#USA #New York #Jennie Garth #IT Cosmetics #Do It All

IT Cosmetics Launches Do It All Sheer Tint Face Balm

IT Cosmetics has unveiled its latest innovation in makeup that integrates skincare, promoting natural beauty for women aged 40 and above. The Do It All Sheer Tint Face Balm combines the beauty of makeup with the benefits of skincare, providing a foundation that enhances radiance while also addressing the unique needs of mature skin.

The brand, renowned for its groundbreaking products, launched this new balm on January 15, 2026 in collaboration with Jennie Garth, a beloved actress and pop culture icon. The partnership not only amplifies the brand's message of confidence through aging but also initiates dialogues about evolving beauty standards for mature women.

Garth emphasized her enthusiasm for the product stating, "This lightweight skincare-infused makeup minimizes fine lines while letting my skin breathe; it gives me a fresh, radiant look. I believe this will become a staple in the beauty routines of many women like me."

The new balm features a high concentration of skincare ingredients—92%—including Collagen Peptide, Hyaluronic Acid, and Vitamin E, aimed at creating healthier skin with regular use. IT Cosmetics designed the product to tackle surface imperfections such as wrinkles and fine lines, with 91% of users noting a visible reduction in these issues after just a week of use.

With the Do It All Sheer Tint Face Balm, IT Cosmetics aims to empower women over 40 by offering an effortless way to achieve a flawless complexion without compromising skin health. The formula is lightweight and buildable, making it ideal for those who prefer a more natural look. Customers can expect up to 24 hours of hydration and a realistic, skin-like finish with this new product.

The balm is available in 15 shades, catering to a diverse range of skin tones, and can be easily applied using the IT Cosmetics Heavenly Luxe Complexion Perfection Brush #7 or simply with fingers for a more personal touch. Garth's collaboration marks a significant move in makeup marketing—bringing authenticity and relatability to the forefront of beauty conversations.

To promote the new product, IT Cosmetics has launched a comprehensive 360 marketing campaign that includes various digital media platforms and in-store promotions at major retailers like Ulta Beauty. The marketing push will embrace humor and real-life stories under the platform titled "Bet You Thought…," which invites candid discussions around confidence and beauty post-40.

Garth's continuous advocacy for self-empowerment aligns seamlessly with IT Cosmetics' vision of creating beauty products that resonate with real women. Maude Brunschwig, the brand president, shared that, "This product was developed to reflect the desires of real women, focusing on delivering tangible results while celebrating their beauty."

The Do It All Sheer Tint Face Balm is currently available for purchase at $34.00 on Ulta Beauty's website and at itcosmetics.com. This exciting new addition not only reinforces IT Cosmetics' commitment to quality but also exemplifies the beauty of aging confidently and gracefully.

In summary, IT Cosmetics is not just launching a product; it is starting a movement—encouraging women to embrace their beauty regardless of their age. As women navigate the realm of beauty and self-acceptance, this collaborative effort between IT Cosmetics and Jennie Garth could very well pave the way for future innovations that champion skin health and self-confidence.