“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

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 4.2 out of 5 by 318.
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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 5 out of 5 by from Finally! I love this foundation! Being a woman of color makes it difficult to find a good color match with foundation. This foundation is great. Goes on well, blends easy, matte finish, feels light!
Date published: 2019-05-17
Rated 5 out of 5 by from Everything great Great color, great coverage, and doesn’t settle in pores.
Date published: 2019-05-17
Rated 4 out of 5 by from Luv my IT Cosmetics I have used this brand for a couple years now. Luv their products, the eyebrow pencils and tightline mascara is AWESOME
Date published: 2019-05-16
Rated 5 out of 5 by from Love IT!!! I really like this new foundation. It covers really well and does not break my face out.
Date published: 2019-05-15
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Questions & Answers

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Does is last all day I work with kids all day n come home to my own kids so I need something that last all day if this on doesn't what do you recommend

Asked by: Rachell
Hi there! Thank you for reaching out to us. Confidence in a Foundation delivers all day humidity-proof full coverage! IT works great to give you flawless lightweight results that last. We hope you try IT out! XOXO Tina
Answered by: IT Cosmetics
Date published: 2019-05-10

I wear Fair Light in your Bye Bye Foundation Full Coverage Moisturizer™ with SPF 50+ what color would you recommend? My skin has red undertones in it with freckles. I went to a makeup event at Ulta and they used Light Natural but it seems too yellow. 

Asked by: Maryannsienk
Hi there! Thanks for reaching out to us! Based on the information provided, we recommend using the shade 125 Light Beige (C) in Confidence in a Foundation. We hope you try IT out! XOXO Ellie
Answered by: IT Cosmetics
Date published: 2019-05-02

In addition to being oil free, is this foundation non comedogenic? I suffer from cystic acne and am always looking for non comedogenic products that provide full coverage. 

Asked by: Lisa TK
Hi there! Thanks for reaching out to us! Confidence in a Foundation is made with skin loving ingredients, but is not non-comedogenic. If you have any concerns, we recommend checking out our CC Oil Free Matte instead! IT is oil free and non-comedogenic. We hope this helps! XOXO Ellie
Answered by: IT Cosmetics
Date published: 2019-05-02

I use deep in the cc cream, which matches perfectly. What color would I use in the confidence foundation?

Asked by: Meka35
Hi there! Thanks for reaching out to us! Based on the information provided, we recommend checking out the shade 435 Rich Warm (W) in Confidence in a Foundation. We hope this helps! XOXO Ellie
Answered by: IT Cosmetics
Date published: 2019-05-02

I switch between the shades Neutral Tan and Tan in Your Skin But Better CC+ oil free matte finish. What shade would I be in this formulation? 

Asked by: Kimster042
Hi there! Thanks for reaching out! Based on the information provided, we recommend using the shade 325 Tan Ginger (C) in Confidence in a Foundation. We hope you try IT out! XOXO Ellie
Answered by: IT Cosmetics
Date published: 2019-04-29

How do I choose the right shade for me . Also I live in Carlsbad New Mexico it gets very hot in the summer other markups melt right off will this make up do the same

Asked by: Cinni
Hi there, thank you for reaching out to us! We would love to speak with you further to suggest the right shade for you. We invite you to Live Chat with us at itcosmetics.com so we can discuss your skin and make the best recommendation possible. We are available on Live Chat Monday-Thursday 8am-7pm and Friday-Saturday 9am-5pm EST. We look forward to speaking with you! XOXO Ellie
Answered by: IT Cosmetics
Date published: 2019-04-29

I wear Medium tan in the bye bye foundation. What color should I wear for this? 

Asked by: Kemdee
Hi there! Thank you for your question. Confidence in a Foundation has a much wider shade range than Bye Bye Foundation, so the shades will not have an exact match. However, if Medium Tan is your perfect match in Bye Bye Foundation, we recommend looking into 305 Tan Golden (W) in Confidence in a Foundation! Tan Golden is formulated for Medium Tan complexion with warm undertones. We hope you try IT out! XOXO Tina
Answered by: IT Cosmetics
Date published: 2019-04-24

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
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