IT Cosmetics Expands ‘Do It All’ Franchise with Lip Transformer

IT Cosmetics has expanded its “Do It All” innovation with the launch of the Do It All Lip Transformer.

The two-in-one lip liner and balm is designed to visibly smooth, define and enhance lips, particularly addressing concerns like thinning lips and age-related vertical lines.

The multitasking lippie pairs a precision, no-bleed, 24-hour liner with a hydrating balm infused with a Hydrating Serum Complex, collagen peptide, cupuaçu butter and jojoba oil- delivering fuller, smoother-looking lips.

In a consumer study with 104 subjections, 98% felt lips were conditioned and smooth; 95% said liner applied without dragging or bleeding; and, after eight days, lip lines appeared reduced and blurred.

Do It All Lip Transformer is available at Ulta.com for $29.

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