June 5, 2014

It Cosmetics CC+ Veil Beauty Fluid Foundation Review & Swatches

This was provided to me by a brand for review but all opinions expressed are my own

It Cosmetics CC+ Veil Beauty Fluid Foundation19

Please allow me to bend your ear about the new It Cosmetics CC+ Veil Beauty Fluid Foundation! It Cosmetics CC+ Veil Beauty Fluid Foundation is the first cushion makeup the brand and I imagine come Fall 2014 we’ll begin to see more of a trend developing around cushion makeup.

Right now it’s pretty huge in Korea and Japan with a wide variety of brands introducing their own variations. And of course here in the US you’ve likely been privy to AmorePacific Color Control Cushion Compact Broad Spectrum SPF 50+ as well as it’s sister brand, Laneige, BB Cushion at Target.

But aside from that cushion makeup hasn’t quite caught on yet in the US but I predict it will shortly!

It Cosmetics CC+ Veil Beauty Fluid Foundation is incredible and one of the best cushion makeups I’ve tried today so step ahead for the review and rave!

It Cosmetics CC+ Veil Beauty Fluid Foundation is not to be mistaken for It Cosmetics Anti-Aging Full Coverage CC Cream. If you’re thinking to compare the two you’ll likely be disappointed as the coverage and the formulas are vastly different.

I’ve tried many, many cushion makeups but this is by far the best one for my skin type. For example, Etude House Precious Mineral Any Cushion has a huge following and the texture was beautiful but the matte finish wasn’t great for my skin type.

It Cosmetics CC+ Veil Beauty Fluid Foundation20

It Cosmetics CC+ Veil Beauty Fluid Foundation2

It Cosmetics CC+ Veil Beauty Fluid Foundation1

It Cosmetics CC+ Veil Beauty Fluid Foundation

It Cosmetics CC+ Veil Beauty Fluid Foundation5

The beauty of It Cosmetics CC+ Veil Beauty Fluid Foundation is the natural coverage that isn’t too hydrating or too drying. But I’ll get more into that in a bit, let’s discuss cushion makeup a little longer for those unfamiliar with the concept.

Cushion Makeup is simply a cream foundation product in a compact. Of course, it isn’t your traditional cream makeup though! It’s called cushion because a sponge is located in the well of a larger compact and that sponge is heavily saturated with liquid or creamy makeup. It has a cushy feel and texture! As you press on the sponge it’ll release foundation onto your finger tip and it’ll bounce quickly back to shape once you remove your finger.

It Cosmetics CC+ Veil Beauty Fluid Foundation is actually just what it says, a fluid. Most cushion makeups have a BB Cream texture that’s creamy and thick but It Cosmetics formula is more of a fluid that’s part serum part liquid! It’s quite runny when compared to other cushion makeup products I’ve tried. But no need to worry that texture feels amazing on skin while blending easily and absorbing in a snap to a second skin finish. It isn’t too matte nor is it too hydrating so it dries down to a very soft, natural, skin-like finish that looks like you aren’t wearing makeup at all. Coverage is sheer but it still provides enough coverage to ease dullness, redness, and even darkness as well as smaller blemishes. It also happens to do a beautiful job with smaller, visible pores (I have some on my nose and they just disappeared when I applied this).

They advertise and market it as serum-like foundation that brightens skin and evens it out while hydrating and reducing the appearance of fine lines and pores. It contains peptides, naicin, Hyaluronic Acid, Hydrolyzed Collagen, Algae, Vitamins A, B, C, and E. If you drier or aging skin this formula is going to LOVE you. I think it might prove a bit much for those with extra oily skin but almost anyone else should get on with it perfectly well.

They throw around promises to “clinically proven” to brighten skin. I can’t speak for that long term but I will say on the first application it visibly brightens skin dramatically. It’s the type of makeup that gives you that freshly washed face look. Does that sound weird? But typically after I wash my face my skin always look pretty darn incredible! And that’s exactly how this look! I suffer from duller, drier skin that’s combination in the warmer weather. This ease dullness, brightens beautifully without looking pasty, and just looks like my skin but better! I think the coverage runs considerably sheerer when compared to the original It Cosmetics CC Cream and also the texture is dramatically different but it still gives skin that perfect, natural finish with just enough coverage to conceal redness, darkness, and smaller blemish issues!

