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XOXO Jamie
“This primer pampers your skin with 50 skin-loving ingredients and a softening, smoothing, long-lasting barrier for flawless makeup application!” XOXO jamie

No. 50 Serum™ Anti-Aging Collagen Veil Primer

IT’s your baby soft skin in a bottle!

Anti-aging Collagen Veil Primer
1 US fl. oz. / 30 ml /
$48.00
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Why You'll Love IT

A true beauty breakthrough. Multi-tasking, concentrated, hydrating primer and serum in one. Infused with more than 50 beneficial ingredients to nurture your skin and lock in moisture as it prepares it for flawless makeup application. The innovative formula is quickly absorbed to hydrate your skin without the greasy feel of typical primers. Prepares your skin for make-up application all while diffusing the appearance of visible pores and without the product settling into lines and wrinkles.

Includes 10 essential oils and butters, 10 nourishing botanicals, 30 fruit and plant-based extracts plus powerful antioxidants and vitamins including vitamin A, B5, brightening C & E! Peptides, hydrolyzed collagen, silk and niacin all work together for you all daylong, while hyaluronic acid provides a healthy drink of hydration your skin. Aloe, jojoba, licorice root, chamomile and colloidal oatmeal, just to name a few, offer a load of benefits including soothing and comforting your skin. Powerful antioxidants work to ward off free radicals and protect your skin from the environment to aid in the prevention of premature aging, keeping your skin luminous, supple and healthy looking! Paraben-free, talc- free, sulfate-free and cruelty-free.

Key Benefits
  • Developed with plastic surgeons
  • Packed with more than 50 amazing ingredients for younger looking skin
  • Reduces the appearance of visible wrinkles and dryness
Ingredients
WATER, CYCLOPENTASILOXANE, CYCLOTETRASILOXANE, DIMETHICONE, ISODODECANE, VINYL DIMETHICONE/METHICONE SILSESQUIOXANE CROSSPOLYMER, GLYCERIN, DIMETHICONE/VINYL DIMETHICONE CROSSPOLYMER, HEXYL LAURATE, CYCLOHEXASILOXANE, OZOKERITE, PEG-10 DIMETHICONE, PETROLATUM, SODIUM CHLORIDE, CAPRYLYL METHICONE, CETYL PEG/PPG-10/1 DIMETHICONE, POLYGLYCERYL-4 ISOSTEARATE, POLYMETHYLSILSESQUIOXANE, POLYSILICONE-11, CAPRYLYL GLYCOL, ETHYLHEXYLGLYCERIN, SORBITAN OLIVATE, 1,2-HEXANEDIOL, BUTYLENE GLYCOL, DISODIUM EDTA, PROPYLENE GLYCOL, VITIS VINIFERA (GRAPE) SEED OIL, UBIQUINONE, SQUALANE, SIMMONDSIA CHINENSIS (JOJOBA) SEED OIL, MARIS AQUA/SEA WATER/EAU DE MER, PUNICA GRANATUM SEED OIL, PERSEA GRATISSIMA (AVOCADO) OIL, ORBIGNYA OLEIFERA SEED OIL, NIACINAMIDE, MANGIFERA INDICA (MANGO) SEED BUTTER, COFFEA ARABICA (COFFEE) SEED EXTRACT, CITRUS AURANTIUM DULCIS (ORANGE) OIL, CITRUS GRANDIS (GRAPEFRUIT) PEEL OIL, CAFFEINE, ARGANIA SPINOSA KERNEL OIL, ARBUTIN, ADENOSINE, ANTHEMIS NOBILIS FLOWER WATER, LACTOBACILLUS/HONEYSUCKLE FLOWER/LICORICE ROOT/MORUS ALBA ROOT/PUERARIA LOBATA ROOT/SCHIZANDRA CHINENSIS FRUIT/SCUTELLARIA BAICALENSIS ROOT/SOPHORA JAPONICA FLOWER EXTRACT FERMENT FILTRATE, ILLITE, BETULA PLATYPHYLLA JAPONICA JUICE, PERFLUOROHEXANE, HIBISCUS SABDARIFFA FLOWER EXTRACT, CAVIAR EXTRACT, SNAIL SECRETION FILTRATE, OLEA EUROPAEA (OLIVE) LEAF EXTRACT, CUCUMIS SATIVUS (CUCUMBER) FRUIT EXTRACT, CAMELLIA SINENSIS LEAF EXTRACT, CHRYSANTHEMUM INDICUM FLOWER EXTRACT, CHOLESTERYL CHLORIDE, CHOLESTERYL ISOSTEARATE, CHOLESTERYL NONANOATE, ALCOHOL, ARNICA MONTANA FLOWER EXTRACT, ALCHEMILLA VULGARIS EXTRACT, ANANAS SATIVUS (PINEAPPLE) FRUIT EXTRACT, ACTINIDIA CHINENSIS (KIWI) FRUIT EXTRACT, PUERARIA LOBATA ROOT EXTRACT, PERFLUORODECALIN, MORUS ALBA FRUIT EXTRACT, MAGNOLIA KOBUS BARK EXTRACT, GLYCINE SOJA (SOYBEAN) SPROUT EXTRACT, DIOSPYROS KAKI LEAF EXTRACT, CINNAMOMUM CASSIA BARK EXTRACT, ARTEMISIA PRINCEPS LEAF EXTRACT, PENTAFLUOROPROPANE, CURCUMA LONGA (TURMERIC) ROOT EXTRACT, ACHILLEA MILLEFOLIUM EXTRACT, STEARETH-20, MARRUBIUM VULGARE EXTRACT, PHENOXYETHANOL, GENTIANA LUTEA ROOT EXTRACT, ARTEMISIA ABSINTHIUM EXTRACT, HYDROGENATED LECITHIN, VERONICA OFFICINALIS EXTRACT, PRIMULA VERIS EXTRACT, MENTHA PIPERITA (PEPPERMINT) LEAF EXTRACT, MELISSA OFFICINALIS LEAF EXTRACT, MALVA SYLVESTRIS (MALLOW) EXTRACT, HYDROLYZED HYALURONIC ACID, COLLOIDAL OATMEAL, HYDROLYZED SILK, CITRIC ACID, POTASSIUM SORBATE, SODIUM BENZOATE, ALGAE EXTRACT, ALOE BARBADENSIS LEAF EXTRACT, N-HYDROXYSUCCINIMIDE, HYDROLYZED COLLAGEN, CAPRYLHYDROXAMIC ACID, TOCOPHEROL, THIAMINE HCL, RIBOFLAVIN, RETINYL PALMITATE, PANTOTHENIC ACID, PALMITOYL OLIGOPEPTIDE, NIACIN, FOLIC ACID, CHRYSIN, CARNITINE HCL, BIOTIN, ASCORBIC ACID, PALMITOYL TETRAPEPTIDE-7, CHLORHEXIDINE DIGLUCONATE, TITANIUM DIOXIDE (CI 77891), MICA (CI 77019).

