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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 3.9 out of 5 by 16.
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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

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 5 out of 5 by from Best light-weight full coverage Velvet Matte I’ve been using this for about 3 weeks now & am absolutely in love. I’ve always stayed away from a matte finish due to more mature skin. This formula is amazing & the velvet matte finish doesn’t settle into lines & wrinkles. I love having a full coverage foundation in this finish.
Date published: 2019-03-18
Rated 5 out of 5 by from Feels amazing! This Foundation makes your skin look extremely smooth! I wore it for 12+ Hours and it didn’t crease or crack! I have combo skin so I was super impressed. I highly recommend it!
Date published: 2019-03-18
Rated 1 out of 5 by from Awful on older skin! I was thrilled about an all-day foundation from IT ... until I tried Confidence in a Foundation. It settles into every wrinkle and adds ten years to the look of your skin. Absolutely awful! However, I tried mixing it with CC+ and the result is much better, plus the mix at least has some SPF. I’d never buy it again — I’ll stick with the CC+ even if it doesn’t last as long.
Date published: 2019-03-15
Rated 4 out of 5 by from Great Shades!! I just received my order. Great full coverage. It is lightweight. The only thing that isn't good. It's drying you need to moisturize or use a primer or it can look caked on . I purchased Med Honey (w) way to peachy!! and the Tan Golden (w) has a lot of yellow undertones which is good for me I have to offset my redness. I'm happy that they offer a full range of shades. Now if they would had these shades in the CC creams and there other foundations that would be great.!!
Date published: 2019-03-13
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Questions & Answers

Print

My shade is neutral tan in the bye bye foundation, what would be my color in this? Neutral tan is a perfect match for me

Asked by: Pith
Hi there! Thank you for reaching out to us. Based on the information provided, we recommend looking into the shade 330 Tan Natural (N) in Confidence in a Foundation! Please know you can also "Try IT On" on the product page by uploading a photo, or using the live camera! We hope this helps. XOXO Tina.
Answered by: IT Cosmetics
Date published: 2019-03-18

I am allergic to shellfish-  in the comments it says marine derived.   Does this have any shellfish derived ingredients in it? I also use light in CC cream and confidence in a compact - which color would be the most neutral?   

Asked by: Kmhutt
Hi there! Thank you for your question. All of our collagen is marine based collagen. Most reactions are caused by ingestion of fish or fish-derived ingredients and not through their topical use in cosmetics. Nonetheless, if you have any concerns about your health and using this product, we always recommend that you discuss this with your physician and follow their advice. Additionally, based on your current foundation shade, we recommend looking into 135 Light Natural (N). We hope this helps. XOXO Tina
Answered by: IT Cosmetics
Date published: 2019-03-18

I am 51. To match my skin tone, I MIX both IT bye bye foundation in LIGHT AND IT CC + illumination in MEDIUM. I have cool undertones, dark blond hair, blue-green eyes w/ redness, and blotchy. Which IT product is best for me? Which shade in this product?

Asked by: DLBee717
Hi there! Thanks for reaching out to us! In order to best assist you with selecting a foundation, we need some additional information on our end. We invite you to live chat with us, so we can learn more about any skin concerns that you may have, and make the best recommendation possible! Based on the information provided, we recommend trying the shade 200 Medium Shell (C) in Confidence in a Foundation specifically! We hope this helps, but don't hesitate to let us know if you have any other questions! XOXO Ellie
Answered by: IT Cosmetics
Date published: 2019-03-16

Is this new foundation fragrance free, paraben free, and talc free?

Asked by: amed
Hi there! Thanks for reaching out! Confidence in a Foundation is fragrance free, paraben free, and talc free. We hope you try IT out! XOXO Ellie
Answered by: IT Cosmetics
Date published: 2019-03-15

How do I know the comor? I use Tan color in Bye bye Foundation or CC cream, thank you

Asked by: Martas
Hi there! Thanks for reaching out to us! We would still recommend taking a look at the Tan 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: 2019-03-14

If this foundation has a warning because of the high concentration of hydolyzef collagen then how can it be good for sensitive skin. I love your cc illumination foundation but cannot use because of the snail secretion. Any without?

Asked by: Karoxy62
Hi there! Thank you for your question. Confidence in a Foundation includes a higher level of marine-hydrolyzed collagen, which is why we have placed a warning label on the boxes and bottles of those units, so users who may be sensitive to these types of ingredients can make an informed buying decision. Hydrolyzed collagen is recognized in the beauty industry for its hydrating properties and is infused in our formula along with a number of other moisturizing agents, resulting in a product that delivers up to 24 hours of hydration.We hope this helps! XOXO Tina
Answered by: IT Cosmetics
Date published: 2019-03-13

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

Asked by: Anna28
Hi there! Thank you for reaching out. Kindly contact our Customer Care Team at 1.800.356.5120 Monday through Thursday 8 a.m. to 8 p.m. ET, Friday and Saturday 9 a.m. to 6 p.m. Looking forward to hearing from you. XOXO Tina
Answered by: IT Cosmetics
Date published: 2019-03-12

Am I missing an SPF in this foundation? How could that be? So what would you wear underneath it that would keep the foundation’s properties true without being effected by a lotion underneath?

Asked by: Nanneyboat
Hi there! Thank you for your question. Confidence in a Foundation is not formulated with SPF. You can however pair IT with your favorite SPF, moisturizer, and or primer underneath if you choose! You will still get the skin loving ingredients from Confidence in a Foundation! We hope this helps. XOXO Tina
Answered by: IT Cosmetics
Date published: 2019-03-12
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