Waterlight, medium buildable coverage, natural radiant finish it’s your foundation for better looking skin! experience an better-looking complexion instantly, and better looking bare skin over time! your skin but better foundation + skincare features lightweight, medium buildable coverage that instantly improves the look of skin —minimising the look of pores and imperfections while delivering all-day hydration and wear with a natural radiant finish. Suitable for all skin types and infused with hyaluronic acid, aloe vera extract, vitamins e & b5 and hepes acid, your skin-loving foundation works behind the scenes as you wear it. It visibly evens the appearance of skin tone, and refines the look of skin texture. It’s truly your foundation for better looking skin!
Waterlight, medium buildable coverage, natural radiant finish it’s your foundation for better looking skin! experience an better-looking complexion instantly, and better looking bare skin over time! your skin but better foundation + skincare features lightweight, medium buildable coverage that instantly improves the look of skin —minimising the look of pores and imperfections while delivering all-day hydration and wear with a natural radiant finish. Suitable for all skin types and infused with hyaluronic acid, aloe vera extract, vitamins e & b5 and hepes acid, your skin-loving foundation works behind the scenes as you wear it. It visibly evens the appearance of skin tone, and refines the look of skin texture. It’s truly your foundation for better looking skin!
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last seen 11 Oct 2026
The lowest price we last saw for It Cosmetics Your Skin But Better Foundation + Skincare - Rich Cool 50 was $60.90 at Sephora.com.au (last seen 11 Oct 2026). Prices may have changed since.
The all-time low we recorded was $30.74 on 31 Aug 2024.
Prices last updated 11 Oct 2026.
It Cosmetics Your Skin But Better Foundation + Skincare - Rich Cool 50
Waterlight, medium buildable coverage, natural radiant finish it’s your foundation for better looking skin! experience an better-looking complexion instantly, and better looking bare skin over time! your skin but better foundation + skincare features lightweight, medium buildable coverage that instantly improves the look of skin —minimising the look of pores and imperfections while delivering all-day hydration and wear with a natural radiant finish. Suitable for all skin types and infused with hyaluronic acid, aloe vera extract, vitamins e & b5 and hepes acid, your skin-loving foundation works behind the scenes as you wear it. It visibly evens the appearance of skin tone, and refines the look of skin texture. It’s truly your foundation for better looking skin!
Waterlight, medium buildable coverage, natural radiant finish it’s your foundation for better looking skin! experience an better-looking complexion instantly, and better looking bare skin over time! your skin but better foundation + skincare features lightweight, medium buildable coverage that instantly improves the look of skin —minimising the look of pores and imperfections while delivering all-day hydration and wear with a natural radiant finish. Suitable for all skin types and infused with hyaluronic acid, aloe vera extract, vitamins e & b5 and hepes acid, your skin-loving foundation works behind the scenes as you wear it. It visibly evens the appearance of skin tone, and refines the look of skin texture. It’s truly your foundation for better looking skin!
Last updated at 11/10/2026 01:45:10
IT Cosmetics Your Skin But Better Foundation + Skincare Rich Cool 50
Free delivery
originally posted on ulta.com
I've used this foundation for over a month. I have older, combination skin. This foundation is more matte than I thought it would be. I always wear sunscreen. If I have a matte sunscreen, I must wear additional moisturizer so that this foundation isn't flat and dry looking. A dewy sunscreen doesn't work under it on my skin because it looks muddy, on me. My favorite sunscreen is EltaMD UV Physical. This foundation looks best over that sunscreen, even though the sunscreen is a little matte. This foundation feels like nothing on the skin, at it's best. It is dry to the touch and not sticky, but, again, that depends on the sunscreen under it. I don't think I'd recommend this foundation for very dry skin. I apply it after dotting one pump around my face. I use an IT ... MoreI've used this foundation for over a month. I have older, combination skin. This foundation is more matte than I thought it would be. I always wear sunscreen. If I have a matte sunscreen, I must wear additional moisturizer so that this foundation isn't flat and dry looking. A dewy sunscreen doesn't work under it on my skin because it looks muddy, on me. My favorite sunscreen is EltaMD UV Physical. This foundation looks best over that sunscreen, even though the sunscreen is a little matte. This foundation feels like nothing on the skin, at it's best. It is dry to the touch and not sticky, but, again, that depends on the sunscreen under it. I don't think I'd recommend this foundation for very dry skin. I apply it after dotting one pump around my face. I use an IT Cosmetics flat and fluffy foundation brush to blend it. I like it very much and recommend it for normal to oily types. It is very light coverage, but more than a tinted moisturizer. I personally prefer a light coverage foundation and I use concealer to dim my dark spots and under-eyes.
