IT Cosmetics has unveiled a new complexion product, announcing the launch of the Do It All Sheer Tint Face Balm, its latest skin-first makeup innovation. The launch was revealed on 15 January 2026 and marks the brand’s most significant complexion release since CC+ Cream. The new product is supported by a campaign featuring actress, designer and podcast host Jennie Garth.
According to the company, the Do It All Sheer Tint Face Balm has been developed to enhance natural radiance while meeting the evolving needs of women aged 40 and over. The formula is made up of 92% skincare-based ingredients and is designed to provide sheer, buildable coverage while supporting skin appearance over time. IT Cosmetics confirmed the product will be highlighted through a television commercial and wider campaign fronted by Garth.
Jennie Garth, widely recognised for her long-standing television career, is partnering with the brand to help normalise conversations around mature and changing skin. As part of the launch activity, she took part in a morning show-style discussion with IT Cosmetics Global Makeup Coach Erica Taylor, focusing on confidence, skin changes and how beauty routines can shift over time.
“I’ve always been a fan of IT Cosmetics, but once I heard about their newest innovation, the Do It All Sheer Tint Face Balm, I had to partner with the brand to broadcast what this means for women my age looking for real beauty solutions,” says Jennie Garth. “At this stage in my life, it’s about feeling comfortable and confident in who I am, and I want my makeup routine to reflect that. This lightweight skincare-infused makeup product minimizes fine lines and gives me sheer coverage, while still allowing my skin to look like my skin. It gives me that healthy-looking radiance, and I think it’ll become a staple for many women wanting to show off their natural beauty.”
Maude Brunschwig, IT Cosmetics Global Brand President, said the product was developed with mature skin in mind. “With the new Do It All Sheer Tint Face Balm, we set out to create a skin-first complexion innovation that delivers sheer coverage while addressing the evolving needs of mature skin over time,” she says. “We innovate on behalf of real women, especially those over 40, who want visible results and products that let them feel confident in the skin they’re in. Jennie’s authenticity and approach to aging make her a natural voice for this campaign.”
The clinically tested 4-in-1 tinted balm contains Collagen Peptide, Hyaluronic Acid and Vitamin E, with studies showing improvements in skin appearance after four weeks of daily use. The product offers up to 24-hour hydration, is available in 15 shades and can be applied using a brush or fingers.
To support the launch, IT Cosmetics is rolling out a 360 marketing campaign across broadcast, digital, streaming, social media and in-store activations at Ulta nationwide. The Do It All Sheer Tint Face Balm is available now for USD 34.00 at Ulta Beauty and itcosmetics.com.
About IT Cosmetics
IT Cosmetics was founded in 2008 by Jamie Kern Lima, a TV news anchor who was unable to find products that solved her beauty concerns. Developed with plastic surgeons’ insights and dermatologists’ ingredient and skincare expertise, IT Cosmetics creates problem-solving, skin-loving formulas that give you visible results.
