For the first time ever, IT Cosmetics is joining forces with a celebrity partner, Emmy-nominated actor and producer Kristin Davis, to spotlight its SPF CC+ Foundation franchise and celebrate real skin confidence and glowing, healthy skin.

Known for her role as Charlotte York in “Sex and the City”, Davis has continued to resonate with audiences across generations — spanning boomers, Gen X, millennials, and Gen Z. 

Davis reprised the role in two blockbuster films and the popular new chapter “And Just Like That…”, while also showcasing her versatility with her current podcast “Are You a Charlotte?”

Beyond the screen, she is celebrated for her humanitarian work and advocacy, further solidifying her as a beloved and inspiring figure worldwide.

Maude Brunschwig, IT Cosmetics Global Brand President, said, 

“What makes Kristin such a powerful partner for IT Cosmetics is her authenticity. She doesn’t just represent the brand—she lives it. 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.”

As part of the campaign, Davis gets candid about her personal skin journey and relationship with makeup over the years to motivate others to share their own stories and spark a conversation about skin confidence. 

Many women, like Davis, struggle with skin-related insecurities and a new set of changing skin concerns. “The Glow Comes Naturally” campaign provides an honest look at what it means to feel confident in your skin. 

The brand’s multitasking and hydrating CC+ Nude Glow Foundation is the perfect skin-solution to address mature skin concerns, correct imperfections, and most importantly, provide an instant glow.

With buildable medium coverage, it still allows natural skin to shine through, encouraging users to embrace the glow and find confidence in their complexion. The product also boasts sun protection with SPF 40 and is formulated with niacinamide, hyaluronic acid, and green tea extract.