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“Imagine all-day full coverage, hydration and confidence—all from one game-changing foundation! Your oil-free complexion must-have is here, and it does all of this while feeling weightless on your skin. Available in 48 shades, there’s a perfect match for every IT Girl and IT Guy!”

Confidence in a Foundation

it's your most confident you!

Longwear, Weightless, Full Coverage
Oil-Free | Velvet-Matte Finish
1.0 US fl. oz./30 ml

$32.00

Your Shade Chart

$32.00

Availability:

In Stock

Confidence in a Foundation

it's your most confident you!

Longwear, Weightless, Full Coverage
Oil-Free | Velvet-Matte Finish

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Confidence in a Foundation is rated 4.1 out of 5 by 173.
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Why You'll Love IT

Confidence in a Foundation is your longwear foundation infused with hydrating ceramides. With a velvet-matte finish, this oil-free, humidity-proof, full-coverage foundation flawlessly covers the look of blemishes, dark spots and other imperfections. Plus, it’s available in 48 true-to-skin shades. Experience all-day confidence every time you wear it!

Coverage: Full

Finish: Matte

Skin Types: Normal, Dry, Combination and Oily

This product contains a marine-derived ingredient. If you have sensitivity to fish-derived ingredients, please review the ingredient section.*

IT Cosmetics partners with plastic surgeons and dermatologists to develop skin-loving solutions and clinically tested formulas.

Key Benefits
  • Oil-free, humidity-proof, velvet-matte finish foundation delivers all-day full coverage, hydration and confidence
  • Feels weightless on skin; covers the look of blemishes, redness, dark spots and other imperfections without creasing or cracking
  • Infused with ceramides, peptides, hydrolyzed collagen, hyaluronic acid and squalane
  • Pairs perfectly with your Heavenly Skin Skin-Hugging Foundation Brush #707
Ingredients
*The initial production of Confidence in a Foundation incorporated a slightly higher concentration of marine-hydrolyzed collagen, a fish-derived byproduct of the food industry, than subsequent production runs. IT Cosmetics has labeled the limited number of units affected with a warning, so users who may be sensitive to these types of ingredients can make an informed buying decision.

INGREDIENTS: AQUA/WATER/EAU, CYCLOPENTASILOXANE, OCTYLDODECYL NEOPENTANOATE, PROPANEDIOL, DIMETHICONE CROSSPOLYMER, POLYGLYCERYL-4 ISOSTEARATE, SILICA, CETYL PEG/PPG-10/1 DIMETHICONE, HEXYL LAURATE, DIMETHICONE, PEG/PPG-18/18 DIMETHICONE, MARIS SAL/SEA SALT/SEL MARIN, KAOLIN, CAPRYLYL GLYCOL, PHENOXYETHANOL, TOCOPHERYL ACETATE, ASCORBYL PALMITATE, HEXYLENE GLYCOL, SODIUM DEHYDROACETATE, COLLOIDAL OATMEAL, HYDROLYZED COLLAGEN, GLYCERIN, NIACINAMIDE, RETINYL PALMITATE, TETRAHEXYLDECYL ASCORBATE, MAGNESIUM ASCORBYL PHOSPHATE, ALGAE EXTRACT, SQUALANE, SODIUM HYALURONATE, BUTYLENE GLYCOL, PROPYLENE GLYCOL, ALOE BARBADENSIS LEAF JUICE, C12-15 ALKYL BENZOATE, TRIBEHENIN, GLYCYRRHIZA GLABRA ROOT EXTRACT/LICORICE ROOT EXTRACT, CAMELLIA OLEIFERA LEAF EXTRACT, CARBOMER, SODIUM LACTATE, SOLUBLE COLLAGEN, POLYSORBATE 20, SODIUM LAUROYL LACTYLATE, CERAMIDE NG, PENTAERYTHRITYL TETRA-DI-T-BUTYL HYDROXYHYDROCINNAMATE, PEG-10 PHYTOSTEROL, TRISODIUM EDTA, LACTIC ACID, POTASSIUM SORBATE, CERAMIDE NP, CERAMIDE AP, PHYTOSPHINGOSINE, CHOLESTEROL, XANTHAN GUM, ETHYLHEXYLGLYCERIN, PALMITOYL TRIPEPTIDE-1, PALMITOYL TETRAPEPTIDE-7, SODIUM BENZOATE, PALMITOYL HEXAPEPTIDE-12, PALMITOYL HEXAPEPTIDE-19, CERAMIDE EOP, [+/-: CI 77891/TITANIUM DIOXIDE, CI 77491, CI 77492, CI 77499/IRON OXIDES, CI 77007/ULTRAMARINES]. D233263/
How to Apply & Beauty Tips
Real Results
“Imagine all-day full coverage, hydration and confidence—all from one game-changing foundation! Your oil-free complexion must-have is here, and it does all of this while feeling weightless on your skin. Available in 48 shades, there’s a perfect match for every IT Girl and IT Guy!”