originally posted on ulta.com
I have tried many different brands of foundation from inexpensive to expensive and I would wear them for a while but they always felt heavy or oily and as I've aged they all seem to just cake and look heavy.I bought this somewhat skeptical because the description said "water light" . I assumed that would mean little coverage. Boy was I wrong.This foundation glides on with just a drop to cover my issues (redness, broken veins, large pores) and covers them beautifully. I apply with my fingers. I feel a brush would waste too much product with this formula. Even after applying a setting powder my skin feels like I'm wearing nothing. The coverage last all day and my oily skin stays was less oily with this foundation.I used the shade finder and the suggestion was ... MoreI have tried many different brands of foundation from inexpensive to expensive and I would wear them for a while but they always felt heavy or oily and as I've aged they all seem to just cake and look heavy.I bought this somewhat skeptical because the description said "water light" . I assumed that would mean little coverage. Boy was I wrong.This foundation glides on with just a drop to cover my issues (redness, broken veins, large pores) and covers them beautifully. I apply with my fingers. I feel a brush would waste too much product with this formula. Even after applying a setting powder my skin feels like I'm wearing nothing. The coverage last all day and my oily skin stays was less oily with this foundation.I used the shade finder and the suggestion was perfect. I usually wear light in the it cosmetics bye bye foundation cc cream and I got light neutral 20 in this and it was a perfect match.My new holy grail!
originally posted on sephora.com
This is literally the best foundation I've ever used and I've tried EVERYTHING! I recently wanted to find products that had non-pore clogging ingredients. I had been using Kosas for a while for my work from home foundation because of its skincare benefits, but it had some pore-clogging ingredients so I tried this instead and OMG!!! This has now become my holy grail foundation! It looks STUNNING on my combination skin and literally lasts all day which is insane as it is a serum foundation! I'm in awe of this stuff!! Never in my life has my skin looked so good and it has amazing skincare ingredients. I am combination skin (dry/oily) and very sensitive. I was dealing with a lot of texture/clogged pores and this has helped SO MUCH! I set it with the talc-free Laura ... MoreThis is literally the best foundation I've ever used and I've tried EVERYTHING! I recently wanted to find products that had non-pore clogging ingredients. I had been using Kosas for a while for my work from home foundation because of its skincare benefits, but it had some pore-clogging ingredients so I tried this instead and OMG!!! This has now become my holy grail foundation! It looks STUNNING on my combination skin and literally lasts all day which is insane as it is a serum foundation! I'm in awe of this stuff!! Never in my life has my skin looked so good and it has amazing skincare ingredients. I am combination skin (dry/oily) and very sensitive. I was dealing with a lot of texture/clogged pores and this has helped SO MUCH! I set it with the talc-free Laura Mercier setting powder and my skin looks flawless all day. Literally have never had a foundation last so long and look so good. I'M AMAZED! I hope it works for others as well as it works for me because I couldn't be happier!!
| Coverage | Buildable, Medium |
| Finish | Natural radiant |
| Form | Liquid |
| Skin Concern Targets | Pores, Imperfections |
| Subtype | Liquid Foundation |
IT Cosmetics Your Skin But Better Foundation + Skincare Rich Cool 50
Free delivery
I've used this foundation for over a month. I have older, combination skin. This foundation is more matte than I thought it would be. I always wear sunscreen. If I have a matte sunscreen, I must wear additional moisturizer so that this foundation isn't flat and dry looking. A dewy sunscreen doesn't work under it on my skin because it looks muddy, on me. My favorite sunscreen is EltaMD UV Physical. This foundation looks best over that sunscreen, even though the sunscreen is a little matte. This foundation feels like nothing on the skin, at it's best. It is dry to the touch and not sticky, but, again, that depends on the sunscreen under it. I don't think I'd recommend this foundation for very dry skin. I apply it after dotting one pump around my face. I use an IT ... MoreI've used this foundation for over a month. I have older, combination skin. This foundation is more matte than I thought it would be. I always wear sunscreen. If I have a matte sunscreen, I must wear additional moisturizer so that this foundation isn't flat and dry looking. A dewy sunscreen doesn't work under it on my skin because it looks muddy, on me. My favorite sunscreen is EltaMD UV Physical. This foundation looks best over that sunscreen, even though the sunscreen is a little matte. This foundation feels like nothing on the skin, at it's best. It is dry to the touch and not sticky, but, again, that depends on the sunscreen under it. I don't think I'd recommend this foundation for very dry skin. I apply it after dotting one pump around my face. I use an IT Cosmetics flat and fluffy foundation brush to blend it. I like it very much and recommend it for normal to oily types. It is very light coverage, but more than a tinted moisturizer. I personally prefer a light coverage foundation and I use concealer to dim my dark spots and under-eyes.
