IT Cosmetics is being dragged on social media for a launch with a limited shade range. The brand says there's a good explanation.

The Right Foundation Shade Should Blend Seamlessly Into Your Skin. ... Don't get discouraged, though — brands usually categorize them into light, medium, and dark to give you a head start.

Available in 50 shades, the Anastasia Beverly Hills Luminous Foundation is medium-coverage but long-wearing, making it perfect for easy, everyday wear. It has a natural, dewy finish but add some ...

It Cosmetics launched its new Do It All Radiant Concealer that mixes skincare perks with a makeup necessity. Here’s where to find it Updated: Jul. 03, 2025, 10:31 a.m.

Limited shade range with only fair and medium shades This skincare-infused formula is essentially a face serum that doubles as a foundation. "There are not enough shades of this foundation available.

5 Expert Tips On Choosing The Right Foundation Shade And Formula. ... This oil-free foundation provides medium to full coverage and comes in 35 natural shades and 13 matte ones.