It Cosmetics Vitality Lip Flush Butter Gloss in Pretty in Pink: Swatch & Review

Press Sample

If you've ever seen the contents of my lip products drawer, you'd be mesmerized by a literal rainbow of lipsticks and glosses ranging from the boldest red to the deepest black. Now that I've started working in my school as part of my graduate courses, I've developed a greater appreciation for "office-safe/friendly" makeup. I'm working with kids twice a week and unfortunately while my kids might enjoy purple lips, my supervisor would be displeased.

Enter the It Cosmetics Vitality Lip Flush Butter Gloss. This wonder product is perfect for someone who wants a touch of color with major hydrating qualities. There's a plethora of hydrating oils like plum, cherry, avocado, argan, and jojoba, anti-aging collagen, and hyaluronic acid in the formula.

it cosmetics butter gloss (1 of 1)

Where to Purchase:,, Ulta stores

Price: $24 for .11 oz of product. 
Do they test on animals?: The company does not.
Packaging: The gloss comes in a slightly hefty clear tube with a silver cap that's decorated with "IT" around it. It doesn't feel cheap by any means and has a nice weight to it. The applicator is a bit different from other lipglosses, it's a slighty curved doefoot with a small reservoir on the concave side.


I have the color Pretty in Pink, a more neutral mid-tone pink with a slight touch of glass-fleck shimmer but there are a few lighter and deeper shades that have no shimmer or sparkle. The shimmer in Pretty in Pink is subtle though, it doesn't look frosty or flashy and just adds some depth to the color. 

it cosmetics vitality butter gloss


It's not a sticky lipgloss at all. It feels cushy and smooth on the lips and I personally found it to be hydrating. My lips feel smoother and softer after wearing it. I've gotten a wear time of about five hours which is quite admirable considering it's not sticky. It also doesn't feel heavy on the lips. 


It is expensive for a lipgloss ($24) but you get a lot of product in a beautiful range of colors that's also quite hydrating on the lips. It's worth scoping it out in stores, you can also wait to see if there is a set coming out on QVC or as a GWP when you're buying at Ulta!

Disclaimer: I received this lipgloss as a press sample from the company's PR. All opinions are my own. I was not compensated for this review!


  1. I've bought a couple IT Cosmetics sets in QVC auto delivery...I like the idea of getting the products and brushes and like everything I've tried so far...

  2. Love IT Cosmetics and this gloss is a "my lips but better" type shade that I adore!

  3. This looks so pretty on you and I love your lips!

  4. This sure looks like a fantastic lip gloss, good to know that it's long-wearing and non-sticky :)

  5. I don't usually gravitate towards the pinks, but that one is nice! It's almost a rose color, and with the perfect amount of shine. I keep my eyes open for price breaks on this line, one more thing to add to the wishlist!

  6. That is such a pretty natural color. Great for everyday wear!


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