The Concept:

IT Cosmetics exists to change the conversation about beauty. This brand campaign brings that to life by turning the classic before-and-after imagery on its head and exclaiming that all people are beautiful exactly as they are—with and without makeup. To further normalize common beauty concerns, we included statistics about how many people identify that they have redness, visible pores, dark spots, blemishes, dark under-eye circles, and more. If you’re experiencing these issues, you’re not alone. You are BEAUTIFUL WITHOUT IT. You are BEAUTIFUL WITH IT.