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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 2612 reviews)

81%

of respondents would recommend this to a friend.

Pros

  • Lengthens (1946)
  • Adds volume (1906)
  • Defines & separates (1547)
  • Applies evenly (1516)
  • Great brush (1367)

Cons

  • Flakes (331)
  • Dries out quickly (196)
  • Difficult to remove (189)
  • Sticky texture (162)
  • Smudges or runs (155)

Best Uses

  • Anytime (1944)
  • Daytime (477)
  • Going out (418)
    • Was this a gift?:
    • No (20)
    • Reviewer Profile:
    • Classic style (1045), Natural style (907), Trendy style (318)

Reviewed by 2612 customers

Displaying reviews 1-10

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Previous | Next »

 
5.0

Finally found a great mascara

By Sea-Shell

from Destin fl

About Me Natural Style

Verified Buyer

Pros

  • Adds Volume
  • Lengthens

Cons

    Best Uses

    • Anytime

    Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

    Best mascara I have tried

     
    5.0

    I never bought the same mascara again until now

    By AmJam

    from Durham, NC

    About Me Natural Style

    Verified Reviewer

    Pros

    • Adds Volume
    • Long lasting

    Cons

      Best Uses

      • Anytime

      Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

      I am forever mascara hunting- I want something that is long lasting and does not leave black flakes under my eyes, leaving me looking like an aging raccoon by the end of the day. This is the one that I will buy again and again!

       
      5.0

      Finally found the best mascara

      By A skeptic converted.

      from Beaufort SC

      About Me Classic Style

      Verified Buyer

      Pros

      • Applies Evenly
      • Awesome - doesn't clump!!!
      • Defines & Separates
      • Doesn't Clump
      • Great Brush
      • Lengthens

      Cons

        Best Uses

        • Anytime

        Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

        Wish I had all the money I have spent on mascara back. Have tried every price level. This is the first I have used that does NOT clump. Love it. A skepric

         
        3.0

        I like but it flakes!

        By at180

        from michigan

        About Me Natural Style

        Verified Buyer

        Pros

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

        Cons

        • Flakes

        Best Uses

        • Daytime

        Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

        I'm trying to find a mascara that I like that doesn't flake. I LOVE better than sex but it dries out fast and flakes. This one also flakes. I probably would not buy again. I'll stick with maybalene

         
        3.0

        Like any other mascara.

        By Sexy senior

        from Pennsylvania

        About Me Classic Style

        Verified Buyer

        Pros

        • Lengthens

        Cons

          Best Uses

          • Daytime

          Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

          Very disappointed it's like any other mascara

           
          5.0

          Excellent Mascara

          By Dee

          from Farmington CT

          About Me Natural Style

          Verified Buyer

          Pros

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

          Cons

          • Flakes

          Best Uses

          • Anytime

          Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

          Best mascara ever!!! It does flake a little as the day wears on.

           
          4.0

          First time trying

          By Suzanne

          from Providence, TI

          About Me Classic Style

          Verified Buyer

          Pros

          • Adds Volume
          • Lengthens

          Cons

          • A little clumpy

          Best Uses

          • Anytime

          Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

          Received a sample and liked the way my lashes looked so I purchased a large mascara. Makes my lashes look full and long. Can be little clumpy sometimes.

           
          2.0

          Did the job buuuut…

          By Shellz

          from San Antonio, TX

          About Me Natural Style

          Pros

          • Adds Volume
          • Lengthens

          Cons

          • Clumps
          • Flakes

          Best Uses

            Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

            Prior to purchasing this I received a travel size which I loved, but when I used this one it was very clumpy. Don't get me wrong, it did lengthen and make my eyelashes look blacker. I just couldn't get past at how much it clumped and at times it'd be globs. At first I thought, maybe I bought a bad one, but after reading other reviews online I'm not the only one with this complaint. Unfortunately I will not be repurchasing this mascara.

             
            5.0

            Fabulous!

            By Mari

            from Stow,Ohio

            About Me Classic Style

            Verified Buyer

            Pros

            • Adds Volume
            • Great Brush
            • Lengthens

            Cons

              Best Uses

              • Anytime

              Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

              I like how it makes my lashes look so long!

               
              5.0

              Love it

              By Mari

              from Miami,fl

              About Me Natural Style

              Verified Buyer

              Pros

              • Lengthens

              Cons

              • Difficult To Remove

              Best Uses

              • Anytime

              Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

              This product really adds attention to the eyes

              Displaying reviews 1-10

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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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