IT Cosmetics

“IT” (pronounced like the word, not the department) stands for “innovative technology,” the ethos behind the high-coverage skincare-focused makeup line that is now available for the first time in stores across Canada. Take its highly-sought-after Your Skin But Better CC+ Cream. “Most foundations start with a makeup-formula base,” explains co-founder and CEO Jamie Kern Lima, who started the company when she couldn’t find a product that would adequately cover her rosacea and not look cakey. “Our CC+ Cream was super-difficult to formulate because it started as a serum and then we infused full-coverage pigments and SPF 50+ physical sunscreen.”

Takeaway: Have redness you want to cover? This line is for you.


IT Cosmetics Brow Power Universal Eyebrow Pencil ($32), Bye Bye Pores Poreless Finish Airbrush Powder ($32) and Bye Bye Under Eye Full Coverage Anti-Aging Waterproof Concealer ($32), at


IT Cosmetics Your Skin But Better CC+ Cream with SPF 50+ ($49), at



To get hold of Emily Weiss’ three-year-old makeup and skincare line, Glossier, Canadians had to make a (totally worth it) pilgrimage to the brand’s NYC storefront—until now. In July, the community-driven line began its international expansion with shipping to Canada. Products are developed based on insight from readers of Weiss’ website, Into the Gloss—fan favourite Milky Jelly Cleanser ($22) was born from a thread asking what readers’ dream face wash would be. The latest addition to the line is Wowder, a powder that promises to set makeup and blur pores for a “matte not flat” finish.

Takeaway: Prefer your makeup to look barely there? This line is for you.


Glossier Cloud Paint ($22), Priming Moisturizer ($27), Birthday Balm Dotcom ($15),and Stretch Concealer ($22), at


Wowder ($27), at


This article originally appeared in the September 2017 issue of ELLE Canada.