When it comes to beauty influencers who can turn a product into a must‑have, Bethenny Frankel is a name that carries weight. The former Real Housewives star recently took to Instagram to gush over It Cosmetics’ latest pricing move and the brand’s flagship products. Her enthusiastic endorsement has already sparked a surge in sales and a renewed interest in the brand’s multi‑tasking creams.
One Cream to Rule Them All: Confidence in a Cream
At the heart of Frankel’s rave is the It Cosmetics Confidence in a Cream. The product, now $10 cheaper than before, is marketed as an “anti‑aging armour” that delivers color correction, sunscreen protection, and tinted coverage—all in a single, luxurious formula. Frankel’s Instagram clip shows her applying the cream with a smile, noting how it replaces five separate items in her makeup bag.
She described the texture as “glowy” and said she could literally see the glow on her face in the mirror. The cream’s dual focus on fine lines and hydration has earned it a reputation as a “holy grail” among reviewers, with Amazon reporting over 3,000 units sold in the past month alone.
CC+ Cream: The Hero of the Line
Frankel also highlighted the brand’s CC+ Cream, which she dubbed the “hero product.” The hydrating, color‑correcting tint is currently on sale for under $40, making it an attractive option for those who want a subtle, all‑in‑one complexion solution. She joked that she “does for the people, we need ‘for the people’ prices,” underscoring the brand’s commitment to affordability.
It isn’t just Frankel who loves the CC+ Cream. Kyle Richards, another Real Housewives alum, has partnered with It Cosmetics in past campaigns. In an interview with New Beauty, Richards praised the CC+ Cream for its ability to soothe redness, a common concern for many users.
Frankel’s Other Skincare Favorites
Beyond It Cosmetics, Frankel frequently recommends a handful of other products that have become staples in her routine. Here’s a quick look at her top picks:
- L’Oréal Paris True Match Lumi Glotion – A lightweight, illuminating tint available in multiple shades. Frankel calls it “not a luxury beauty item in price, but it’s absolutely luxurious.”
- Bio‑Oil Skincare Oil – A versatile oil that has sold over 30,000 bottles this month. Frankel says it’s great for healing burns or irritation and can be used on a variety of skin concerns.
- Bliss Bright Idea Vitamin C + Tri‑Peptide Serum – A serum designed to target dark spots and brighten the complexion. Frankel appreciates its dual action of vitamin C and peptides for a radiant glow.
Why the Price Drop Matters
It Cosmetics’ decision to reduce the price of Confidence in a Cream by $10 is more than a marketing gimmick. For consumers, it means access to a high‑quality, multi‑tasking product at a more approachable price point. For the brand, it signals a strategic push to capture a broader audience in a crowded beauty market.
Frankel’s endorsement amplifies this move. Her followers trust her judgment, and her public praise often translates into increased sales. The brand’s recent spike in Amazon orders suggests that the price cut, coupled with influencer buzz, is resonating with shoppers.
How to Incorporate It Cosmetics into Your Routine
Here’s a simple guide to using Confidence in a Cream and CC+ Cream effectively:
- Cleanse and Tone – Start with a gentle cleanser and a hydrating toner to prep the skin.
- Apply Confidence in a Cream – Use a pea‑size amount and
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