IT Cosmetics Confidence in a Foundation Review

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My love for IT Cosmetics runs deep and it all started with the brands foundation products. When they launch something new foundation wise not only do I get excited to try it, I hold it to high standards.

When I saw that IT Cosmetics was launching an entirely new foundation called Confidence in a Foundation, yes, I was excited to try it, but I was a bit held back.

You see, I am so smitten with the original CC+ Cream and Confidence in a Compact and I rarely stray from those products except for special occasions. Let me explain my reservations.

First, I don’t wear a full-on foundation product everyday. I simply don’t have the need for full-on glam makeup everyday and most foundations don’t have a ton of skincare benefits built into them like CC+ Cream does. Second, I read that Confidence in a Foundation was said to have a matte finish and with my dry skin and fine lines, I need to be careful.

IT Cosmetics Confidence in a Foundation Review
IT Cosmetics Confidence in a Foundation

Well, both of those statements couldn’t be further form the truth once I learned more about Confidence in a Foundation and gave the foundation a try. Not only is the foundation infused with skincare, what they are calling a velvet matte finish is more of a natural finish and silky in my opinion.

Read Also: IT Cosmetics CC+ Cream Matte Review

As far as the skincare infused into the skincare, the major players are ceramides, peptides, hydrolyzed collagen, hyaluronic acid plus squalane. All of this works seamlessly together to give skin pretty full coverage with a lot of pigmentation.

It is a breathable foundation that feels silky and almost velvety as it glides onto skin. It actually feels hydrating and never looked or felt matte on me.

IT Cosmetics Confidence in a Foundation Review
IT Cosmetics Confidence in a Foundation Review

I didn’t need much foundation at all to achieve full coverage and the coverage lasted all day long. I don’t think that it particularly accented fine lines or wrinkles, but it didn’t blur them like CC+ Cream or Confidence in a Compact do.

I tested Confidence in a Foundation alone, with a few different primers, setting spray and without and no matter which way I used it, I had an all-day finish. I never had to powder, which was a nice benefit.

I applied it with this sponge and the recommended Heavenly Skin Skin-Hugging Foundation Brush #707. At this point, I would say my favorite way to apply is with the brush and then blend out a bit with the sponge. It is so full coverage and I don’t regularly wear such a full coverage product, as I mentioned, so the sponge helps to sheer it out a bit.

Heavenly Skin Skin-Hugging Foundation Brush #707
Heavenly Skin Skin-Hugging Foundation Brush #707

There are 48 shades to choose from, in 4 color color families and IT did a great job at breaking down the shades into Cool, Neutral and Warm shades. With that said, I still haven’t found my perfect shade and have been mixing. I have been self-tanning and matching my neck with a paler face is always a challenge for me, so it is more of my issue. I need help from a professional which I plan to get at ULTA. I do want to find my shade and keep it in my collection because it’s a nice one. I find it quite similar to Armani Luminous Silk Foundation, but with a bit more coverage and less of a luminous finish if that makes sense.

UPDATE: IT Cosmetic’s has decided to pull Confidence in a Foundation and no longer sells this product claiming it is “off brand”. I am a bit confused by this and cannot uncover any further information. For this reason, I must recommend that you purchase this instead of the foundation, as it is no longer available. All links have been updated.