IT Cosmetics Sells Out To L’Oreal For $1.2 Billion

Photo:  @makeupsessions
Photo: @makeupsessions

L’Oreal is going to acquire cruelty-free brand IT Cosmetics for 1.2 Billion in cash.

L’Oreal stated that IT Cosmetics will continue to operate under the same leadership team from its current headquarters in New Jersey.

What does this mean about their cruelty-free status? IT Cosmetics is PETA-certified and should remain cruelty-free, but it will be owned by a company that tests on animals.

Other cruelty-free brands owned by L’Oreal include NYX, Urban Decay, and The Body Shop.

It’s important to note that IT Cosmetics is not a vegan company, as they use animal ingredients such as snail secretion filtrate.

How do you feel about this acquisition?

  • PanyaV

    It doesn’t change my opinion of the brand: I still won’t buy it, since I refuse to buy from companies which use snail secretions.

  • CarolCats

    Thank you for your updated information. I did shop in the It cosmetic section at Ulta but didn’t purchase any items from this brand. And now I refuse to purchase any L’Oreal owned cosmetics. So many wonderful vegan products exist for all of our usage in all price ranges. I’ve begun grocery shopping at Fresh Thymes, and their vegan cosmetic aisles are outstanding!

    • Suzi | Cruelty-Free Kitty

      Thanks Carol! I’ll check out Fresh Thymes, too.

      • CarolCats

        Thank you, Suzi!

    • CarolCats

      Fresh Thymes is a grocery store specializing in non-GMO produce and groceries. Only cruelty-free cleaning products are stocked for sale. Their organic vegetables and fruit are wonderful! I was overjoyed – and I mean this fact – to be able to purchase all of your suggested cruelty-free soap as well as Nubian and Jason Body Lotions. I searched your best cosmetics list generated from 2015 and was pleased to read both Nubian soap and body wash listed as favorite products. Both the inexpensive and higher end “drugstore” brands are available along with a new brand (new to me) “Nourish Organic.”

  • Megan Caffery

    I was really bummed about this. I love IT Cosmetics, especially the Illumination Celebration Foundation because it is the BEST powder foundation I’ve ever used. I’m probably going to have to do a switch to BECCA foundation, which is also great, and they’re completely cruelty free.

    • Suzi | Cruelty-Free Kitty

      Thanks Megan. Definitely, I love everything I’ve tried from IT, but there’s other great products out there. :)

      • Megan Caffery

        Oh, I totally agree! It’s hard to find a really great powder foundation. Do you have any recommendations? I know I mentioned BECCA, but I wasn’t sure if you had heard good things about another brand as well.

  • Jordana R

    I totally understand from a business perspective if you’re a smaller cosmetics company how being bought by L’Oreal would be very beneficial to help grow your company. Still, I can’t help but feel disappointed over this. I do buy from brands like Urban Decay because in my opinion they are cruelty free and all cruelty free brands should be supported (I know this approach to parent companies is different for everyone) but I would be much happier if they weren’t owned by a company like L’Oreal that tests. Uch, it’s just frustrating.

    • Suzi | Cruelty-Free Kitty

      Thanks Jordana! It really is all business.

    • Maryrose

      I have a similar view Jordana. Boycotting is not the most effective way to promote veganism in my opinion. It’s like saying you won’t buy from a supermarket because they sell meat but they also sell vegan alternatives and those are the things we should be buying. These companies work off demand so we need to show them where the demand is. If that means supporting companies that are based on vegan morals then we should always chose that as the first option but I have a feeling that corporations like L’oreal won’t change unless we the people show them what we want and need.

  • Kiss & Make-up

    Yeah, I just heard about it today. It’s definitely a shame L’Oreal tests on animals.

    • Kaka

      Totally agree. It is really bad news……

  • s0fa

    It’s disappointing when so many CF companies get bought out by L’oreal, a company who’s ethical practices on this issue are so misleading. It honestly makes me want to start a new hashtag like #rathergobarefaced or something because it’s stupid for consumers to feel guilty or misled for buying a freaking lipstick. I like IT cosmetics, but this is a real shame that this keeps happening to so many makeup brands that I felt safe using at one point.

    • Suzi | Cruelty-Free Kitty

      Thanks s0fa, good points here!


    I recently decided to try to only buy products made in USA or Europe. Now I’ve started to look more at buying cruelty-free products. I now have a very small list of brands that fit into these categories and it’s really frustrating. I LOVE LaRoche Posay but to find out that they test on animals sucks. Most of the brands listed on this website as cruelty-free produce their products in Taiwan or other countries, IT Cosmetics is a perfect example of that.

    • Suzi | Cruelty-Free Kitty

      Good idea, I’m definitely going to try to put together a list of cruelty-free makeup made in the US or Europe. I know Illamasqua and NYX make some of their products in Europe (but some are still made in Taiwan).

  • SCM154

    What a disappointment! I have loved using several IT Cosmetics products and will use up what I currently have. But once they are gone, I will be moving on to something else. Thanks so much for providing a site that will help me in the search for cruelty-free replacements!

  • Lynn saunders

    Hi Ladies,I hope I can help in some way. I am part of a new high end natural based skincare and cosmetics line called Maëlle, which is PETA certified and they will also have the leaping bunny logo by 2017. This company which has been brought together by some of the top professionals in the industry who have a wealth of knowledge and experience and have worked with the likes of Sir Richard Branson. I am learning more every day about these amazing new products and I’m totally blown away. Link below please do have a look and see what you think 🌸🐰💋

  • Alice

    How sad. I was a big fan of their brushes, but I’m not going to support L’Oreal.

  • Ploy Varn

    Argh, another company bought out my L’Oreal.
    As long as certain company’s are cruelty free I will still buy from companies like Bare Minerals, IT cosmetics and Urban decay, even though their sister companies do test on animals. I’ve only recently started making the transition though, so maybe in the long-run I will re-consider it.
    I just cant believe it though… It’s a real shame that some of the most powerful companies like L’Oreal and Estee Lauder still test.

    Thanks for posting!

  • helloyou27

    This really sucks. I don’t buy from companies owned by L’Oreal because they help fund the Israeli Defense Forces and their occupation of Palestine.

    • DrTina

      I DO purchase from L’ Oreal because they HELP FUND IDF!!!

      • PanyaV

        Ditto helloyou27. IDF is horrible.

  • Carla

    Why does L’Oreal have to buy out all the good CF brands? Ugh!

  • Shelley Marks-Kramer

    It is a shame when a huge money maker buys another company and probably changes their formulations. I have been using safe, healthy products without toxic chemicals or tested on animals for almost 25 years. My favorite company is certified organic, made in Rhode Island (USA) not tested on animals, afe, healthy effective and affordable., knowing you will be safe.

  • DrTina

    I am NOT happy about this at all!

  • Layla Jones

    I just found about this today. I am very disappointed and conflicted about weather I will continue to purchase It Cosmetics. I don’t want to have to constantly check the ingredients and read up online about weather the products remain the same and if they are continuing the no-testing-on-animals policy.