It Cosmetics Launches New Skin Tint for Women Over 40
It Cosmetics is bringing forth an innovative product tailored specifically for women over 40, marking a significant expansion in its lineup of hero essentials. Dubbed the "Do It All Sheer Tint Face Balm," this new skin tint combines cutting-edge skincare with makeup, bringing together radiant pigments and a high concentration of beneficial ingredients—92% to be exact. These ingredients include Vitamin E, collagen peptides, glycerin, and hyaluronic acid, all aimed at enhancing skin health while providing a light, radiant finish. Priced at $34, this unique balm will be available exclusively at Ulta Beauty in 15 shades, reflecting the brand’s commitment to inclusivity and accessibility.
Maude Brunschwig, the global brand president of It Cosmetics, emphasized that the product’s development was a direct response to the evolving needs of women. Recognizing that many women found traditional foundations unsatisfactory, especially during transitions like perimenopause and menopause, the brand consulted with its advisory board comprised of dermatologists and plastic surgeons—all women over 40. This approach revealed a clear demand for products that offer increased hydration, catering to skin that changes as we age. Brunschwig stated, “We took all these insights from the doctors, from their patients, to create something that will resonate with the skin and the way your skin is changing before your eyes.”
The Do It All Sheer Tint Face Balm sets itself apart from It Cosmetics’ earlier products, notably the popular CC+ Cream, by offering a lighter finish with less coverage. While the CC+ Cream is known for its robust coverage, this new balm behaves more like a tinted moisturizer, providing a fresh and forgiving texture. What’s more, the product does not contain SPF, making it somewhat different from its predecessors. Brunschwig explains the balm’s identity as a “different makeup finish,” one that correctly marries skincare benefits with makeup without overwhelming the skin.
Interestingly, while many balms tend to leave a greasy residue, the Do It All Sheer Tint Face Balm is designed to be non-occlusive and hydrating. The unique formulation is a hot pour emulsion, which contributes to a fresh, moisture-intense finish without the heaviness often associated with balms. Brunschwig highlighted that “ours has this fresh hot pour emulsion, so it’s much more hydrating and mistake-proof than classical pours,” emphasizing the product’s innovative qualities.
To further resonate with its target demographic, It Cosmetics has partnered with actress Jennie Garth, known for her role in "Beverly Hills, 90210." Garth embodies the essence of the product, expressing that “As I’ve gotten older, I am at the place where I want to let my skin shine through.” She appreciates the ability of the balm to perfect her skin while allowing her natural beauty to shine, offering a plumper, hydrated look without compromising authenticity. Her perspective underscores the brand’s intent to cater specifically to women who desire a blend of skincare and effortless makeup.
Looking ahead, It Cosmetics is dedicated to prioritizing the skincare and makeup needs of women over 40, with plans to continue evolving its offerings until 2026. Brunschwig’s commitment to “give skin confidence to all” highlights an overarching goal to empower women through cosmetics that enhance their natural beauty while being supportive and caring. The launch of the Do It All Sheer Tint Face Balm is just the beginning in a continued effort to foster an inclusive beauty landscape that celebrates authenticity.