It Cosmetics is fighting dupe culture in its latest campaign, “Keep It Real,” with a little help from reality TV star Kyle Richards. The actress has joined Phaedra Parks and Tamra Judge in a three-episode social series where they confront their impersonators while educating viewers on the ingredients of the It CC+ Cream foundation and the importance of SPF (sun protection factor).
“I have been a fan of the CC+ cream for years, so it just felt organic to me. It was a natural match,” Richards told WWD, adding that she is specifically a fan of the CC+ Cream foundation’s color-correcting effect. “I tend to get redness in my skin and that is one of my favorite things.”
Since 2010, Richards has been the centerpiece of Bravo’s “The Real Housewives of Beverly Hills” series. Onscreen, she often wears glamorous makeup. When the cameras are off, she follows a different rule: “Less is more.”
“When I’m filming, I have lashes and all this makeup, but in my day-to-day, I like to be more natural, more real looking. For me, [It CC+ Cream foundation] is something I can put on my face and know that it’s making me look better, but also doing a good thing for my skin too,” she said. The CC+ Cream foundation also features a 7-in-1 multitasking formula including an antiaging hydrating serum.
Richards’ relationship with beauty went through a transformation in the last two years, since she decided to give up alcohol. “That was, to be honest, the number-one driving force behind that [decision]. I didn’t have a problem with alcohol, per se — I always say that, but, of course, there were many times that I was like, ‘Oh, that was a problem’ — but it really was a choice for health and beauty,” she said.
“I wanted to look and feel my best. It also affected my mental health, because drinking would give me anxiety the next day. I was not someone who could just go out and drink and have fun and be happy. The next day, I was always feeling down. But it really made a difference in how my skin looked and how my body looked,” Richards added.
Fans who watched the last season of “RHOBH” followed Richards’ stepping into sobriety and the transformation her body went through. “I started dropping weight immediately. It wasn’t just alcohol. I cut all sugar from my diet, and I really thought, ‘Wow, this really makes a difference.”
In the upcoming season of the reality show, which Richards just finished filming, fans can expect to see her less with eye patches on after a night out — another effect of her sobriety. “All of a sudden, I was like, ‘Wait, I don’t even need these this morning! What’s going on?’”
Kyle Richards at the 96th Academy Awards.
Brandon Hickman/E! ENTERTAINMENT
Richards began her acting career as a child in NBC’s 1974 TV show “Little House on the Prairie.” She grew up frequenting the high society of Los Angeles and was always surrounded by women — she is the sister of Kim Richards, half-sister of Kathy Hilton and mom of Alexia, Farrah, Sophia and Portia Umansky.
“Growing up in a family with all women and having all daughters, I learned a lot of skin care tips. But, for me, the number-one thing — and I didn’t grow up with this and I’m teaching my daughters — is to never, never, never, never, leave the house without SPF on your face,” she advised. “The fact that this CC+ cream has SPF in it is the best combination,” Richards said.
The “Keep It Real” campaign is now available on It Cosmetics’ social media accounts.
