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The Touching Story Behind the It Cosmetics Love Beauty Fully Love is the Foundation Brush

The It Cosmetics Love Beauty Fully Love is the Foundation Brush (say that ten times fast) is the latest addition to the makeup brush-filled mug on my vanity. Unlike the other silver brushes from the brand that I own, the Love is the Foundation Brush has a metallic pink handle. Also, if you look at the brush head on, you’ll notice it’s not your typical circle or angled shape. Instead, it’s a heart. Those details alone are enough to make it my new favorite brush. However, It Cosmetics added another special touch in honor of Breast Cancer Awareness Month. For every limited-edition, heart-shaped brush sold, another will be donated to Look Good Feel Better, an American Cancer Society program that helps women who are undergoing cancer treatments build their self-esteem and confidence via beauty tutorials. If you don’t wear foundation, the same donation will be made if you buy another brush from the Love Beauty Fully line, which includes eye shadow and blush variations. This one-for-one campaign is part of It Cosmetics’ ongoing support of Look Good Feel Better, a program the brand has donated $10 million to date.

Just like the other It Cosmetics brushes, this pretty-in-pink version is made with velvety soft synthetic bristles. If you close your eyes and run your hand over it, you could mistake it for a bunny at the state fair. I like to use the It Cosmetics Love Beauty Fully Love is the Foundation Brush to blend my favorite liquid foundation,

, which is also a Best of Beauty 2016 winner, for a flawless finish. If you use cream or powder foundations, the brush will give you the same almost airbrushed look.

The It Cosmetics Love Beauty Fully Love is the Foundation Brush is available now on ulta.com for $30. I’ll be buying a couple to give to some lovely ladies in my life because every makeup lover deserves a pink, heart-shaped brush.

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