Leading skin-first makeup brand and Kristin Davis partner to spotlight real skin confidence
NEW YORK, Sept. 8, 2025 /PRNewswire/ -- IT Cosmetics is on a mission to empower women of all ages to feel confident in their skin and to look and feel their most beautiful. For the first time ever, IT Cosmetics is joining forces with a celebrity partner, Emmy-nominated actor and producer Kristin Davis, to spotlight its #1 SPF CC+ Foundation franchise and celebrate real skin confidence and glowing, healthy skin.
Kristin Davis first captivated audiences in her portrayal of Charlotte York in Sex and the City and quickly became synonymous with ambition and grace. Over the years, she has continued to resonate with audiences across generations — spanning boomers, Gen X, millennials, and Gen Z. Davis reprised the role in two blockbuster films and the popular new chapter And Just Like That..., while also showcasing her versatility with her current podcast Are You a Charlotte? and in past projects ranging from Couples Retreat to Holiday in the Wild. Beyond the screen, she is celebrated for her humanitarian work and advocacy, further solidifying her as a beloved and inspiring figure worldwide.
As part of the campaign, Kristin gets candid about her personal skin journey and relationship with makeup over the years to motivate others to share their own stories and spark a conversation about skin confidence. Many women, like Kristin, struggle with skin-related insecurities and a new set of changing skin concerns. That's why IT Cosmetics and Kristin Davis have teamed up for the "The Glow Comes Naturally" campaign, providing an honest look at what it means to feel confident in your skin. The brand's multitasking and hydrating CC+ Nude Glow Foundation is the perfect skin-solution to address mature skin concerns, correct imperfections and most importantly, provide an instant glow.
"As a long-time fan of IT Cosmetics, I'm excited to be joining this campaign to help empower women, like myself, to be their most confident selves, even when their skin isn't looking its best," says Kristin Davis. "When I was younger, I often took my skin for granted and I also struggled with rosacea for years. Discovering the CC+ Nude Glow Foundation was a game-changer because it improved the health of my skin while also providing just the right amount of coverage. It also includes SPF which is a non-negotiable within my beauty routine as anti-aging is top of mind. The CC+ Nude Glow Foundation is amazing because it's a one-and-done product that leaves my skin glowing and me feeling confident."
"What makes Kristin such a powerful partner for IT Cosmetics is her authenticity," says Maude Brunschwig, IT Cosmetics Global Brand President. "She doesn't just represent the brand –— she lives it. From discovering our CC+ Cream during her own skin struggles, like her rosacea, to becoming a devoted advocate of our formulas, Kristin's journey mirrors what so many of our consumers experience. Together, we're proving that beauty is not about perfection, but about feeling confident in your own skin."
As the first CC+ Foundation made with 90% skincare, CC+ Nude Glow has become Kristin Davis' go-to to drive real skin results with its powerful ingredients. Designed as the next generation of foundation, it delivers an instant healthy glow, 24-hydration, and clinically proven brighter skin in just 4 weeks*. With buildable medium coverage it still allows natural skin to shine through, encouraging users to embrace the glow and find confidence in their complexion. The product also boasts sun protection with SPF 40 and is formulated with niacinamide, hyaluronic acid, and green tea extract. Use it with the IT Cosmetics Heavenly Luxe Complexion Perfection Brush #7 for the best pairing.
Consumers looking to follow along and learn more about the product and IT Cosmetics can tune into IT Cosmetics and Kristin Davis' social channels for more glowing content.
Shoppers can purchase the CC+ Nude Glow Lightweight Foundation for $47.00 at major retailers including Ulta Beauty, Amazon, Sephora, Macy's 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.
*In just 4 weeks, this color-correcting makeup is clinically tested by experts to address your top skin concerns by visibly improving brightness, skin texture and softness and uneven skin tone.
SOURCE IT Cosmetics
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