The Fenty Effect may officially be happening. Rihanna's 40 shades of foundation could be forcing brands to reevaluate their range and update for more inclusion. While there's no true way to prove a ...

With the necessary social media outcry for more inclusive shade offerings from cosmetics brands, fans are putting more and more pressure on brands to do better when it comes to releasing new ranges.

It’s an Ulta bestseller, but don’t call it a foundation. It Cosmetics Bye Bye Foundation ($39.50) is a full-coverage moisturizer with SPF 50+. But still, I wondered: Is it worth the hype? Billed as a ...

What is the best It Cosmetics foundation? It Cosmetics is a beauty brand founded in 2008 by American entrepreneur Jamie Kern Lima. The “IT” in the name stands for innovative technology — the brand ...

The beauty industry has turned a over a new leaf. Just about every major brand now has inclusion and diversity as top priorities — and IT Cosmetics' Bye Bye Under Eye line is now no different.