It Cosmetics

Health & Beauty · Makeup & Cosmetics

It Cosmetics Germany sells color cosmetics and problem-solving skincare hybrids: full-coverage CC creams, concealers, mascaras, anti-aging serums and brushes. Price points sit in the upper-mid range (€25-€45 for complexion heroes, €15-€30 for color items). Products are available on the German e-commerce site, major beauty e-retailers, and in Douglas, Müller and selected pharmacies, giving the brand true omnichannel reach. Every formula is developed with plastic surgeons and dermatologists, advertised as hypoallergenic, fragrance-free and cruelty-free; many items carry clinical tests rather than just claims. The bestselling CC+ Cream combines SPF 50+ with color-correcting pigment, while “Your Skin But Better” complexion products and “Superhero” mascara have achieved cult status through before-and-after demonstrations and QVC-style tutorials. The core buyer is 30-55, struggles with redness, dark circles or sensitivity, and wants quick, camera-ready results without complicated steps. She values medical credibility, inclusive shade runs (fair to deep) and time-saving multi-benefit products that fit a busy, health-conscious lifestyle. It Cosmetics competes in the dermocosmetic/make-up crossover space, where brands tout skincare benefits plus coverage. It differentiates by foregrounding surgeon partnership, clinical trials and feel-good textures, positioning itself as treatment-driven makeup rather than pure glamour or basic pharmacy skincare.

Makeup that treats your skin while you look camera-ready all day

• Cruelty-free