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Do It All Sheer Tint Face Balm is a clinically tested, 4-in-1 skin tint designed with a 92% skincare-based makeup formula ideal for mature skin.
January 15, 2026
By: Lianna Albrizio
IT Cosmetics is doubling down on real beauty and its commitment to women over 40 by continuing to encourage them to embrace skin confidence in every stage of life.
The brand has partnered with actress, designer and podcast host Jennie Garth to celebrate the launch of its skin-first complexion innovation: Do It All Sheer Tint Face Balm. The skin care makeup hybrid is dubbed an “essential solution” for makeup minimalists and those rethinking their approach to complexion as their skin evolves.
Designed to instantly enhance natural radiance and address the needs of mature skin, the Do It All Sheer Tint Face Balm is a clinically tested, 4-in-1 skin tint designed with a 92% skincare-based makeup formula aimed to bring skin confidence back to women over 40.
Available in 15 shades, it delivers an instant glow once applied while improving the look of one’s natural complexion over time. It features collagen peptide, hyaluronic acid and vitamin E that delivers 24-hour hydration. The tinted balm starts solid and changes into a serum-like texture that results in a “mistake-proof finish,” per the brand, by visibly firming and minimizing the look of lines for mature skin.
As an extension of this launch, IT Cosmetics will introduce “Bet You Thought…” a relatable and humor-forward platform designed to create authentic conversations around confidence after 40 with Garth at the helm.
“I’ve always been a fan of IT Cosmetics, but once I heard about their newest innovation, the Do It All Sheer Tint Face Balm, I had to partner with the brand to broadcast what this means for women my age looking for real beauty solutions,” said Garth. “At this stage in my life, it’s about feeling comfortable and confident in who I am, and I want my makeup routine to reflect that. This lightweight skincare-infused makeup product minimizes fine lines and gives me sheer coverage, while still allowing my skin to look like my skin. It gives me that healthy-looking radiance, and I think it’ll become a staple for many women wanting to show off their natural beauty.”
The campaign rollout will also span local broadcast, digital video, streaming providers, across social, and will be featured in-store at Ulta nationwide.
Do It All Sheer Tint Face Balm retails for $34 at Ulta and itcosmetics.com.
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