I have tried many different brands of foundation from inexpensive to expensive and I would wear them for a while but they always felt heavy or oily and as I've aged they all seem to just cake and look heavy.I bought this somewhat skeptical because the description said "water light" . I assumed that would mean little coverage. Boy was I wrong.This foundation glides on with just a drop to cover my issues (redness, broken veins, large pores) and covers them beautifully. I apply with my fingers. I feel a brush would waste too much product with this formula. Even after applying a setting powder my skin feels like I'm wearing nothing. The coverage last all day and my oily skin stays was less oily with this foundation.I used the shade finder and the suggestion was ... MoreI have tried many different brands of foundation from inexpensive to expensive and I would wear them for a while but they always felt heavy or oily and as I've aged they all seem to just cake and look heavy.I bought this somewhat skeptical because the description said "water light" . I assumed that would mean little coverage. Boy was I wrong.This foundation glides on with just a drop to cover my issues (redness, broken veins, large pores) and covers them beautifully. I apply with my fingers. I feel a brush would waste too much product with this formula. Even after applying a setting powder my skin feels like I'm wearing nothing. The coverage last all day and my oily skin stays was less oily with this foundation.I used the shade finder and the suggestion was perfect. I usually wear light in the it cosmetics bye bye foundation cc cream and I got light neutral 20 in this and it was a perfect match.My new holy grail!
This is literally the best foundation I've ever used and I've tried EVERYTHING! I recently wanted to find products that had non-pore clogging ingredients. I had been using Kosas for a while for my work from home foundation because of its skincare benefits, but it had some pore-clogging ingredients so I tried this instead and OMG!!! This has now become my holy grail foundation! It looks STUNNING on my combination skin and literally lasts all day which is insane as it is a serum foundation! I'm in awe of this stuff!! Never in my life has my skin looked so good and it has amazing skincare ingredients. I am combination skin (dry/oily) and very sensitive. I was dealing with a lot of texture/clogged pores and this has helped SO MUCH! I set it with the talc-free Laura ... MoreThis is literally the best foundation I've ever used and I've tried EVERYTHING! I recently wanted to find products that had non-pore clogging ingredients. I had been using Kosas for a while for my work from home foundation because of its skincare benefits, but it had some pore-clogging ingredients so I tried this instead and OMG!!! This has now become my holy grail foundation! It looks STUNNING on my combination skin and literally lasts all day which is insane as it is a serum foundation! I'm in awe of this stuff!! Never in my life has my skin looked so good and it has amazing skincare ingredients. I am combination skin (dry/oily) and very sensitive. I was dealing with a lot of texture/clogged pores and this has helped SO MUCH! I set it with the talc-free Laura Mercier setting powder and my skin looks flawless all day. Literally have never had a foundation last so long and look so good. I'M AMAZED! I hope it works for others as well as it works for me because I couldn't be happier!!
I used the Make Up For Ever Ultra HD Foundation in R330 for a few years, but it was discontinued. I also found my skin was changing in my late 40's and that I needed something more lightweight that wouldn't emphasize my lines. I had very high hopes for IT Cosmetics' Your Skin But Better Foundation. First, I found it difficult to find a good color match for my winter skin tone. I started too light with 20 Light Cool, then moved to 22 Light Neutral. I wasn't super thrilled with the match but didn't want to return a second time. Also, the texture feels off to me. I've tried it with Too Faced Hangover Replenishing Face Primer, but it just sat on top of my skin and never felt like it blended well despite trying my fingers, a brush and a sponge. I tried it with a few ... MoreI used the Make Up For Ever Ultra HD Foundation in R330 for a few years, but it was discontinued. I also found my skin was changing in my late 40's and that I needed something more lightweight that wouldn't emphasize my lines. I had very high hopes for IT Cosmetics' Your Skin But Better Foundation. First, I found it difficult to find a good color match for my winter skin tone. I started too light with 20 Light Cool, then moved to 22 Light Neutral. I wasn't super thrilled with the match but didn't want to return a second time. Also, the texture feels off to me. I've tried it with Too Faced Hangover Replenishing Face Primer, but it just sat on top of my skin and never felt like it blended well despite trying my fingers, a brush and a sponge. I tried it with a few other primer samples, and nothing really seemed to work. In the end, I blended it with the Anastasia Beverly Hills Luminous Foundation 230N, and it was okay enough to use that way. I may try to finish out this bottle, but don't plan to repurchase.
