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It Cosmetics Superhero Elastic Stretch Volumizing Mascara

It Cosmetics

Superhero Elastic Stretch Volumizing Mascara

Jet Black

Item #: 2298659 Size: 0.3 oz

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Imagine lashes so long and full, they appear to have stretched wider and longer before your eyes! Now, you can infuse your lashes with superhero powers in just one coat using Superhero Mascara. Proprietary Elastic Stretch Technology wraps each individual lash in a volume-boosting, lengthening and ultra-conditioning black cape of power and color that's clinically shown to give you your strongest, longest, thickest and most defined lashes!

Formulated with powerful peptides and proteins, strengthening biotin, lash-lifting polymers and plumping collagen, this anti-aging mascara will take your lashes to new heights. The innovative formula and Lash-Changing Power Brush work together to coat every lash from base to tips, lifting and separating to create a fuller lash line - no lash is left behind! This super-black mascara is also super-buildable, so lash power is at your fingertips; simply apply more coats to add volume and length.

Clinically shown results!

  • 96% said their lashes looked stretched!
  • 96% saw dramatic volume & length!
  • 96% saw plumper-looking lashes!
  • 100% saw a fuller lash line!


*Results observed in a consumer panel survey.

Anti-aging & lash-loving!

  •  
  • Elastic Stretch Technology
  • Lash-Lifting Polymers
  • Volumizing Collagen
  • Hydrolyzed Keratin
  • Proteins and Peptide-Infused
  • Biotin


Key Benefits:

  • Game-changing, exclusive Elastic Stretch Technology for volume & length!
  • Lash-Changing Power Brush for maximum reach, lift, separation & curl
  • Super-buildable formula for custom lash-power results
  • Super Black pigment plus collagen to condition as you coat

 

Starting at the base of your lashes, wiggle brush and sweep up and through to the tips. Apply additional coats for more dramatic results, and watch your lashes transform!

Beauty Tip: Want even more volume? Add additional coats! Superhero is clinically shown to give you 5x more volume after just one coat, and 14x more volume after two.

Get Superhero Lashes - Click here to see how

Aqua/Water/Eau, Cera Carnauba/Copernicia Cerifera (Carnauba) Wax/Cire De Carnauba, Cyclopentasiloxane, Oryza Sativa Cera/Oryza Sativa (Rice) Bran Wax, Hydrogenated Olive Oil Stearyl Esters, Alcohol Denat., Palmitic Acid, Stearic Acid, Triethanolamine, Acacia Senegal Gum, Candelilla Cera/Euphorbia Cerifera (Candelilla) Wax/Cire De Candelilla, Propylene Glycol, Phenoxyethanol, VP/VA Copolymer, Aminomethyl Propanediol, Polyvinyl Alcohol, Chlorphenesin, Ethylhexylglycerin, Glycerin, Ascorbic Acid, Ascorbyl Palmitate, Biotin, Equisetum Arvense Extract, Hydrolyzed Collagen, Olea Europaea Fruit Oil, Persea Gratissima Oil, Simmondsia Chinensis Seed Oil, Tocopheryl Acetate, Panthenol, Hydrolyzed Keratin, Serenoa Serrulata Fruit Extract, Camellia Sinensis Leaf Extract, Biotinoyl Tripeptide-1, Iron Oxide (Ci 77499).

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Reviews

Product Reviews

REVIEW SNAPSHOT®

by PowerReviews
It CosmeticsSuperhero Elastic Stretch Volumizing Mascara
 
4.2

(based on 2454 reviews)

81%

of respondents would recommend this to a friend.

Pros

  • Lengthens (1818)
  • Adds volume (1775)
  • Defines & separates (1441)
  • Applies evenly (1419)
  • Great brush (1276)

Cons

  • Flakes (319)
  • Dries out quickly (185)
  • Difficult to remove (182)
  • Sticky texture (151)
  • Smudges or runs (147)

Best Uses

  • Anytime (1813)
  • Daytime (445)
  • Going out (393)
    • Was this a gift?:
    • No (20)
    • Reviewer Profile:
    • Classic style (975), Natural style (847), Trendy style (302)

Reviewed by 2454 customers

Displaying reviews 1-10

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2.0

Too thick and clumpy

By momof3

from Nashville

About Me Natural Style

Verified Buyer

Pros

    Cons

    • Difficult To Remove
    • Flakes
    • Smudges or Runs
    • Sticky Texture

    Best Uses

      Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

      I normally buy Too Faced mascara. Thought I would try this one out...way to thick and clumpy for my taste. I would get all excess off the brush and it would still look caked on. It smeared horribly when I tried to take it off, and would flake off onto my face mid day. I would compare it most to L'Oréal carbon black, except even L'Oréal was better than this, and 1/3 of the cost.