It Cosmetics CC Veil Beauty Fluid Foundation8

It Cosmetics CC+ Veil Beauty Fluid Foundation swatches

It Cosmetics CC+ Veil Beauty Fluid Foundation Swatches (Medium)

I can’t say how long it wears because it looks like I’m not wearing makeup at all. I will say that my face looks fresh and bright for about six hours before I saw some of my dulness return.

The CC+ Veil Beauty Fluid Foundation comes housed in a larger dome shaped compact that features a small mirror and a sponge for application. It is a dual compartment which allows the sponge to rest on top of a second snap to close lid that holds the cushion safe, secure, and fresh. I noticed that the cushion, like most Asian brands, snaps out so I wonder if It Cosmetics will offer replacements for it in the future at a cheaper price.

What I can say? I love this stuff! As someone who adores natural coverage I can’t say enough good things about It Cosmetics CC+ Veil Beauty Fluid Foundation.

Dare I say I’ve finally found my HG (holy grail) foundation?

Loves it!

A big Muse Approval for It Cosmetics CC+ Veil Beauty Fluid Foundation!

It’s available now at Ulta, Ulta.com, or at www.itcosmetics.com.


This was provided to me by a brand for review but all opinions expressed are my own

About the Muse

Isabella MuseIsabella is just an average everyday geeky girl who doesn’t blend her eyeshadow correctly, wears too much blush, and hopes she never finds her holy grail products because she likes the thrill of the chase so much. Her mission is to bring you super honest reviews on makeup, skincare, fragrance and all things beauty. She’s in no way an expert on the topic and she sure as hell isn’t a super model. But she’s passionate about makeup and is seeking like-minded individuals that like pina coladas, getting caught in the rain, and ones that enjoy spending hundreds of dollars at Sephora without feeling buyer’s remorse. If you’re that person feel free to reach out and leave a comment or follow me on Facebook, Instagram, Twitter, and Bloglovin‘.

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  • Mel

    Muse, I have a really big question for you. I don’t know what my shade is in MAC (people usually use this as a baseline number so you know what shade they are) but I can tell you I’m a redhead with EXTREMELY pale skin with a pink undertone. Very pink.

    I really want to get into JP/KR makeup as I love the dewy looks they promote over there, natural but shiny without being greasy – you know what I mean! The thing is, I’m not sure if their brands have any foundation/cream/whathaveyou that would match me. It’s already quite hard to match American brands to my ruddy, white face.

    Any suggestions? I figured if anyone would know, it’s you. Thanks!

    • Isabella Muse

      it’s hard to say Mel without every having seen you. I really don’t know what would be a good pick for you. I’m not terribly up to date on mac colors as I don’t use their foundation (it dulls my skin). Typically JP/KR foundation and bb cream is limited to very few colors choices. for BB Cream at most two to three colors and foundation maybe up to five shades if you are lucky. If you’re extremely fair perhaps go with the lightest shade. I do find most of the shades are universal across brands as they seem to all look very similar to one another so try one product maybe and if the light works good you should be good to try other products in the same shade. Picking a foundation shade for someone over the Internet is a little hard for me 🙁 sorry!

      • Mel

        It’s not a problem, it was more to see if you knew if any of the brands in their lightest shade have a pinky cast or if they’re all incredibly YELLOW as that’s my biggest problem. The dreaded yellow. It makes me look sick and jaundiced. I very much appreciate your input nevertheless!

        • Isabella Muse

          many are yellow undertones but there are a few of the gray based BB Creams with pinkier undertones it just depends on the brand. I notice many of KATE’s foundations have yellow undertones but quite a few BB Creams do have pink ones! It varies from brand to brand. I’m sorry! I’m not much help 🙁

        • Lacy

          @ Mel – Try Dr. Jart+ V7 Beauty Balm. It’s super pale (right there with ya!) and I get compliments on my porcelain skin and how baby doll perfect it looks when I wear this! It only comes in one shade which is fair to light. And it’s super light! I also have trouble finding shades that match until I get a little color in the spring/summer.

    • Ari

      Pardon my budging in, but –

      I am super pale. Perhaps a 5-ish on the MAC scale (guesstimating here), leaning 10-wards during summer if I’m not stringent with the sunscreen. I’ve paled right out of the western spectrum of foundation colours; even Burberry’s lightest foundation is too warm and -dark- for me.