Wowza! I LOVE this foundation. I bought this because I wanted something with more coverage than what I usually use for certain days/events/nights out. My go to on most days is Ilia Super Serum Skin in Bom Bom. The IT Cosmetic in Light Neutral 22 is the perfect shade, and the shade range of this line is fantastic! The matte finish looks SO natural. A little goes a long way. The instructions for use suggest 1-2 drops. I can get full coverage with just one drop. And it covers the skin SO beautifully. I have noticeable, but not severe, rosacea. This foundation literally covers all my red patches and my skin tone is so perfectly even after applying this foundation. I apply it on clean skin since it’s also a treatment, and when I do that, I get the best results. However ... MoreWowza! I LOVE this foundation. I bought this because I wanted something with more coverage than what I usually use for certain days/events/nights out. My go to on most days is Ilia Super Serum Skin in Bom Bom. The IT Cosmetic in Light Neutral 22 is the perfect shade, and the shade range of this line is fantastic! The matte finish looks SO natural. A little goes a long way. The instructions for use suggest 1-2 drops. I can get full coverage with just one drop. And it covers the skin SO beautifully. I have noticeable, but not severe, rosacea. This foundation literally covers all my red patches and my skin tone is so perfectly even after applying this foundation. I apply it on clean skin since it’s also a treatment, and when I do that, I get the best results. However as an FYI, when I’ve applied it over moisturizer, I’ve had some slight pilling so I do recommend using it on clean skin like the packaging suggests. I don’t know about the “visibly better skin in two weeks” because I’ve only been using for about a week, but I can’t say enough good things about it as a foundation.
I consider myself difficult to find the right makeup as I'm a perfectionist and used to sell makeup back in the day. Recently I needed to find something that was NOT full coverage as I have gotten older and my job has changed to a more casual type of workplace. I tried 4 different tinted moisturizer types of makeup but realized that was not enough coverage. Out of frustration - I tried Your Skin but Better Foundation. I'm quite surprised and happy with the results. I did purchase Medium Neutral and had to return for the lighter color (they say if in doubt go a shade lighter - should have followed that rule to begin with). The lighter color is darn near perfect for me.The first day I tried it I used my normal moisturizer and I got too dewy too fast. Second day I ... MoreI consider myself difficult to find the right makeup as I'm a perfectionist and used to sell makeup back in the day. Recently I needed to find something that was NOT full coverage as I have gotten older and my job has changed to a more casual type of workplace. I tried 4 different tinted moisturizer types of makeup but realized that was not enough coverage. Out of frustration - I tried Your Skin but Better Foundation. I'm quite surprised and happy with the results. I did purchase Medium Neutral and had to return for the lighter color (they say if in doubt go a shade lighter - should have followed that rule to begin with). The lighter color is darn near perfect for me.The first day I tried it I used my normal moisturizer and I got too dewy too fast. Second day I tried it with the IT Primer and NO moisturizer. Voila...the perfect combination. I kept checking throughout the day and it lasted all day. My nose got a bit dewy but I'm in Florida at the moment and my skin has been a bit oiler than normal. At 64 years old - I'm not showing any t-zone anymore except for here in Florida. In Texas/Arkansas I don't see t-zone oil at all.I still love my MAC Face & Body Foundation as a lighter coverage but I'm pretty sold on this Your Skin But Better Foundation + Skincare as a bit heavier option.
I honestly took a chance on this. I used the app to get my shade and was nervous (because I've used something similar in the past with another company without much success). In regards to IT cosmetics, I have tried one of the CC cream foundations and it just didn't work great for me. It looked heavy and left me shiny and feeling it on my skin all day and it was very obvious in pics hat I had "something" on me. Not with this though! This is so light and natural looking. It evens out my skin tone and covers the imperfections without making me look like a mannequin. Great for my combination to oily skin now that I'm in my 40's.In this picture, it is a few hours after using just two pumps of the product on my foundation brush to blend on my face and adding a tiny bit ... MoreI honestly took a chance on this. I used the app to get my shade and was nervous (because I've used something similar in the past with another company without much success). In regards to IT cosmetics, I have tried one of the CC cream foundations and it just didn't work great for me. It looked heavy and left me shiny and feeling it on my skin all day and it was very obvious in pics hat I had "something" on me. Not with this though! This is so light and natural looking. It evens out my skin tone and covers the imperfections without making me look like a mannequin. Great for my combination to oily skin now that I'm in my 40's.In this picture, it is a few hours after using just two pumps of the product on my foundation brush to blend on my face and adding a tiny bit of setting powder. I've been doing chores and the picture is taken in natural to low lighting with no editing so you can see what it actually looks like if you have a similar skin profile to myself. Hope this is helpful. Shade is Medium Neutral 31.I def noticed improvement in my skin as well. I will be purchasing again.