       
      4.0

      This product adds volume, is light and doesn't flake.

      By NOWUCME

      from Arkansas

      About Me Natural Style

      Verified Buyer

      Pros

      • Adds Volume
      • Applies Evenly
      • Doesn't Clump
      • Lengthens

      Cons

        Best Uses

        • Anytime

        Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

        I curl my eyelashes after applying this mascara and letting it dry. Surprisingly, the mascara doesn't clump up, and I don't have to do much separating after curling them. Great product!

         
        5.0

        helpful hand for tiny lashes

        By Rena

        from Cleveland, Oh

        About Me Natural Style

        Verified Buyer

        Pros

        • Doesn't Clump
        • Great Brush
        • Lengthens

        Cons

        • Dries Out Quickly

        Best Uses

        • Anytime

        Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

        Love how I don't have to put multiple layers on to make it look like I actually have eye lashes.

         
        5.0

        Best mascara I've ever bought

        By Ipsy's monthly bag

        from Miami,FL

        About Me Classic Style

        Pros

        • Adds Volume
        • Applies Evenly
        • Defines & Separates
        • Lengthens

        Cons

          Best Uses

          • Anytime

          Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

          I got this in my tipsy bag, but the travel size and I had to get purchase the full size. I normally never know which mascara to buy, I just don't like it when it gets clumpy and this mascara never does that to me. My eyelashes are little and when applying this, it gives it volume.

           
          5.0

          I would buy this again!

          By Yes

          from Texas

          Verified Buyer

          Pros

          • Adds Volume
          • Applies Evenly
          • Defines & Separates
          • Doesn't Clump
          • Great Brush
          • Lengthens

          Cons

            Best Uses

            • Anytime

            Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

            Nothing bad to say about it. I get tons of compliments!!

             
            5.0

            My eyelashes have never looked this fabulous!

            By MamaMar78

            from Rancho Cucamonga, CA

            About Me Classic Style

            Verified Buyer

            Pros

            • Adds Volume
            • Applies Evenly
            • Defines & Separates
            • Doesn't Clump
            • Great Brush
            • Lengthens

            Cons

              Best Uses

              • Anytime

              Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

              I was searching for a mascara that would give me the look and feel of false eyelashes. This product definitely gave me what I was looking for. I bought it for a specific event but am so in love with the look that I wear it daily.

               
              5.0

              LOVE!

              By Momma loves makeup

              from Kilgore, Tx

              About Me Natural Style

              Verified Buyer

              Pros

              • Adds Volume
              • Great Brush

              Cons

                Best Uses

                • Anytime

                Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                Love it! Makes my lashes pretty!

                 
                5.0

                I ONLY USE THIS BRAND, BUT VERY EXPENSIVE.

                By robinhood

                from LAS VEGAS, NV

                About Me Natural Style

                Verified Buyer

                Pros

                • Adds Volume
                • Applies Evenly
                • Defines & Separates
                • Doesn't Clump
                • Lengthens

                Cons

                • Dries Out Quickly

                Best Uses

                • Anytime
                • Daytime
                • Going Out

                Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                I MIGHT START BUYING ON LINE, IT'S CHEAPER. WE CAN'T EVEN USE THE COUPONS I GET.

                 
                5.0

                Love this product and brand

                By ktliseth

                from Federal Way, WA

                About Me Natural Style

                Verified Buyer

                Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                Love IT Cosmetics!! This product is amazing makes my lashes full, stays on all day washes off micely

                 
                5.0

                Omg amazing

                By HBlake

                from Fayetteville, AR

                About Me Classic Style

                Verified Buyer

                Pros

                • Adds Volume
                • Applies Evenly
                • Defines & Separates
                • Great Brush
                • Lengthens

                Cons

                  Best Uses

                  • Anytime

                  Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                  Goes on easy, love the brush! Doesn't bother my super sensitive eyes; I have rosacea and suffer from ocular rosacea as well and this is the only mascara that I can wear!! It barely flakes off during the day; nothing compared to my old mascara. Easy to wash off with my Olay cleansing cloths. One coat looks amazing on my thin, short lashes!!

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                  Q&A

                  Product Q&A

                  Do you have questions about this product?

                  Get answers from in-house experts.

