Oct 28 2014

For the Season: It Cosmetics No. 50 Serum Anti-Aging Primer


So if you guys have read some of my skincare-related post as of late, I’ve been having some dry skin issues – more like dehydration, really.  Last winter, I’d heard one of my favorite youtubers rave about the It Cosmetics No. 50 Serum Anti-Aging Primer. It’s meant to be an anti-aging primer that is also hydrating. I didn’t really consider it at first as my skin is mostly oily-combo. However, motivated by an exceptional sale (think 50%) a few months later, I ended up purchasing it. At that time, I thought – oh well, now I own a primer that I can’t really use. And so it sat at the back of my drawer.

It Cosmetics No. 50 Serum Anti-Aging Primer 2

I’d always planned to reconsider the It Cosmetics Primer if I was ever in a “winter” situation (or perhaps around December/January). But, after recent events (my skin suffering from some out of character dryness, tightness and flakiness) – I cracked her opened a little early and boy, has she been a treat.

It Cosmetics No. 50 Serum Anti-Aging Primer 1

The It Cosmetics No. 50 Serum Anti-Aging Collagen Veil Primer (full name) is touted as a “multi-tasking luxe concentrated hydrating primer and serum in one”. It is said to be “infused with more than 50 beneficial ingredients, including hydrating anti-aging peptides, collagen, niacin, essential lipid-rich oils, vitamins, extracts and botanicals to nurture your skin and lock in moisture as it prepares it for flawless makeup application”. Furthermore It Cosmetic asserts that this primer is “clinically proven”, in just 10 days, “to reduce the appearance of pores, fine lines and brighten your skin”.


t Cosmetics No. 50 Serum Anti-Aging Primer

Those are some major claims! I’ve been using the primer for about three weeks. In terms of “immediate” results, it has definitely helped with applying more matte foundations – which were becoming a challenge for me due to my recent dryness issues. It looks and applies like a lotion rather than the heavily silicone based primers most of us are accustomed to. In fact, it feels very much like the Hourglass Primer. It sinks into the skin almost immediately, leaving my face looking and feeling very smooth, with a subtle, healthy glow. Although it creates a smooth appearance, I should also note that it doesn’t “fill in” pores quite like the Benefit Porefessional, for example. Oh, and it smells great – a slightly sweet, citrus scent (reminds me of my beloved Ole Henrisken products, actually).

It Cosmetics No. 50 Serum Anti-Aging Primer Swatch
It Cosmetics No. 50 Serum Anti-Aging Primer Swatch 2

Long-term, I cannot say with 100% confidence that it reduces the appearance of pores, fine lines and brightens the skin in just ten days.  I can say, however, that my skin has had a healthy flush about it for the past week or so. I notice is especially around the cheek area.

At $48.00 USD it’s quite spendy and I’m probably a bit more satisfied because I got it at such a discount. But I must admit, I really like the idea of a “makeup” product that also acts like skincare and I am quite happy with it.



Have you tried the It Cosmetics No. 50 Serum Anti-Aging Primer? Do you switch out your primer in the winter? Which types of primers do you prefer?





Beauty Isles on social media: BloglovinFacebook, Twitter, Instagram and Google+!





This product was purchased by the author with the author’s own money. The thoughts and opinions expressed are the author’s own honest opinions. No affiliate links. For more information see Disclaimer here.





Beauty Isles Signature    

All items featured in this post were purchased by the author unless otherwise noted. Any products or services provided as PR will be marked with an asterisk "*". This website uses Skimlinks and this post may contain affiliate links.


Skip to comment form

  1. What a beautiful, luxurious looking product x

      • Kimmy on October 29, 2014 at 4:14 pm
      • Reply

      Thanks! It is! x

  2. WOW…This sounds fantastic! I don’t like silicon feeling primers at all. I wish they would sell It Cosmetics on this side of the world too! Lovely review! xo’s

    Pink Frenzy

      • Kimmy on October 29, 2014 at 4:11 pm
      • Reply

      I wish they would as well! It’s such a great brand – I really hope that one day soon it will be available across the pond! xx

    • anoushkaloves on October 29, 2014 at 9:19 am
    • Reply

    I’m so meh about primers. The only one I have found that actually does something for me is the Hourglass Veil. Lovely review 🙂

    Anoushka xx http://www.Anoushkaloves.com

      • Kimmy on October 29, 2014 at 4:12 pm
      • Reply

      Thank you, Anoushka! This actually reminds me of the Hourglass Veil – which is another primer I really love! xx

    • elleseesyou on October 29, 2014 at 10:30 am
    • Reply

    sounds like a pretty good one!

      • Kimmy on October 29, 2014 at 4:13 pm
      • Reply

      Thanks, Elle – it is, I think. 🙂

    • kpsays on November 2, 2014 at 4:26 am
    • Reply

    I generally don’t use primers!!! I have a ton of samples, including the Porefessional and the Hourglass Veil. I need to start trying them out! I am so set in my routine that I forget to test one out! This one sounds great though – I like the idea of a primer/skincare product all in one also!

      • Kimmy on November 2, 2014 at 6:41 pm
      • Reply

      I understand, not everyone is into Primers. BUT Karen, you’ve gotta try the Hourglass Veil – it’s divine! 🙂 xo

Share your thoughts with us!

%d bloggers like this: