time…

Review Of The Bye Bye Under Eye Full Coverage Waterproof Concealer With Heavenly Luxe Dual Airbrush Concealer Brush

This concealer is like a multi-purpose magic eraser for the face. It’s great for under eyes and provides lasting coverage without caking, creasing or looking fake. However, it can also be used to hide any type of discolouration on the face too. It can even be used neat as a foundation. This gives more coverage than I feel I need so to create a base by mixing it with some moisturiser first. This is a new technique for me and I find it takes the guess work out of trying to match up concealer with foundation and gives a great even tone.

In the image below I’ve done a split face comparison. On one side I’ve used a mix of Bye By Under Eye Concealer and Avene Physiolift Day Emulsion  as my base and I’ve gone over the areas that need some extra help (under eye, around the nose, chin) with just the concealer.

QVC have paired the Bye Bye Under Eye Concealer with the Heavenly Luxe Dual Airbrush Concealer Brush and it really does make a difference when you use both together in terms of ease of application and finish. You use the flat end of the brush to ‘paint’ on the concealer and it’s really good at getting in the nooks and crannies such as right up to the lash line and around the nose. You then use the buffing end to get the airbrushed finish.

I was very impressed that the Dual Airbrush Concealer comes with lids for both ends and a bit you pull down first over the buffing end to protect it. It’s a small detail but I’ve always avoided double ended brushes in the past as you can’t stand them in a jar without one end getting squished.

Bye Bye Under Eye Concealer is very pigmented and a little goes a long way so always start off with less than you think you’ll need. It also has a smoothing effect on the skin and doesn’t look or feel heavy. It basically becomes like an even-toned second skin.

It comes in four shades – Light, Medium, Tan and Deep. If I was buying blind I’d go for the Light shade but, in fact, it would be too light for me and Medium is perfect. The shades are explained and demonstrated in the video clip on THIS PAGE.

Unfortunately, Bye Bye Under Eye Concealer sold out very quickly but you can go on the waitlist to reserve one for when they’re back in stock. It’s probably worth doing this as I wouldn’t be surprised if the next consignment is largely given over those who pre-ordered. You’ll also be able to get at the introductory price.

Bye Bye Under Eye Full Coverage Waterproof Concealer together with the Heavenly Luxe Dual Airbrush Concealer Brush are currently listed for sale at £23.63 and can be pre-ordered HERE.

Bye Bye Under Eye Concealer In Medium

Bye Bye Under Eye Concealer In Medium Mixed With Moisturiser