September 24, 2019

It Cosmetics Love is the Foundation Brush Arrives for Fall 2019

I receive a small commission if you shop through my link.

It’s back in stock! The new It Cosmetics Love is the Foundation Brush returns for Fall 2019. This unique brush has a head that’s shaped like a heart which allows for easily liquid, cream, or powder application. This year, we have a new pink handle with a heart print!

As with year’s past for every Love Beauty Fully Brush purchase It Cosmetics will donate one brush to the Look Good Feel Better program to help women face the appearance-related side effects of cancer with confidence.

I know some people feel like the donation should be cash based but I honestly love the gift a brush. I can’t think of a better way for cancer patients to feel better about themselves than with the help of some beauty related gift! Makeup isn’t everything but it does go a long way at making us feel our best selves and it gives us the confidence to take on the world. It’s rather a unique a touching way to help woman with cancer regain their confidence and to feel beautiful. When you feel beautiful it puts you in a positive state of mind!

It Cosmetics Love is the Foundation Brush is available now for purchase at Ulta for $30.

Where to buy



I receive a small commission if you shop through my link.

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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  • Carmen

    This brush is way out of my price range for brushes but damn it’s cute af. I love it!

    • Isabella Muse

      It really is adorable ;-D wish I can say it’ll end up in a set but no joy :-/

    • Christina

      That brush IS cute but I also like the point on one end and the curves on the other as I also stiple my concealer from the inner corner to the apple of my cheek. I love that shape.

  • Joline

    So glad I found your page! Thanks for all the info you share!
    I ordered this brush for my daughter. She will be surprised. She saw it advertised last year but it sold out so quickly.

    • Isabella Muse

      aw thanks Joline 🙂 I’m glad you enjoy it! I hope your daughter loves the brush! It’s really a lovely brush and such a great cause too! Have a beautiful day!

          • Sissi Sanchez

            OMG!!!!! Thank you so much for all the details and for having us informed!!!
            Thanks to you I bought the brush I’ve been chasing for months !!
            Thank youuuuuu

  • Rebecca Peoples

    I have been waiting to get this brush for months. It was available 2 days and already sold out on the 20th. Emailed ulta they said they didn’t know when or if it would be back in stock. But I’ve seen ppl online selling them for upwards of 120 bucks. Americans are so greedy.

    • Isabella Muse

      I’m sorry to hear it. I imagine it will come back in stock. I’m actually American hopefully we aren’t all classified as being greedy! 🙂 Some of us are good apples in with the bad 😀

  • Julie Morris

    I can’t find it online anywhere and I have to have it.
    Where did you guys find it?

  • Sk

    The brush has changed and the top is now flat. The gurus who have been raving about it have said it doesn’t perform as well as the first three. It’s also sold out everywhere so I couldn’t buy it if I tried.

    • Carla

      I passed on it for the same reason. The curvature of the previous years’ bristles is what has made it truly unique but since this version is flat-topped, it’s pretty much just the standard IT foundation brush but with a different shape. I’m not sorry that I didn’t buy it.

  • Roni

    The 2019 brush is nothing like the photo you showed – which is the 2018 brush. They changed the style – and it doesn’t apply foundation nearly as well either.

    • Isabella Muse

      the brush pictured is the 2019 brush, not the 2018 brush. If you read my review I discussed the differences between earlier versions of the brush.