Im age 68 and I've always bought inexpensive foundation makeup in the past, mostly because I'd rarely wear anything more than lipstick and eyeshadow. Nowadays though, I seem to be getting some age spots and rosacea, so I decided it was a good idea to start wearing foundation more often. As such, I decided to try a more upscale product and I found "It Cosmetics." I love the texture and it covers well while still being light on the skin both in amount and appearance. Also, the bottle has a tiny pump to disperse the product instead of a big blob like my former bottles.The only problem I had was finding the right shade. I already knew I was a cool color but I couldn't decide between the "Your Skin But Better" Light Cool 20 and Medium Cool 30. So I bought both. One's a ... MoreIm age 68 and I've always bought inexpensive foundation makeup in the past, mostly because I'd rarely wear anything more than lipstick and eyeshadow. Nowadays though, I seem to be getting some age spots and rosacea, so I decided it was a good idea to start wearing foundation more often. As such, I decided to try a more upscale product and I found "It Cosmetics." I love the texture and it covers well while still being light on the skin both in amount and appearance. Also, the bottle has a tiny pump to disperse the product instead of a big blob like my former bottles.The only problem I had was finding the right shade. I already knew I was a cool color but I couldn't decide between the "Your Skin But Better" Light Cool 20 and Medium Cool 30. So I bought both. One's a bit too dark, and the other a bit too light. I really need a shade that's right in between. I'm wondering if a neutral color would look good and I think I could find the right shade but I'm left wondering if a neutral would look good on a cool-color person.Otherwise, I am happy with the product and the price.
I have been using bye bye lines full coverage matte. I’m an in between shade so was mixing them, I saw this and thought I’d try it. I was able to get a much closer shade match so no more mixing. Points for that alone! It does provide fairly good coverage. Problem I have is first the bottle design! The pump clogs every time I use it even when wiped down this have ruined several blouses because product would squirt upwards or sideways and this stuff does not wash out easily! Second, it is very thin and oily. Even after applying powder it shines. And tends to bead up with the least bit of humidity leaving streaks. If you use primer it increases the shine. Oh and it transfer easily, be careful when hugging someone. I have been very happy with most of my IT! Purchases ... MoreI have been using bye bye lines full coverage matte. I’m an in between shade so was mixing them, I saw this and thought I’d try it. I was able to get a much closer shade match so no more mixing. Points for that alone! It does provide fairly good coverage. Problem I have is first the bottle design! The pump clogs every time I use it even when wiped down this have ruined several blouses because product would squirt upwards or sideways and this stuff does not wash out easily! Second, it is very thin and oily. Even after applying powder it shines. And tends to bead up with the least bit of humidity leaving streaks. If you use primer it increases the shine. Oh and it transfer easily, be careful when hugging someone. I have been very happy with most of my IT! Purchases and wear the brand pretty much exclusively. Very dissapointef that they’ve discontinued the bye bye lines serum just to make us buy three products to do the job it did with one. Looks like I’m back to mixing!
LOVE LOVE LOVE this! Highly recommend if you're looking for a new foundation. It lasts all day, looks extremely natural on the skin (no-makeup look right here), does not setting into pores or wrinkles, shade matches like a dream, and feels very comfortable on the face. In fact, it feels like you're not wearing any makeup which is a huge plus for me. I don't need to powder because it doesn't get oily (and I use sunscreen under this), but looks radiant. I think the best way to use this is just with fingers and it blends in just like a lotion would. ONLY downside is that the dispenser is messy, but I manage by keeping the bottle flat while pumping. Also it is marketed as medium coverage, which you can get by using more product, but it's definitely versatile and can be ... MoreLOVE LOVE LOVE this! Highly recommend if you're looking for a new foundation. It lasts all day, looks extremely natural on the skin (no-makeup look right here), does not setting into pores or wrinkles, shade matches like a dream, and feels very comfortable on the face. In fact, it feels like you're not wearing any makeup which is a huge plus for me. I don't need to powder because it doesn't get oily (and I use sunscreen under this), but looks radiant. I think the best way to use this is just with fingers and it blends in just like a lotion would. ONLY downside is that the dispenser is messy, but I manage by keeping the bottle flat while pumping. Also it is marketed as medium coverage, which you can get by using more product, but it's definitely versatile and can be applied super sheer/light instead. Can use subsequent layers to get fuller coverage
| Coverage | Buildable, Medium |
| Finish | Natural radiant |
| Form | Liquid |
| Skin Concern Targets | Pores, Imperfections |
| Subtype | Liquid Foundation |
