IT Cosmetics: Their anti-ageing cult concealer sells every five minutes

published 31 May 2019

Over 115,000 it Cosmetics Bye Bye Undereye concealers have been sold since the product was launched on QVC UK. Is this the secret to younger-looking eyes?

IT Cosmetics calls its award-winning anti-ageing concealer ‘beauty sleep in a tube’ and claims, ‘it will literally cover anything’. Big promises, but with hundreds of five-star reviews, many fans say this is one product that does live up to the hype, swearing it makes their eyes look firmer, brighter and younger.

‘Tried the sample thinking to myself, “I won’t hold my breath, none of these concealers ever work,”’ one online reviewer admitted. 'Well how surprised was I, or should I say pleasantly shocked. No dark circles, no exaggerated fine lines, no dryness. Firmer, brighter and younger-looking eyes. I didn’t think it was possible as I have used so many different brands, but the hereditary very dark deep-set shadows were never covered by other brands.’

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The full coverage product claims to deliver highly pigmented yet natural-looking coverage, concealing the appearance of lines, wrinkles, discolouration, dark circles, age spots and redness. And it’s certified cruelty-free, too. So it's really no surprise it sells so regularly on the QVC website!

And the best news for make-up lovers? It’s available in 24 different shades, from Light to Deep Ebony.

‘The light tone perfectly matches my skin,’ one reviewer raved. ‘It looks even and natural with no cracking or creasing.’

You can even buy the concealer with a dual-ended concealer brush to ensure the perfect finish. Just use the flat end to spot treat areas in need of more coverage, then blend using the fluffy side.

Cosmetics experts suggest warming a pinhead-sized amount on the back of your hand before you apply it, and following up with powder if you prefer a matte finish.

You can even use it as an all-over foundation: simply massage it into your skin with your fingertips.

While some people struggle with the concealer’s unusual formulation, the message from its fans is simple: persevere. ‘There is definitely a learning curve to this,’ one five-star reviewer explained. ‘A little goes a LONG way. You really only need a tiny pinhead amount. Yes, one tube may just last forever. When you first squeeze it out it is STICKY. You MUST warm this up with your finger a bit. You will feel it gets much less sticky and ready to apply.’

But when the payoff is younger, brighter looking eyes and no-crease coverage that lasts all day? We reckon it's well worth the effort.

Samantha Simmonds is a freelance journalist, content writer, copywriter, and editor based in London.

She graduated from Reading University with a First Class degree in Psychology, later achieving a Distinction in her Diploma in Fashion & Personal Styling from The London College of Style.

Samantha is currently creating digital editorial content for John Lewis, writing for The Edit's wellbeing channel. She also writes for publications including Women's Health, Top Santé, Refinery29, GoodtoKnow, Cosmopolitan, Healthy, Health & Wellbeing, woman&home, and Yahoo, and has created commercial content for brands including Berghaus, Amazon, and Regaine.