How to Apply

Apply No. 50 Serum™ Collagen Veil Anti-Aging Primer with clean fingertips onto clean skin, or over moisturizer, before makeup application. Use either the pump or dropper, both are included. A small amount is sufficient for your entire face, neck and under eye area. Wait a few moments for the serum to dry before applying foundation. Can also be worn as a daily moisturizer, or over the top of your night creams to maximize their results while you sleep!

Beauty Tips

Use No. 50 SerumTM Anti-Aging Collagen Veil Primer over your night time beauty regime to keep the skin loving ingredients working round the clock!

How to Apply

Apply No. 50 Serum™ Collagen Veil Anti-Aging Primer with clean fingertips onto clean skin, or over moisturizer, before makeup application. Use either the pump or dropper, both are included. A small amount is sufficient for your entire face, neck and under eye area. Wait a few moments for the serum to dry before applying foundation. Can also be worn as a daily moisturizer, or over the top of your night creams to maximize their results while you sleep!

Real Beauty. Real Results.TM

Clinically shown results!

  • 96% saw softer, smoother skin*
  • 88% saw brighter, younger-looking skin*
  • 77% saw reduction in the appearance of pores and wrinkles*

*Results observed in a consumer panel survey.

XOXO Jamie XOXO jamie
“This primer pampers your skin with 50 skin-loving ingredients and a softening, smoothing, long-lasting barrier for flawless makeup application!” XOXO jamie

Customer Reviews

No. 50 Serum Anti-Aging Collagen Veil Primer is rated 4.8 out of 5 by 70.
Rated 5 out of 5 by from
Date published: 2016-11-29
Rated 5 out of 5 by from Love the way it makes my face feel. I bought this about 3-4 weeks ago and love the way it makes my face feel. I only have one complaint and that is the "pump" cap keeps falling off. I had to switch over to the "dropped". I prefer the "pump" more.
Date published: 2016-11-29
Rated 5 out of 5 by from Won't be without IT! I've tried several primers - but this is the very best one! My skin looks silken after applying my makeup (IT of course!) looks fabulous.
Date published: 2016-11-28
Rated 5 out of 5 by from No 50 I love this product! It makes your skin so soft and moist. I highly recommend this to anyone looking for a fabulous look!
Date published: 2016-11-27
Rated 5 out of 5 by from Feels like silk! This is a must have for your routine! It makes my skin so soft and smooth. It also lasts all day and doesn't dry out my skin!
Date published: 2016-11-27
Rated 5 out of 5 by from Great product I love this serum, I don't have to wear foundation if I don't want to when I wear this.
Date published: 2016-11-27
Rated 5 out of 5 by from Wonderful serum I have newly discovered IT cosmetics, and so far this is one of my favorites, although I have loved almost everything I've tried. At 62 my skin just seems to drink it in- fabulous under CC cream or just powder. I don't wear a lot of makup and this makes my skin look very smooth and polished- also use it in the evening with Confidence in a Cream. A winner!
Date published: 2016-11-25
Rated 5 out of 5 by from AWESOME!!! I recently bought the No 50 Serum Anti-Aging Collagen Veil Primer and I LOVE it! It goes on so smoothly and makes my skin feel and look great! Another great IT product I can't be without!!!!!
Date published: 2016-11-24
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Questions & Answers

