Jennie Garth Is the New Face of IT Cosmetics

It Cosmetics has named Jennie Garth as its latest ambassador alongside the launch of its new complexion product, the Do It All Sheer Tint Face Balm.

Garth emerged as one of television’s most recognisable faces in the 1990s with her role on Beverly Hills, 90210. In the years since, she has continued to work across acting, design, and podcasting, while maintaining a public voice around confidence and ageing.

“I’ve always been a fan of It Cosmetics, but once I heard about their newest innovation, the Do It All Sheer Tint Face Balm, I had to partner with the brand to broadcast what this means for women my age looking for real beauty solutions,” says Garth. “At this stage in my life, it’s about feeling comfortable and confident in who I am, and I want my makeup routine to reflect that. This lightweight skincare-infused makeup product minimizes fine lines and gives me sheer coverage, while still allowing my skin to look like my skin. It gives me that healthy-looking radiance, and I think it’ll become a staple for many women wanting to show off their natural beauty.”

Garth fronts the Do It All Sheer Tint Face Balm campaign and appears in the brand’s latest TV commercial — both of which celebrate confidence, evolving beauty routines, and ageing on one’s own terms.

The serum balm is designed to offer sheer, buildable coverage while prioritising skin comfort and radiance, particularly for mature and changing skin types. For It Cosmetics, it’s the most significant complexion innovation since its bestselling CC+ Cream.

The skincare and makeup hybrid delivers effortless, comfortable coverage that can be applied with fingers or a brush. The formula, which is 92% skincare-based, is made up of collagen peptide, hyaluronic acid, and vitamin E. It debuts with 15 shades and is intended to suit those wanting a more pared-back approach to complexion.

“With the new Do It All Sheer Tint Face Balm, we set out to create a skin-first complexion innovation that delivers sheer coverage while addressing the evolving needs of mature skin over time,” says Maude Brunschwig, It Cosmetics Global Brand President. “We innovate on behalf of real women, especially those over 40, who want visible results and products that let them feel confident in the skin they’re in. Jennie’s authenticity and approach to aging make her a natural voice for this campaign.”

The Do It All Sheer Tint Face Balm is now available at Ulta Beauty and online at itcosmetics.com. There is currently no word on a UK launch.