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

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

No. 50 Serum™ Anti-Aging Collagen Veil Primer

IT’s your baby soft skin in a bottle!

Anti-aging Collagen Veil Primer

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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 & Beauty Tips
Real Results
“This primer pampers your skin with 50 skin-loving ingredients and a softening, smoothing, long-lasting barrier for flawless makeup application!”

How to Apply

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!

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.

Customer Reviews

No. 50 Serum™ Anti-Aging Collagen Veil Primer is rated 4.6 out of 5 by 157.
Rated 5 out of 5 by from Perfect primer! The combination of this primer and the IT CC cream is perfect for my face. Even over comedones it creates a smooth-looking, non-crackly surface. And it smells fantastic.
Date published: 2018-09-24
Rated 5 out of 5 by from Great Product I've been using this product for several years. It makes a great base for my foundation, plus it has anti-aging ingredients. Best primer I've ever used.
Date published: 2018-09-22
Rated 5 out of 5 by from No. 50 Serum...mesmerizing! I have been buying this serum for several years now. I also use it with the Secret Sauce moisturizer before I apply the Bye Bye foundation. All three products are perfect for me, but I particularly like the serum. It mesmerizes my skin beyond belief. I am a senior with senior skin, so the anti-aging collagen is especially great!
Date published: 2018-08-14
Rated 5 out of 5 by from Works amazing... Every IT product that I have purchased and used has been 100% amazing.... My skin is highly sensitive...and the products have been everything they say they are....
Date published: 2018-08-02
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Questions & Answers

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I am using a serum for getting rid of dark spots. How long do I have to wait before I start using No. 50 Serum?

Asked by: biggum
Hi there! Thank you for your question. We recommend allowing your serum and/or moisturizer to be completely absorbed in your skin before applying your primer. Based on your skin the actual time varies. The primer is the last step to lock in your skincare, and will create a base for your foundation. We hope this helps! XOXO Tina.
Answered by: IT Customer Care Expert
Date published: 2018-10-10

Can I use the # 50 serum as a lip primer? If not, what would you recommend? And should lip primer just go on edge of lips or all over?

Asked by: Zelda1
Hi there! Thank you for your question! We recommend applying No 50 Serum to your face, neck and under eye area. At this time we do not have a lip primer, however we are happy to pass along your interest in IT! We love to know what is important to YOU so we can make IT happen. XOXO Scarlett
Answered by: IT Cosmetics
Date published: 2018-10-10

I'm using several It Cosmetics products including the No. 50 Serum. I recently purchase the Anti-aging Armour SPF 50. Which do I put on first? The primer or the Armour? Thank you.

Asked by: Lauramt
Hi there! Thank you for your question! We recommend applying No. 50 Serum Collagen Veil Anti-Aging Primer with clean fingertips onto clean skin, or over moisturizer, before makeup application! Wait a few moments for the serum to dry before applying your Anti Aging Armour SPF 50. We hope this helps! XOXO Scarlett
Answered by: IT Customer Care Expert
Date published: 2018-08-27

Can this be used on eye lids as primer and right under the eyes

Asked by: Lisa33335
Hi there! Thank you for your question! You can use No. 50 Serum on your entire face, neck and under your eye area. You can also use IT over your night time beauty regime to keep the skin loving ingredients working round the clock! XOXO Scarlett
Answered by: IT Customer Care Expert
Date published: 2018-09-05

Hi, can I use the No.50 serum at night as my pm serum before or after I apply my moisturizer? Thanks.

Asked by: janmari
Hi there! Thank you for reaching out! We recommend applying No. 50 Serum Collagen Veil Anti-Aging Primer with clean fingertips onto clean skin, or over your night cream to maximize their results while you sleep! Use either the pump or dropper, both are included. A small amount is sufficient for your entire face, neck and under eye area! We hope this helps! XOXO Scarlett
Answered by: IT Customer Care Expert
Date published: 2018-08-07

The prior IT Cosmetics No 50 Serum that I purchased was translucent. Is this a new or replacement version of that product? If so, what is different in addition to it no longer being clear? Thank you.

Asked by: lis10
Hi there! Kindly email our Customer Care team at info@it-cosmetics.com or by phone at 1-800-356-5120 during our business hours Monday-Thursday 8:00am-7:00pm and Friday-Saturday 9am-5pm EST for further assistance. We look forward to hearing from you! XOXO Scarlett
Answered by: IT Customer Care Expert
Date published: 2018-08-07

I am 49. I think I need a serum, moisturizer, primer. I have fine lines and fine wrinkles and noticeable pores. What would you recommend and in what order? My somewhat oily areas are nose and chin. Otherwise my skin is kind of dry.

Asked by: Lauren M
Hi there! Thank you for your question. No. 50 Serum™ can absolutely be used as your one step product. IT is a quick absorbing Serum and Primer that contains 50 beneficial ingredients to nurture your skin, reduce pores, and lock in moisture. You can wear IT alone, or pair IT with Secret Sauce™ underneath. Secret Sauce™ is perfect for all skin types and reduces the look of discoloration, lines and wrinkles.You can pair both products together for added benefits! You can find Secret Sauce using the link below. We hope this helps! XOXO Tina. https://www.itcosmetics.com/whats-new/secret-sauce/ITC_696.html?dwvar_ITC__696_shade=shade#start=2
Answered by: IT Customer Care Expert
Date published: 2018-07-31

I"m allergic to fragrances. Does this contain fragrance and/or perfume? Does it have a strong perfume smell?

Asked by: HeidiU
Hi there, thanks for reaching out! We list full ingredient lists of each product on their respective product page. If you are highly allergic to an ingredient, we do recommend taking our ingredients list to your physician and consulting with them before use. Please let us know if you have any questions! XOXO Scarlett
Answered by: IT Customer Care Expert
Date published: 2018-07-24
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