The Do It All Sheer Face Tint Balm by It Cosmetics, priced at £29 on Cult Beauty, has become a favourite among mature shoppers who report it does not settle into fine lines or wrinkles. The product has earned an overall star rating of 4.5 out of five based on 3,291 reviews.
Skincare-Meets-Makeup Formula
The lightweight, multi-tasking balm delivers a radiant, natural glow with sheer, buildable coverage. It is powered by skincare ingredients including collagen peptide, hyaluronic acid, and vitamin E, which aim to improve skin texture, firmness, and hydration over time. Its solid-serum texture melts into the skin for a dewy finish without heaviness or cakiness.
Available in eight shades from pale to deep, the balm adapts to a wide range of skin tones, blurring imperfections and enhancing natural beauty.
Customer Testimonials
One satisfied shopper said: "This balm has a creamy texture that applies smoothly, and a little goes a long way. I applied it directly from the small jar into my face with a brush. It offers buildable coverage, making it easy to achieve a sheer tinted moisturizer look or a bit more coverage where needed. The dewy-satin finish leaves my skin looking fresh and feeling moisturized without feeling heavy. It helped to minimize the appearance of redness, pores and the capillary veins on my chin while still looking natural."
Another reviewer wrote: "This face balm is game-changing for any skin type, but for mature skin, it is just perfect. The tint is enough to even your skin colour, giving you a hydrated and satin finish."
A third customer noted: "I’m loving the It Cosmetics Face Balm for my mature skin. It covers redness beautifully with light, buildable coverage that doesn’t cake up. It feels more like a face serum than a makeup. I might even say it is a tinted face serum."
A fourth reviewer explained: "As you get older and develop wrinkles you don’t want anything that’s going to settle into those lines. This tiny/balm does not do that. It’s extremely comfortable on the skin and gives enough coverage to leave the skin glowy and smooth."
Comparisons to Other Products
For comparison, Jones Road's What The Foundation costs £44 and offers 16 shades, while Charlotte Tilbury's Unreal Skin Sheer Glow Tint Hydrating Foundation Stick costs £37 and comes in 20 shades. Both offer nourishing formulas with skin-loving ingredients.
Long-Lasting Performance
Another five-star review stated: "This is my 6th foundation in two weeks. This is it. Sheer foundation, totally blendable. I was so excited to try this product I didn’t do my normal skin prep routine and it didn’t look bad at all! I recommend using a brush to apply, blend out, press powder to set. You don’t need a lot, so go in with a little, and build where you need. Didn’t find it cakey at all."
One shopper concluded: "I'm totally obsessed with this new tinted serum from IT Cosmetics. It glides on so smoothly and feels like a second skin. I love how moisturizing it feels; not drying at all. I love that it has 92% skincare in it since I have mature skin. I feel like this is now going to be a must-have for me and my makeup routine."