                  44 Questions | 44 Answers
                  Displaying questions 1-10Previous | Next »
                  • Q:

                    I have very thick blonde eyelashes and I really did not like the they're real it's cosmetics mascara because it just made my lashes clumpy. I'm wondering if this mascara is gonna make my eyelashes look longer because I don't need anymore volume.
                    Asked on 2/9/2017 by Jenna from Minnesota

                    1 answer

                    • Brand Expert

                      A:

                      Hi there, thank you for your question! Superhero Mascara is designed to lengthen your lashes to new heights! The wand is cut at different lengths to coat every single lash, regardless of the stage of growth IT is at! This will create the look of more fuller, longer lashes. We hope you try IT out! XOXO

                      Answered on 2/9/2017 by Brand Expert from IT Cosmetics
                  • Q:

                    Ok for use with contact lenses?
                    Asked on 2/5/2017 by Nat from Va. Beach, VA

                    1 answer

                    • Brand Expert

                      A:

                      Hi there, thank you for reaching out to IT! Superhero Mascara can absolutely be used with contact lenses. We do recommend consulting with your eye doctor before use of IT with any further questions or concerns! XOXO

                      Answered on 2/9/2017 by Brand Expert from IT Cosmetics
                  • Q:

                    Does this "drop" or "weigh down" your lashes? I only use waterproof because it is the ONLY thing that does not drop my eyelashes after I curl them (I HATE recurling with mascara on). I'd really like to try this, but because it is not waterproof I am hesitant...
                    Asked on 1/28/2017 by Melissa from Glendora, CA

                    1 answer

                    • Brand Expert

                      A:

                      Hi there, thank you for your question! We completely understand your concern, and are happy to let you know that we have found that Superhero Mascara actually holds a curl! IT locks in your lashes for an all day light and wear! We hope you try IT out to experience the difference IT can make! XOXO

                      Answered on 1/30/2017 by Brand Expert from IT Cosmetics
                  • Q:

                    Does the Superhero smudge or flake?
                    Asked on 1/26/2017 by Kris from Buffalo, NY

                    1 answer

                    • Brand Expert

                      A:

                      Hi there, thank you for your question! Superhero Mascara is extremely long wearing, however IT is not waterproof. IT will hold a curl and holden the length of your lashes until you take IT off! XOXO

                      Answered on 1/27/2017 by Brand Expert from IT Cosmetics
                  • Q:

                    I see this mascara is water based. Can I wear this product with eyelash extensions?
                    Asked on 1/22/2017 by Jkb from Washington

                    1 answer

                    • Brand Expert

                      A:

                      Hi there, thank you for your question! While Superhero Mascara is made with good for you, lash loving ingredients, and is made for sensitive eyes and skin, we do suggest consulting with your lash expert who can determine if IT is safe for your use with your lash extensions! XOXO

                      Answered on 2/1/2017 by Brand Expert from IT Cosmetics
                  • Q:

                    is this product hypoallergenic?
                    Asked on 1/3/2017 by ally from US

                    1 answer

                    • Brand Expert

                      A:

                      Hi there, thank you for your question! Superhero Mascara is made with good for you, skin loving ingredients, and is made for sensitive skin. At this time IT is not tested to be hypoallergenic. We recommend consulting with your doctor before use of this product with any further concerns! XOXO

                      Answered on 1/4/2017 by Brand Expert from IT Cosmetics
                  • Q:

                    I see that this mascara is not considered gluten free. Is that because it includes gluten-containing ingredients or because it has not been tested to determine if it is gluten free
                    Asked on 1/2/2017 by Sam from Lincoln, NE

                    1 answer

                    • Brand Expert

                      A:

                      Hi there, thank you for your question! Our products are not tested to be gluten free. They are made in facilities where gluten is contained, therefore we cannot guarantee IT is gluten free. We advise contacting your doctor before use of IT to be sure it is right for you! XOXO

                      Answered on 1/3/2017 by Brand Expert from IT Cosmetics
                  • Q:

                    Does this give a natural length look?
                    Asked on 12/28/2016 by kia from Brooksville, US

                    1 answer

                  • Q:

                    Hi! I was wondering if this product is buildable enough to where I could apply one coat in the morning for daytime and apply additional coats in the evening for a more dramatic look? Or does it get too hard to build later? Thanks!
                    Asked on 11/26/2016 by J from Grand Rapids, MI

                    1 answer

                    • Brand Expert

                      A:

                      Hi there, we're happy to help you with this! Superhero is actually perfect for layering, plus IT doesn't dry down stiff so you can continue to layer later in the day! XOXO

                      Answered on 11/29/2016 by Brand Expert from IT Cosmetics
                  • Q:

                    What is the best product to use to remove this mascara?
                    Asked on 11/25/2016 by Lisa from California,US

                    1 answer

                    • Brand Expert

                      A:

                      Hi Lisa, thanks for your question! Since it isn't waterproof, you can remove IT the same way you would any traditional mascara. IT is up to you! XOXO

                      Answered on 11/29/2016 by Brand Expert from IT Cosmetics
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