How to Apply

Confidence in a Foundation

How to Apply

  • Start by prepping your skin with your favorite IT Cosmetics moisturizer. If you have normal to dry skin, use Confidence in a Cream Moisturizer. If you have combination to oily skin, use Confidence in a Gel Lotion Moisturizer. For your most flawless foundation application, allow the moisturizer to fully absorb.
  • A little goes a long way! Start by applying 1 pump of Confidence in a Foundation onto the back of your hand.
  • Using your Heavenly Skin Skin-Hugging Foundation Brush #707, swirl brush into foundation and apply in sweeping motions starting in the center of your face and blending outward. For hard-to-reach areas, such as under the eyes and around the nose, use the outer edge of the brush.
  • For more coverage, apply additional product onto the back of your hand, then swirl brush into foundation and stipple (bounce) brush onto skin.
  • As your finishing step, sweep a small amount of Bye Bye Pores Poreless Finish Airbrush Powder all over using your Heavenly Luxe Wand Ball Powder Brush #8 for an ultimate airbrushed effect.

Find your perfect coverage in just a few clicks! Take the Foundation Finder Quiz

Beauty Tips

To ensure your perfect shade match:
  • With your hand on the lid, shake the bottle before use for even distribution of the full-coverage pigments.
  • Allow the formula to completely dry to reveal its truest tone before making your decision.
  • If you are in between two shades, try the lighter shade.
Watch this video to learn how to find your perfect shade.

How does Confidence in a Foundation compare to CC+ Cream?

Know your CC+ Cream shade? Find your Confidence in a Foundation match!

Real Beauty. Real Results.TM

Real Results

Real Results

Real Results

Real

  • 94% say product does not crack*
  • 93% say product provides full coverage*
  • 92% say product covers the look of imperfections*
  • 90% say product feels weightless on skin*

*Results observed in a consumer study.

Customer Reviews

Rated 3 out of 5 by from Not a match for me I was excited to try this product being that IT cosmetics is a reputable brand, and I love the bye bye undereye concealer. The packaging is beautiful, it's a glass jar with a pump, they also have a wide range of shades. However, I felt the product it's self is very heavy/thick and difficult to blend out smoothly. It's definitely buildable for anyone looking for full coverage, a little goes a long way. But for my skin type (clear, slight combination) I just feel it was way too heavy. I personally prefer tinted moisturizers or a BB/CC type cream.
Date published: 2019-04-18
Rated 4 out of 5 by from Definitely full coverage This foundation gives great coverage. I was skeptical when I first saw it come out of the ample container. I tend to prefer a more liquid foundation not runny but this is "thick". The color didn't oxidize which is always a plus but I think it's a bit drying. I have tried it with and without a primer and prefer it with and a setting spray to add moisture. I must be looking ok though because I got compliments on it. And even my mom bought some because of how she liked it on me. I went into a store to see the product display and they have a wide range for all complexions. I think this foundation is great for less cold and drying months. I would recommend though.
Date published: 2019-04-18
Rated 4 out of 5 by from Great Coverage I received the It Confidence in a Foundation from Viewpoints/Powerreviews and was really excited to give this foundation a try. It really blends well on my face and other than being slightly dry it covers well and lasts a long time. I didn't have to worry about reapplying the makeup every few hours like a lot of others I do! The color I was matched with was a medium and it was a perfect match for my skin tone. I also enjoy that it is a pump style and it comes out really easy on a never fail basis. Makeup is one of the things on the market nowadays that is kind of overwhelming to me because there are so many to choose from. It's hard to know exactly which one is going to work for you. This foundation is lightweight and doesn't weigh down my face or make it feel like it's heavy at all. I am happy to find one that works well with my skin and looks great too. This is something that I will be recommending to my friends and family all the way in Alabama!
Date published: 2019-04-18
Rated 5 out of 5 by from I like it because it covers the face really good The thing about this foundation because it's good for a greasy face it feels good in the face and it's not like other foundations
Date published: 2019-04-18
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Questions & Answers

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why are almost all reviews from people who received it free ? Makes there review very suspect. Was going to order but im really on the fence.