      My current working solution is Missha’s palest offering: their Perfect Cover BB cream in #13 (milky beige) is almost -identical- to my winter skintone. I was never particularly interested in using BB creams over regular foundation … but this one surprised me by being really pleasant on my combination/dry skin, and did I mention that it’s a perfect match for me? *g*

      My concern is that it might be a little warm for you: my skin leans far more neutral than yours, by the sounds of it. But it’s lent my skin the sort of ‘glow’ you seem to be looking for, and I believe you can pick up a travel-sized tube for $11 or so. Good luck! finding super-pale foundation is a real pain, I know.

    • pixiepants

      I am not Muse, but a freelance artist for IT Cosmetics. I don’t know about the Asian brands, but I am very very fair with a lot of redness and hyperpigmentation- all the Fair colors from IT look like they were made FOR me.

      • Mel

        After all this time. I bought this in Fair at Ulta.

        It’s perfect. Everything I’ve ever wanted. I could not be more pleased!!!!!!!!!!!!!!

  • lilo

    oooh! i have to try this! i have the amore pacific one and i hate the strong scent in it so i’ve been looking for a replacement!

  • Anna Fantasia

    Morning Miss Muse:
    I had a few questions as I am so unfamiliar with this type of foundation. How many applications do you think are in each compact if you apply lightly every day? I know this is a guesstimate. And is it easily transferable. I wear glasses. Thank you and hugs.

    • Isabella Muse

      hi Anna it has considerably less product in it than the original CC Cream at 0.34 oz…really when you think about it, that’s less product than most foundations EEP! But lightly, daily, hmmm I dunno really because I haven’t had it that long but perhaps 5-6 months? Hope this helps!? It is not transferable. Once applied I didn’t have an issue with it smearing on my phone (I don’t wear glasses but you know when your make smears on your phone during a phone call YAK! this doesn’t do that thankfully). Hugs! Hope this helps!

      • Anna Fantasia

        Thanks Muse. I got a little concerned since someone left a negative review on Ulta.com and said it would last about a week or so – maybe I misread. I’m fickle so a few months is just perfect before I’m onto the next thing ;)You Rock!

        • Isabella Muse

          a week, gosh no, unless your apply a ton of it at one time. Using it lightly everyday (I dip a finger in and smooth that on both sides of my face, massage in, and I’m done so maybe I am over estimating the time frame of use), I’d say you can get at least 5 months out of it. Using it heavier, perhaps 2 months. How long does 1 oz of foundation typically last you? just divide that time frame by 2 and you should have a fair estimate of how long this will last! I’m fickle too! So far I adore it and think it is totally HG but you know what happens, the next best thing comes out and I’ll want that haha!

          • Anna Fantasia

            Tee Hee, me too. I went over to Ulta and purchased the fair. I think I will love it. Tommorrow I will try to apply it with a brush or my fingers. I hate to get that cute little sponge dirty and get residue inside the compact. I swear, I need therapy for this addiction. I am so OCD about my beauty products. 😉 Thank you so much Muse for your help. Muse? hmm- I dub thee the Angel of Beauty.

          • Isabella Muse

            LOL Anna I hear ya, I’m the same way! My pleasure!!!!!!!!!!!!!!!!!!!! Let me know how it works out for you? Curious if you like! Haha thanks I do so like my new title *curtsies*

    • Heather

      I use this foundation and while I LOVE it, it only lasts for a month or two. :/

  • Teresa

    Hello, I saw this today in Ulta… I had no idea what it was as I have not heard of this type of foundation. I have been using the IT Celebration foundation for about a week now and really like it. Guess I’ll head back to Ulta this weekend and take a look at this again, now that I know what it is 🙂

    Thanks so very much for the review.

    • Isabella Muse

      aw my pleasure teresa, hope the review helped! 🙂

  • Andrea Kazmierczak

    I love It Cosmetics and have been trying out many products from their line ever since it has been available at Ulta. I am currently using the CC Cream and LOVE it, but will definitely give this a try when I run out. Great Review:)!

    • Isabella Muse

      the cc cream is brilliant glad to hear you love it andrea 😀 thanks! glad you enjoyed the review!

