How IT Cosmetics’ New Primer Does More Than Just Keep Your Makeup In Place


When you're running around this summer having fun — or more realistically, just trying to get through most days without losing your cool — the very last thing you want to worry about is your makeup sliding down your face the moment you inevitably start sweating. The key to making your foundation stay fixed in place? An effective primer that provides plenty of staying power. Enter IT Cosmetics' Your Skin But Better Primer, a lock-it-down primer that also includes essential skin-loving ingredients for a more even, dewy face. Just like the same suggests, it's your skin except, well, better.

Widely popular beauty brand IT Cosmetics has build quite the reputation for creating effective makeup and skincare products for every step in your routine. Beauty buffs swear by its anti-aging line of products (like this top-rated eye cream) just as much as they do the brand's wide range of makeup (including this multi-tasking, best-selling CC cream).

And now, it's bringing you a new buy to fall in love with: the Your Skin But Better Primer. IT Cosmetics' newest primer, which joins the same line as the aforementioned five-star CC cream, promises to extend the wear of your makeup — so it's exactly what you need in your makeup bag this summer.

And on top of locking your go-to face makeup into place (aka, ensuring you won't see major melting by your midday lunch break), the oil-free formula, $39, is packed with skin-loving ingredients including glycerin, bark extract, and ginger root. Glycerin helps your face retain moisture so skin won't try to play catch up by producing excess oil, and bark and ginger root extract work to refine and smooth the surface of your skin so you've got an ideal canvas for makeup.

The new long-lasting primer has already racked up near-perfect ratings on IT Cosmetics' and Sephora's sites, with reviews coming in that praise its moisture-protecting and smoothing powers. Plus, since the primer is filled with natural actives that even skin by refining pores, you can actually expect to see a gradually smoother complexion with continued use. You can even opt to use the Your Skin But Better primer alone on more low-key days for an extra hydration boost that brings out your natural radiance.

A little goes a long way with IT Cosmetics' summer-proof primer. After your skin care routine (including moisturizer), apply a small amount in a thin, even layer to your face ahead of foundation or CC Cream and the rest of your makeup. The magnet-like formula will instantly lock everything in place, and keep it there until you wash your face at the end of the day.

Avoid summer's messiest makeup concern by snagging a tube of IT Cosmetics' latest launch, below.