Asked by: karenkk
Hi there! Thank you for reaching out to us. It can be several months before a new product launch amasses reviews, as it takes time for people to discover the product, purchase and review. To mitigate this delay and ensure that shoppers are able to consider the feedback and reviews of their peers prior to purchase, we send free product samples to consumers via a third party. We do not interact directly with these consumers, nor are they in any way required or even incentivized to leave a review. We know how important it is to understand other customers’ experience with a product when considering purchase, so we do this in an effort to help you gather all the information you need to make the best buying decision for you! If you have any further questions or concerns, please do not hesitate to reach out. We are always here for you! XOXO Tina
Answered by: IT Cosmetics
Date published: 2019-04-17

I wear Light Medium in Bye Bye Foundation what color would I need to get in the new one.

Asked by: Nannyruth
Hi there! Thanks for reaching out to us! Confidence in a Foundation has a much wider shade range than Bye Bye Foundation, so the shades will not have an exact match. Based on the information provided, we recommend trying the shade 135 Light Natural (N) in Confidence in a Foundation. We hope you try IT out! XOXO Tina
Answered by: IT Cosmetics
Date published: 2019-04-15

I used the light in the IT-O2 ultra repair liquid oxygen foundation.  What shade should I used in this new foundation?

Asked by: ang73
Hi there! Thanks for reaching out to us! We would still recommend taking a look at the Light shade family when selecting your shade in Confidence in a Foundation. For your closest match with this wider shade range, IT is important to keep your undertone in mind! Once you determine your undertone, select the lighter option of any two shades that you are between. We hope this helps, but don't hesitate to reach out to our Customer Care Team at 1.800.356.5120 for further assistance! XOXO Tina
Answered by: IT Cosmetics
Date published: 2019-04-15

I'd like to know which shade you would recommend in Confidence in a Foundation. I wear L'Oreal Infallible Pro Matte in 103 Natural Buff

Asked by: Ksmooth
Hi there! Thanks for reaching out to us! Based on your current foundation shade, we reccomend looking into the Medium shade family when selecting your shade in Confidence in a Foundation. For your closest match with this wider shade range, IT is important to keep your undertone in mind! Once you determine your undertone, select the lighter option of any two shades that you are between. We hope this helps, but don't hesitate to reach out to our Customer Care Team at 1.800.356.5120 for further assistance! XOXO Tina
Answered by: IT Cosmetics
Date published: 2019-04-15

Has anyone else noticed little white specks after applying this foundation? 

Asked by: Anna28
Yes I noticed little white specks  after applying the foundation.  The first bottle I bought had this problem I exchanged it thinking that maybe it was just  that particular bottle .  I am on the second bottle now and I’m still having the same problem.  I really love this foundation I hope I just bought a bad batch.
Answered by: Lois2121
Date published: 2019-04-13

Hello, I’m between light and medium in the original it cosmetics cc cream. I have yellow undertones. What shade would work for me in this foundation? 

Asked by: Vane98
Hi there! Thanks for reaching out to us! Based on the information provided, we recommend using the shade 145 Light Tan (W) in Confidence in a Foundation. We hope you try IT out! XOXO Ellie
Answered by: IT Cosmetics
Date published: 2019-04-13

My color in BYE BYE Foundation is Neutral Tan. I would like to switch to the Confidence in a Foundation . What color is the same in this foundation?

Asked by: GardenSandy
Hi there! Thanks for reaching out to us! Confidence in a Foundation has a much wider shade range than Bye Bye Foundation, so the shades will not have an exact match. Based on the information provided, we recommend trying the shade 300 Tan Beige (C) in Confidence in a Foundation. We hope you try IT out! XOXO Ellie
Answered by: IT Cosmetics
Date published: 2019-04-13

Hi, I’m looking for help with a shade match. I am between Fair and Fair Light in the CC cream (I mix them together). I have pink undertones. Thanks! 

Asked by: Kimmie c
Hi there! Thank you for reaching out to us. Given the information provided, we recommend looking into the shade 115 Light (C) in Confidence in a Foundation! We hope you try IT out. XOXO Tina
Answered by: IT Cosmetics
Date published: 2019-04-13
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