IT Cosmetics Names Kristin Davis First Celebrity Partner

IT Cosmetics has announced actor and producer Kristin Davis as its first-ever celebrity partner, marking a major milestone for the problem-solving makeup and skincare brand.

Best known for her iconic role as Charlotte York in Sex and the City, Davis will front IT Cosmetics’ bestselling CC+ Foundation franchise in a new campaign that highlights her journey with skin confidence and her evolving relationship with beauty.

“As a long-time fan of IT Cosmetics, I’m excited to be joining this campaign to help empower women like myself to be their most confident selves, even when their skin isn’t looking its best,” says Kristin Davis. “When I was younger, I often took my skin for granted and I also struggled with rosacea for years. Discovering the CC+ Nude Glow Foundation was a game-changer because it improved the health of my skin while also providing just the right amount of coverage. It also includes SPF which is a non-negotiable within my beauty routine as anti-ageing is top of mind.”

Davis has remained a beloved figure across generations, reprising her role in two blockbuster Sex and the City films and the hit sequel And Just Like That, while also expanding into projects such as Couples Retreat, Holiday in the Wild, and her podcast Are You a Charlotte?. Beyond her acting career, she is widely recognised for her humanitarian work and advocacy.

“What makes Kristin such a powerful partner for IT Cosmetics is her authenticity,” says Maude Brunschwig, IT Cosmetics Global Brand President. “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. Together, we’re proving that beauty is not about perfection, but about feeling confident in your own skin.”

Her partnership with IT Cosmetics launches with The Glow Comes Naturally, a campaign that shares honest conversations around skin insecurities and changing skin concerns. Central to the campaign is the brand’s CC+ Nude Glow Lightweight Foundation, a multitasking, hydrating formula designed to correct, protect, and deliver a luminous finish. Formulated with niacinamide, hyaluronic acid, and green tea extract, it is the first CC+ Foundation made with 90% skincare. It delivers buildable medium coverage, 24-hour hydration, and clinically proven brighter skin in just four weeks, all while offering SPF 40 protection.

Priced at £39 ($47), CC+ Nude Glow Lightweight Foundation SPF 40 can be found at Boots and Space NK in the UK, and at Sephora and Ulta Beauty in the US.