It Cosmetics Bye Bye Foundation Review


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Bye Bye Foundation

Bye Bye Foundation is the flagship product for It Cosmetics. It is a tinted moisturizer which lasts all day.

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Claims & Features

  • Covers everything, feels like you’re wearing nothing
  • Softer, smoother skin
  • Reduction in visible wrinkles
  • Improved pores
  • SPF 50+
  • Shades include light, medium, tan, and rich
  • Corrects, perfects, protects

The product’s description on the official website reads:

This game-changing formula is designed with our exclusive 3D SKIN FLEX™ Technology to deliver sheer, buildable coverage that lasts all day and instantly balances skin tone and SPF 50+ sunscreen ensure that you’re not just covering your skin…you’re caring for IT.

It is also stated that the foundation targets skin on three levels: Correcting, Perfecting, and Protecting.

Cost & Availability

The full line of It Cosmetics includes a variety of products which range from about $20-$60. The infomercials and QVC airings typically showcase two “Beautiful You” collections: A 7-piece kit for $49.95 and a 5-piece kit for $39.95. The flagship Bye Bye Foundation Full Coverage Moisturizer is $65 for a 1.08fl oz tube. It can also be found included in advertised kits, albeit in a smaller size.

There is a 60-day money back guarantee, minus shipping and handling costs, and you can keep any free gifts that were included with your purchase.

Bye Bye Foundation Reviews

A full review of the entire It Cosmetics line is beyond the scope of this review, so we will concentrate on the highly-touted Bye Bye Foundation Full Coverage Moisturizer. This product tackles three pillars of facial skin care: tinted coverage, sunscreen protection, and moisturizer.

The entire It Cosmetics line is fronted by spokeswoman and founder Jamie Kern Lima, who claims that she could not find an effective cosmetic while working as a news anchor in her 20s. “Unlike many cosmetics, which have a pinch of skincare added as an afterthought, our formulas all begin as cutting-edge skincare -THEN we add high-performance pigments and protectants for weightless, ultra-buildable coverage,” her bio reads. Jamie shows before and after photos in which her rosacea is completely concealed using her foundation.

Bye Bye Foundation has three general categories of user reviews by those who have actually tried the product: 1. It works, 2. It’s too expensive, 3. The shades are either perfect, or don’t match.

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Culling reviews from the internet and our own in-house evaluation, it is safe to say that Bye Bye Foundation tends to average around a 4-star rating. Satisfaction is quite high with those who use it, with excellent coverage and the fact that it lasts all day being regularly cited as the product’s high points. There have been numerous reviewers who loved the product, but still gave it a lower rating simply because of the cost. Even some loyal It Cosmetics customers have said that $65 for a 1.08oz tube is excessive.

Perhaps the primary complaint about the product itself has been that very fair skinned users are sometimes unable to find a shade to closely match their skin tone. Those who have found a matching shade and don’t mind the cost have described it as a must-have skin care product.

You can purchase the “Beautiful You” kits for $40-$50, but ordering these will automatically sign you up for the auto-ship program, which means you’ll be automatically sent – and charged – for three months of supplies at a time. Keep in mind that the kits include an “introductory size” of the included products, which in the case of Bye Bye Foundation is around half of the full size. You can upgrade the kit to full size for another $5.99, but again you’ll be charged for three months at a time after 30 days.

Bye Bye Foundation is to be applied using your fingertips. You start at the center of your face and then blend outward from there. Start with a small amount, and then apply more until you achieve the desired look.

We would like to acknowledge that – unlike the vast majority of product pages – the It Cosmetics page for Bye Bye Foundation actually includes negative reviews from customers. Although that could still be a moderated page of reviews, at least they allow some dissenting opinions on the product, which is of benefit to consumers.

Similar Products

Bye Bye Foundation is a solid product, but its price may lead frugal shoppers to investigate other options. There are a number of tinted moisturizers available at Amazon, many of which cost a fraction of Bye Bye Foundation while sporting many of the key benefits. Consider, for example, PureLx which costs $14 for a 2 oz tube, offering SPF 30 protection.


The chart below shows search history on Google for Bye Bye Foundation. As you can see, there was a significant jump in interest in mid-2015 when infomercials began airing late nights and on weekends. It has received a significant jump in January 2016 as television advertising as increased.

Epic Conclusion

Bye Bye Foundation is an effective product with a rather hefty price tag. With excellent coverage and an all-day durability, Bye Bye Foundation delivers for most customers, although very fair skinned users may want to closely examine the shading chart to see if they can find an appropriate match. We recommend skipping the advertised kit with the smaller size and undesirable auto-ship.

If you’ve used Bye Bye Foundation, please give it a star rating and comment below.

This review has been updated since its original publication in August 2015.