IT Cosmetics has named actor and producer Kristin Davis as its first celebrity partner, placing her at the forefront of the brand’s CC+ Foundation franchise. Known globally for her role as Charlotte York in Sex and the City and its sequel And Just Like That, Davis brings her personal story of skin struggles and confidence to the new campaign.
FOUNDATIONS
For Davis, the connection to IT Cosmetics began with her own experience with rosacea. She discovered the CC+ Nude Glow Lightweight Foundation during a period when she struggled to manage her skin condition. The formula not only covered her redness but also supported her skin health, which made it a reliable part of her routine. “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,” Davis explains. She adds that SPF remains non-negotiable in her routine, calling anti-ageing one of her top priorities.
Her personal history with the product made her a natural choice for the brand. “What makes Kristin such a powerful partner for IT Cosmetics is her authenticity,” says Maude Brunschwig, IT Cosmetics Global Brand President. “From discovering our CC+ Cream during her own skin struggles, like her rosacea, to becoming a devoted advocate of our formulas, Kristin’s journey mirrors what so many of our consumers experience. Together, we’re proving that beauty is not about perfection, but about feeling confident in your own skin.”
The partnership launches with The Glow Comes Naturally, a campaign that focuses on real conversations around changing skin concerns. The CC+ Nude Glow Lightweight Foundation serves as the central product. The multitasking foundation is made with 90% skincare, combining niacinamide, hyaluronic acid, and green tea extract. It delivers buildable medium coverage, 24-hour hydration, and clinically proven brighter skin in four weeks, while also providing SPF 40 protection.
Reflecting on her past, Davis recalls how advice from a makeup artist once left her anxious about the appearance of her under eyes. The resulting experimentation with products caused skin sensitivity that eventually contributed to her rosacea. “I tried so many different things, which is partly how I developed rosacea,” she explains. With time, she adjusted her approach and found consistency in products that offered care without irritation.
Today, Davis describes her beauty routine as simple and centered on hydration. “When I do get my five minutes to run upstairs in the morning, I can just put Nude Glow on because it’s just going to be fresh-looking,” she shares. For Davis, the campaign with IT Cosmetics is not only about representation but also about speaking honestly about the challenges of skin and how the right products can provide confidence.
The CC+ Nude Glow Lightweight Foundation retails for $47 and is available at Boots and Space NK in the UK, as well as Sephora and Ulta Beauty in the US. With Davis as its first celebrity partner, IT Cosmetics enters a new phase, connecting personal stories with its product innovations.
