October 14, 2015

It Cosmetics Love is the Foundation Brush Review

This was provided to me by a brand for review and I receive a small commission if you shop using the links in this post but all opinions are my own.

It Cosmetics Love is the Foundation

How darling is the It Cosmetics Love is the Foundation Brush ($30)? This cute, sweet heart shaped brush takes on a very serious cause as the It Cosmetics Love is the Foundation Brush was created with Breast Cancer Awareness Month in mind. The lovely thing about the It Cosmetics Love is the Foundation Brush is the fact that with each purchase of the brush It Cosmetics will donate a brush to America Cancer Society’s Look Good Feel Better Program which helps women face the effects of cancer treatments with confidence. To date It Cosmetics has donated over 10 million dollars in products to this cause!

“I wanted a brush that inspires all women to be their most beautiful and to feel their most beautiful,” says co-founder and CEO, Jamie Kern Lima. “The Love is the Foundation brush helps others improve their confidence, look good and feel better, too.”

Take a look!

The It Cosmetics Love is the Foundation is available exclusively at Ulta. Sadly, the brush has sold out online but do check your local stores to get your hand on it.

This comes with special metallic pink handle and a unique heart shaped brush design. At first glance I thought how cute the brush was but was a bit worried that the heart shape wouldn’t be practical for face use. But it works great at hugging the contours of your face to either apply liquids, creams, or powders. As with all It Cosmetics Makeup Brushes this has super soft bristles that are dense enough to buff and gently work foundation into your skin for a flawless finish. In most cases foundation is the culprit behind flawlessness but when you’re using tools like It Cosmetics Brushes, well, it sometimes feel like these brushes can make even the crummiest foundation into a flawless masterpiece on your face. The bristles are just so fab for buffing on product and giving it a natural, flawless finish on skin.

But that heart design…

It Cosmetics Love is the Foundation Brush 6

It Cosmetics Love is the Foundation Brush 7

It Cosmetics Love is the Foundation Brush

Yes, I admit, the real draw here is the heart shape. It’s such a unique take on a makeup brush and something I’ve never had the pleasure of seeing before. How cute would it be if they did some eyeshadow brushes like this!? Is it possible? One can hope!

Not only is the brush unique but the cause that Jamie and It Cosmetics’ is donating to is also very different and special. Most brands donate a small amount of the value of a brush to a certain organization but It Cosmetics actually donates a makeup brush to the cause. I love that. Because I really do believe all women (and men) deserve to feel beautiful. There’s so much hate in the world, so much sorrow…getting a little joy from makeup and beauty is totally a good thing as far as I’m concerned 🙂

Get your It Cosmetics Love is the Foundation Brush at Ulta for a limited time.

I hope you’ll love it as much as I do!

Own it already?

Do share your thoughts!


Available now at ulta.com.

This was provided to me by a brand for review and I receive a small commission if you shop using the links in this post but all opinions 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‘.

Leave a Comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.


  • Dee

    I’m glad this got a good review because as unique and cute as this is I want it to work. Wasn’t sure the shape would allow that! Good to hear and hopefully my ULTA has it in stock.

    • Isabella Muse

      I was worried about the shape! I thought it was terribly cute but I had a moment of “Well how is it going to work on my face?!” Especially since the promo images made it look very very big and also the heart shape was a bit exaggerated in those images! Turns out that it had a smaller head and the heart shape is there but not so evident that you can’t use it! It fits the contours of my face quite nicely and it buffs well!

  • Maria

    This brush looks nice. Too bad it is not part of a set like last year brush sets from QVC. $30 is pricey for one brush. I hope It cosmetics has more brush sets for the holidays.

    • Isabella Muse

      No kidding? I don’t remember them releasing a heart shaped brush!!!!!!!!!!!!!!!!! Which set was that?!

  • Maria

    Muse the set was 4 large brushes with small handles like a kabuki brush from QVC. Not heart shaped. Brushes very soft and plush. Set was $50 on sale. From last year for holidays.

    • Isabella Muse

      oh yes I have that one! I thought you meant a heart shaped one came in the set! I thought I missed out 🙂

  • Kimkats

    Hmmm… would this work as a powder brush do you think? It’s just So.Darn. CUTE!! I’d pony up $30 for it….

    • Isabella Muse

      Powder foundation yes but not setting powder as it’s a bit too dense 🙂

  • Mayra

    I bought the brush and tried it with my foundation. It sucked up my foundation and had to use more foundation than normal. Instead I use it as a blush brush.

    • Isabella Muse

      interesting! I used it with my BB Cream and it worked great! No issues with it soaking up foundation! Sorry to hear it Mayra 🙁

  • vanilladreamcream

    Yeah i was excited to see it in store but the shape wasn’t that evident as a heart. It’s still a pretty pink brush though. Too bad I already have enough foundation brushes. Need moreeye brushes

    • Isabella Muse

      Agreed! But I was glad about that because it would probably be a little difficult to use if it was very heart shaped 🙂

  • staci

    I think this works well with the foundations I’ve tried work it. My one disappointment is that the handle feels cheap to me. My other IT brushes feel sturdier than this one. Cheap plastic.

    • Isabella Muse

      Yes, I noticed that with some of the Ulta brushes. The handles are much lighter compared to It Cosmetics’ standard brush line!

  • koolchicken

    I’ve already bought this. I was in Ulta doing a massive return (long story short my order was duplicated and I was unhappy with half the stuff anyways) when I saw the display. It was dead center of the store in front of the doors, about half were already gone (and this was a week or so ago). I haven’t had a chance to use it yet, but it was so pretty I just couldn’t say no. And while I’m very against pink washing, I’m glad to see they’re not just donating to outdated charities that don’t really do anything besides waste money (I’m looking at you Susan G. Koman). Donating an actual brush actually seems like a better option given the present climate.

    I’d actually love it if they could donate brushes to other causes. Like those ones tha help women learn to put together a resume and dress for an interview. I can’t remember the name of that one. But they’re always looking for different types of donations.

  • Nicole

    I missed out on this brush while caring for my Mom and “It screams Nicki!” As my mom would have said… ❤️ Add a little light pink kitty silhouette at the end of the brush in a shimmering light pink or silver and I would have probably been accused of designing it by my mom!
    Hopefully it comes back next year to add to my brush collection!

  • Johanna morales

    Please please please please bring it back or something I need it in my life

  • Rosie Britt

    I am so sad to lean that Jamie sold her company, and to WHO she sold it too! I was reading this and had to Google for myself. I love It Cosmetics and have been using it for 5-6yrs now. I HOPE the product is NOT changed! It works great and for me with older skin, oily skin (sometimes it’s dry) and yes at times hotflashes. IT NEEDS TO STAY THE SAME FORMULA!
    Thank You….