There is a new group of Internet icons taking social media by storm: “Skinfluencers,” — people who talk, promote and educate netizens on how to make their skin better.

Recent dermatological trends have seen people spending more time (and money) on taking care of their skin by investing in skincare products rather than buying excessive makeup.

But a new skincare startup, IT Cosmetics, has found the perfect combination between the two: Makeup that also doubles as skincare.

All of IT Comestics’s products are approved by dermatologists and actively improve rather than damage your skin, as is often the case with makeup.

Jamie Kern Lima, co-founder and CEO of IT cosmetics, created the brand because there was a gap in the market for people with skin conditions. Lima was especially interested in filling this gap as she has rosacea.

She spent years trying to perfect each of her products to suit people with skin issues. Their slogan, “Your skin but better,” encapsulates their mission of caring and enhancing the skin of their customers.

IT Comestics’s leading product is their CC Cream, which contains hyaluronic acids, niacinamide, hydrolyzed collagen, and peptides, along with SPF 50.

Boasting a wide variety of shades for all the different undertones, this cream is designed for everyone.

Another one of their products that works like magic is “Bye Bye Pores,” which is also infused with peptides. This product decreases the look of pores and gives you a flawless look without packing in too many products onto your skin.

On their website, the women who market the products show their skin concerns, such as acne, wrinkles and pores.

The photos of the results from the products are real. There are no filters or enhanced edits, what you see is what you get.

The honest and clear approach to skin issues is cleverly executed: IT Cosmetics makes no promises that it cannot deliver.

The products can be found in Sephora all over Saudi Arabia.