It Cosmetics is expanding its portfolio of hero essentials with a new innovation designed for women over 40.
Named the Do It All Sheer Tint Face Balm, the L’Oréal brand’s latest product is a first-of-its-kind, hot pour emulsion skin tint created with radiant pigments and 92 percent skin care ingredients, including Vitamin E, collagen peptide, glycerin and hyaluronic acid. Starting now, the balm, $34, will be sold exclusively at Ulta Beauty and available in 15 shades.
It Cosmetics’ Do It All Sheer Tint Face Balm, priced at $34.
Speaking with WWD, Maude Brunschwig, global brand president of It Cosmetics, said this product launch stemmed from “a clear intersection between consumer tension and a change in skin needs” that revealed a growing group of women who were unsatisfied with the classic foundation. To better understand how the skin evolves, specifically during perimenopause and menopause, the brand consulted with its advisory board of dermatologists and plastics surgeons, all women over 40, and what they found was a need for more hydration.
“We took all these insights from the doctors, from their patients, to create something that will resonate with the skin and the way your skin is changing before your eyes,” Brunschwig said.
Because the Do It All Sheer Tint Face Balm is packed with skin care and only a little amount of pigment, the product has a lower level of coverage compared to the brand’s viral CC+ Cream Color Correcting Foundation, which first launched in 2013. And unlike the cream, the latest innovaton does not have SPF.
“It’s a different makeup finish. This one is much lighter, much more forgiving,” Brunschwig said. “We have less shades because it’s less covering. It’s like a tinted moisturizer.”
While other balms may produce an oily texture and finish, It Cosmetics’ does not. “We’ve seen balms that are a little bit, I would say, occlusive and a little bit greasy,” Brunschwig continued. “Ours has this fresh hot pour emulsion, so it’s much more hydrating and mistake proof than classical pours.”
To celebrate the launch, It Cosmetics partnered with “Beverly Hills, 90210” star Jennie Garth, who Brunschwig said, speaks to the product’s core consumer audience.
“This is very in line with where I am in my life,” Garth told WWD. “As I’ve gotten older, I am at the place where I want to let my skin shine through. I want to see my real skin, and the Do It All Sheer Tint Face Balm is so incredible at letting my natural skin shine, perfecting it just enough, but also giving it that hydrated, plump look. Knowing there’s skin care infused into it makes me feel better about wearing makeup.”
When asked how this product is unlike any other on the market, Garth said it’s “the balm-ness” of it. “When you put it on a brush and apply it to your skin, it turns into this gorgeous serum quality,” she continued. “It enhances your natural beauty. And I think to the people that I like to inspire or share my tricks and tips and tricks with, this will be something that will really change the game for women my age.”
It Cosmetics plans to continue prioritizing the needs of women over 40 throughout 2026, with the goal of being the transformative, caring and accessible makeup and skin care available. “We want to give skin confidence to all,” Brunschwig said.
