Just when you were probably starting to think that Sephora's offerings couldn't get any better (see: last week's announcement that the retailer would begin selling ColourPop), they did. For the first time, It Cosmetics, the rapidly growing, overwhelmingly successful L'Oréal-owned brand that melds skin-care with cosmetics is officially available at the retailer. Helmed by CEO Jamie Kern Lima (who also serves as the public face of the brand, often making appearances on QVC), It Cosmetics is known for messages of empowerment and confidence, as well as results-driven products that offer treatment and coverage in one.
Until now, It Cosmetics had sold primarily at Ulta, QVC and direct-to-consumers via its website, so its entrée into the Sephora lineup is a significant one. But Sephora's offerings will include only a selection of the brand's full product range, so QVC and Ulta will likely maintain exclusives on certain items going forward.
If you're not already acquainted with the It Cosmetics brand, hurry on up, because it's legit. It's the maker of my favorite brow pencil and go-to undereye concealer, among plenty of other reliable items. To help you navigate Sephora's latest addition, I've rounded up a selection of the 9 best It Cosmetics you can scoop up right now in the gallery below.
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