September 25, 2019

It Cosmetics Love is the Foundation Brush Review (2019)

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.
5 stars out of 5

It Cosmetics Love is the Foundation Brush ($30) is a new, limited edition Love Beauty Fully It Brushes for Ulta makeup brush that launches every year around this time of the year to support the Look Good Feel Better Program.

The Look Good Feel Better Program helps women face appearance related side effects resulting from cancer and helps them regain their confidence. The program teaches beauty techniques to woman with cancer and includes lessons on skin and nail care, cosmetics, wigs and turbans, accessories and styling, helping people with cancer to regain confidence in their appearance. For every single It Cosmetics Love Is the Foundation Brush purchase the brand will donate a brush to the Look Good Feel Better Program. I think this is amazing. Some people might beg to differ and expect a dollar donation to be made but I think a small brush like this can go a very long way at making someone feel beautiful that really doesn’t at the moment and to me that’s a priceless gift.

It Cosmetics has been creating this brush for a number of years and it’s a brush I always enjoy featuring. I’ve purchased the brush in the past and I’ve been gifted some from It Cosmetics as well (this one is a sample but I’ve already purchased another to support the program).

The brush gets a revamp every year with this year’s been a very new version which may or may not be for the better depending how you see it but more on that later. As always it has a pink handle that a pretty see through heart pattern.

One of the biggest complaints I’m hearing about this year’s brush is it has a smaller head and it’s a flat-to brush. The bristles still resemble a heart shape but this year they are a bit flatter on top giving the brush a smaller, firmer, flatter appearance.

The images below showcase the brush that was release in 2017 and the one below that is from 2015. As you can see the bristles are a bit fuller. People liked the fuller heart shape because it really fit into the contours of the face nicely like the nooks and crannies around your nose. The new brush has a more flat top making it difficult to get into those pesky little corners on your face.

It Cosmetics Love is the Foundation Brush

I’m actually one of the few people to review the brush and say that’s not a problem for me. I already own several of these brushes which means I actually like the fact they went with something different this year. I find the flat top is firm yet soft and buffs creams (or powders) into my face very nicely. Sure, it doesn’t quite fit into those corner areas but I don’t find myself minding much as I can always use one of the prior year’s brushes should I need to get into those areas. In all honestly, that wasn’t even that big an issue for me anyway as the brush fits fine around the contours of my face without any difficulties.

Below is a photo of this year’s brush head!

So yes, it’s a bit different. The head is smaller, the bristles more flatter, but all in all, it’s still a solid brush that performs well at buffing in cream or powder foundations easily for a flawless finish.

Plus it supports an excellent organization and it’s damn cute!

It Cosmetics Love is the Foundation Brush is $30 and available now for a limited time excursively at Ulta.

Where to buy


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‘.

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