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?

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38 Comments on "IT Cosmetics Sells Out To L’Oreal For $1.2 Billion"

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PanyaV
Guest

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
Guest

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 Scheler
Guest

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

CarolCats
Guest

Thank you, Suzi!

CarolCats
Guest
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
Guest

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 Scheler
Guest

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

Megan Caffery
Guest

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.

drew rose
Guest

I really like the tarte powders!

Jordana R
Guest

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.

http://www.clearconsciencebeauty.com

Suzi Scheler
Guest

Thanks Jordana! It really is all business.

Maryrose
Guest
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… Read more »
Kiss & Make-up
Guest

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

Kaka
Guest

Totally agree. It is really bad news……

s0fa
Guest

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 Scheler
Guest

Thanks s0fa, good points here!

Mileska Rodriguez
Guest

Me too! I’m really upset about this because this was the best cc cream ever.

UNICORNS BACON
Guest

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 Scheler
Guest

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
Guest

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
Guest
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… Read more »
Alice
Guest

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

Ploy Varn
Guest

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!

ployvarn.com

helloyou27
Guest

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
Guest

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

PanyaV
Guest

Ditto helloyou27. IDF is horrible.

Carla
Guest

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

Shelley Marks-Kramer
Guest

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. http://www.PureHavenEssentials.com/ShelleyKramer, knowing you will be safe.

DrTina
Guest

I am NOT happy about this at all!

Layla Jones
Guest

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.

Andrea Glassner Powell
Guest
Andrea Glassner Powell

Bye Bye it cosmetics.
Smash box has a new customer!

Sherry584@msn.com
Guest

Extremely disappointed!!?

Curiouser49
Guest

Not happy about this. It seems to always come down to the money. People just never seem to have enough! I will not be buying these products anymore. There are many other companies that are still cruelty free.

Gail Rose
Guest

Allowing these mega companies to grow and grow is the grave danger of our economy and world. So many wonderful companies start out with ethics as their priority only to sell out to greed when they succeed. IT and L’Oreal will get none of my money.

Susan
Guest

I think it will boil down to how much freedom the founders have in ultimate decision making. In addition to the in animal testing issue, for me their products to me are superior to L’Oreal. I hope this acquisition won’t taint their innovative products – ones that really help and pretty much do what they say they do. i dont want the bottom focus lto harm their original intent of supplying top quality products for the everyday woman who wants to look their best.

Erika B
Guest

Honestly, I am a bit confused as to how a product with snail secretions would be CF as to produce large amounts don’t the Snails have to be stressed into doing so as well as farming? I always cringe when a CF company sells to a non-CF company. Though it would be nice if the non-CF company would become CF, however they usually don’t and then the CF company usually ends up selling in China, ugh!

Julie
Guest

Have been an IT girl since its inception. Now sadly need to find another brand. I actually use Bye Bye concealer as a foundation. Anyone know of another foundation (cream/not liquid) that has this kind of coverage? Sad, sad, sad

Elizabeth
Guest

If they test on it cosmetics they probably wouldn’t even give u your most beautiful skin anymore. And people wouldn’t buy it it all. Disappointed 😭😡

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