I am considering the bye bye foundation, which says it is a moisturizer/foundation in one. If this is true, in what order would you use a primer with it? Normally I would moisturize first, then add primer, then foundation. Whats the order with these?

Asked by: mrsjulie
Hi Julie, that is a great question! You would still continue to use everything in the same order, so first apply the primer to your skin and let IT absorb and then apply Bye Bye Foundation right on top! Hope this helps! XOXO Molly
Answered by: IT Customer Care Expert
Date published: 2016-12-07

I am using the Bye Bye foundation, it looks great in the morning but needs to be reapplied by noon...will using this primer help? I'm 66 and love the coverage but wish it wouldn't go bye bye midday

Asked by: telephony
Hi there, thanks for reaching out to us! Are you setting your Bye Bye Foundation with powder? Setting your foundation with Bye Bye Pores Powder will help to set your makeup in place and keep IT lasting all day! Primer will also help to keep your foundation lasting all day and help to blur the look of pores. Try our No. 50 Primer for this! You can find the link to both of these products below. We hope you try IT out! XOXO Nicole https://www.itcosmetics.com/bye-bye-pores-pressed https://www.itcosmetics.com/no-50-serum-anti-aging-collagen-veil-primer
Answered by: IT Customer Care Expert
Date published: 2016-08-10

Are IT cosmetics noncomedogenic?

Asked by: Twilight
Hi there! All of our products are designed for those with sensitive skin or skin concerns and made with only the best skin loving, beneficial ingredients. So while we are not non-comedogenic, the ingredients we used are not known to cause break outs. Since all skins are different, we do always recommend that your consult with your doctor as they would know best if you should be using a product or not. XOXO Abby
Answered by: IT Customer Care Expert
Date published: 2016-07-01

I'm a little perplexed! I've read your answers to your many question concerning primer. My understanding is that skin care is put on first then primer then makeup. In my case, that would be Confidence in a Cream, No.50 primer & Celebration foundation

Asked by: hswartzfager
Hi there, this is a great question! Although No. 50 Serum Primer has serum properties to IT, it is a true primer. This means that it would be applied after moisturizing with your Confidence in a Cream and before your Celebration Foundation. So you have IT down perfectly! XOXO Molly
Answered by: IT Customer Care Expert
Date published: 2016-06-29

Hi, What is the difference between this primer and the confidence cream?

Asked by: dock2bay
We'd be happy to give you more information. Both are amazing products that are packed with skin-loving, anti-aging ingredients. Confidence in a Cream is a true skincare product and a moisturizer that will deliver powerful anti-aging results both instantly and more drastically over time. No. 50 Primer Serum is first and foremost a primer that smooths the surface of your skin for better foundation application. You can choose to use both, since they have different functions, or just one of the two. We hope this helps! XOXO Cameron
Answered by: IT Customer Care Expert
Date published: 2016-04-15

I am 31 and I have combination oily skin and am acne prone along with worrying about anti aging.  Will this cause breakouts? I noticed it's not oil free.

Asked by: erscott
All of our products are formulated with sensitive skin in mind and this primer is packed with anti-aging, skin-loving ingredients. But because everyone has different sensitivity levels to different ingredients, it's hard to say for sure whether it will work for you. We have a full list of ingredients for all of our products on our website. We always recommend that you consult with your dermatologist before using our products if you have any concerns. Please let us know if you have any other questions! XOXO Cameron
Answered by: IT Customer Care Expert
Date published: 2016-03-17

If I use the CC+SPF 50, would I use this before applying the CC cream?  I also use the CC SPF 50 powder. 

Asked by: TracyS
Great question! No. 50 is a primer serum that will smooth the surface of your skin for better foundation application. So we recommend that you apply this first, then the CC Cream, then the CC Airbrush Perfecting Powder on top to set everything. Hope this helps! Let us know if you have any other questions. XOXO Cameron
Answered by: IT Customer Care Expert
Date published: 2016-03-11

If you use the CC + do you put this under or over it? If over, then what would you need it for it you're not priming for foundation?

Asked by: SallyDee
This is an amazing primer that can double up as your skincare! We recommend that you apply this before any makeup to smooth the surface of your skin for better foundation application. We hope this answered your question! XOXO Cameron
Answered by: IT Customer Care Expert
Date published: 2016-03-09
  • 2016-12-09T08:16CST
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