In the world of clean, high-performance beauty brands, Thrive Causemetics and IT Cosmetics are two names that consistently stand out—especially at Ulta Beauty, where both enjoy strong followings. Each brand brings a unique blend of innovation, inclusivity, and skincare benefits to their makeup lines, making it a tough choice for shoppers. In this Ulta showdown, we’ll compare Thrive Causemetics vs. IT Cosmetics across key factors to help you decide which brand suits your beauty needs best.
Brand Philosophy and Mission
Thrive Causemetics
Thrive is built on the principle of “Beauty with a Purpose.” For every product sold, the brand donates a product to a woman in need, supporting survivors of domestic abuse, cancer, and homelessness. Thrive focuses on vegan, cruelty-free, and clean ingredients with clinical-grade performance.
IT Cosmetics
Founded by makeup artist Jamie Kern Lima, IT Cosmetics emphasizes skin-loving makeup that combines coverage with skincare benefits. The brand is known for addressing skin concerns like aging, redness, and acne through dermatologist- and plastic surgeon-tested formulas. IT is also cruelty-free but not fully vegan.
Winner: Thrive Causemetics edges ahead for its direct social impact and fully vegan commitment, while IT Cosmetics shines in clinical skincare innovation.
Product Range and Innovation
Thrive Causemetics
Thrive offers a curated collection focusing on multitasking essentials—best known for its tubing mascara, CC cream, eyeliners, and versatile color sticks. The lineup is minimal but targeted, prioritizing performance and clean ingredients.
IT Cosmetics
IT boasts a broader product range, including foundations, concealers, powders, primers, and skincare-infused products like the popular Your Skin But Better CC+ Cream. Their innovation lies in products that provide full coverage with anti-aging and moisturizing benefits.
Winner: IT Cosmetics for its expansive product offerings and breakthrough formulas addressing multiple skin concerns.
Performance and Coverage
Thrive Causemetics
Thrive’s standout product, the Liquid Lash Extensions Mascara™, uses tubing technology for smudge-proof, lengthening lashes. Its Buildable Blur CC Cream™ offers medium coverage with a natural finish, ideal for everyday wear and sensitive skin.
IT Cosmetics
IT’s Your Skin But Better CC+ Cream delivers full coverage with SPF 50+ and a skin-smoothing finish, often compared to foundation-level coverage. Their concealers and powders provide reliable, long-lasting coverage suited for a variety of skin types and conditions.
Winner: IT Cosmetics for superior coverage options and more diverse complexion solutions.
Shade Range and Inclusivity
Thrive Causemetics
Thrive has expanded its shade offerings in recent years but still has a more limited range compared to some major brands, especially in foundation and concealer shades.
IT Cosmetics
IT Cosmetics offers a wide and inclusive shade range, designed to accommodate diverse skin tones and undertones. Their products cater to a broader spectrum of customers.
Winner: IT Cosmetics clearly leads in inclusivity and shade variety.
Pricing and Value at Ulta
Both brands fall into the mid-to-premium price range, with prices typically between $25 and $40 per item.
- Thrive products are generally consistent in price with occasional Ulta promotions.
- IT Cosmetics frequently offers Ulta-exclusive bundles and sales, making it easier to find value sets and gift options.
Winner: IT Cosmetics for more frequent deals and value kits at Ulta.
Availability and Shopping Experience
- Thrive Causemetics is still expanding in Ulta stores and is primarily available online and in select locations.
- IT Cosmetics has a well-established presence at Ulta with full in-store displays, testers, and knowledgeable staff.
Winner: IT Cosmetics for accessibility and in-store experience.
Final Verdict: Thrive Causemetics or IT Cosmetics?
| Category | Winner |
|---|---|
| Brand Mission | Thrive Causemetics |
| Product Range | IT Cosmetics |
| Performance & Coverage | IT Cosmetics |
| Shade Range | IT Cosmetics |
| Pricing & Value | IT Cosmetics |
| Availability | IT Cosmetics |
While Thrive Causemetics impresses with its mission-driven approach, clean ingredients, and cult-favorite multitasking products, IT Cosmetics offers broader coverage options, a larger shade range, and greater in-store availability at Ulta.
If you prioritize skincare benefits and full-coverage makeup with wide shade inclusivity, IT Cosmetics is likely the better fit. But if you value vegan formulas, social impact, and minimalist clean beauty, Thrive Causemetics deserves your attention.
Either way, both brands represent strong, thoughtful choices in today’s beauty landscape—and Ulta shoppers are lucky to have them both on their shelves.