  • krankenheim

    I got to play with this at Ulta today! And it was just as I suspected…unsanitary. I didn’t like it. Even though I was the first person to get my hands on the display products, it just didn’t seem like there was much product in each compact. And there wasn’t. For $38 I expect more than a third of an ounce of product. Even if this was more appropriately priced I still wouldn’t purchase it – not in that format. The sponge inside the compact is a breeding ground for bacteria. Yuck. =(

  • Lacy

    I definitely want to check this out. I have the Celebration Foundation Illumination and I really like it but now that it’s warming up outside, it’s starting ti cling to my drier areas in my T zone and cheeks 🙁

    also – completely random but Muse do you remember Almay nearly naked Touch Pad foundation? Could you liken that to be similar to a cushion make up? Just makes me think of it and how I miss it since it’s been discontinued for quite some time.

    • Isabella Muse

      yeah I have that issue with Celebration too! It’s one of the few products that doesn’t work for me from It. and yes, I recall it 😀 even think I reviewed the blushes at one time! It’s kinda the same concept 🙂

  • Steph

    I wear the Celebration foundation in light medium. What shade, light or medium, do you think I would wear in this cushion formula?

  • Steph

    Also, I wear light in the CC cream and medium in the Bye Bye Undereye. Thanks for your help and all your reviews.

  • Nicole

    I did not care for this. I have oily skin and the wear time was only 2-3 hours. It started breaking up around my nose within an hour. I also do not need much coverage, but this was even sheerer than a tinted moisturizer. I have Chanel’s Vitalumiere Aqua and I find it to be a similar, but much better product.

  • Jen

    Isn’t CG Smoothers compact similar? Or maybe there is no sponge. I love this beauty trend, thanks for posting on it!

    • Isabella Muse

      no, that’s a cream foundation Jen where as this is a fluid! My pleasure 🙂 hope you enjoyed the post.

  • Lacy

    Weird, because I wear the Hourglass Ambient lighting powder or maybelline’s new dream wonder powder all over and have no problems with either.

    Sigh, just means i’ll have to try this… hehe

  • Melanie

    Hi! Great review 🙂 I just saw this in my new ULTA ad and am very interested. How long would you say it took for the foundation to set? Which leads into my next question of how the finish feels and if you think you need to set it with a powder?


  • amelia

    Hi Muse, are you using any primer underneath this new foundation? I just bought it and was wondering if the It Cosmetics No. 50 primer is worth under this or not? Thank you!

    • Isabella Muse

      I always primer prior to foundation Amelia. I’m not using no 50 though as it’s too rich for me for Summer, I’m using matte veil under it as my skin is a bit more oily in the Summer.

  • Amelia

    Hi Muse, My skin seems to be very dry lately, but oily in my T-zone. What primer do you suggest for that under this foundation? Do you still think the No. 50 would be too much? Thank you so much for your fast responses. You are great!!!

  • Lyndsay

    I actually just bought this today from Ulta today. The woman there applied this to one cheek & the cc cream (it) to the other. I honestly couldn’t tell the difference!! Skin looked awesome. However now I am questioning my purchase. $38 for .34 oz? Seems like a lot for a little. Also worried that the sponge is going to soak up a lot then there will be waste/product that can’t be used. Is that the case? Thoughts? Should I go back and get the cream?

  • amelia

    Hi Muse, can you explain the differences between this and the CC cream? I know you said not to compare them because they are very different. Thank you.

    • Isabella Muse

      the cc cream offers full coverage with a rich, creamy texture this has lighter, sheerer coverage with a light, fluid-like texture.

    • Isabella Muse

      I don’t wear powder because I have drier skin, the coverage is plenty for me!

  • Lesley A.

    Are the shades the same as in their regular CC cream? I was using that for a while but I felt it too much on the skin and also it had an almost grayish look to the color. Had the same grayishness problem with the Missha BB cream too.

  • FatinBunny

    Yes Its true. I love this cushion so so much!

    Its a CC and basically CC Cushion products most of them have slightly ticker texture than BB but not this one.

    Secondly, I really like the ingredient. I feel save to wear and its my skin savor if I forgot to wear moisturizer or sunscreen or ect…

    It is design as comedogenic so its on’t clog your pore and a must have for people with an oily skin.

    It has slightly dewy finish but not oily wish I love so so much! XD