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CC+ Nude Glow Foundation product is at the forefront of the campaign.
September 17, 2025
By: Melissa Meisel
IT Cosmetics says it’s on a mission to bring skin confidence to consumers.
For the brand, no better way to do that than with help from “Sex and the City” legend Kristin Davis.
To launch its new “The Glow Comes Naturally” campaign, the brand has teamed up with the Emmy-nominated actor and producer as the brand’s first leading face of the SPF CC+ Foundation franchise.
Both Kristin and IT Cosmetics know that as your skin changes, it can be difficult to feel confident – and it’s important to use products that support skin’s changing skin needs. Together, Davis and IT Cosmetics want to ignite a conversation around real skin confidence and inspire others to embrace their natural glow inside and out.
“As a longtime 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,” said 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.”
At the center of “The Glow Comes Naturally” campaign is the IT Cosmetics CC+ Nude Glow Foundation, one of Davis’ favorite skin-first makeup products that drives real skin results. As one of the market’s first CC+ Foundation with 90% skincare, the foundation delivers 24-hour hydrating coverage while acting as skincare with niacinamide, hyaluronic acid and green tea extract ingredients. The CC+ Nude Glow Foundation also boasts SPF 40 for skin protection, making it a multitasking product that leaves the skin more even and brighter over time.
CC+ Nude Glow Foundation retails for $47 at Ulta Beauty, Amazon, Sephora, Macy’s and Itcosmetics.com.
See the campaign here:
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