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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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How to Use+

Ingredients+

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Reviews

Product Reviews

REVIEW SNAPSHOT®

by PowerReviews
It CosmeticsSuperhero Elastic Stretch Volumizing Mascara
 
4.2

(based on 2712 reviews)

81%

of respondents would recommend this to a friend.

Pros

  • Lengthens (2025)
  • Adds volume (1983)
  • Defines & separates (1604)
  • Applies evenly (1575)
  • Great brush (1421)

Cons

  • Flakes (349)
  • Dries out quickly (207)
  • Difficult to remove (201)
  • Sticky texture (172)
  • Smudges or runs (159)

Best Uses

  • Anytime (2021)
  • Daytime (492)
  • Going out (433)
    • Was this a gift?:
    • No (20)
    • Reviewer Profile:
    • Classic style (1091), Natural style (943), Trendy style (329)

Reviewed by 2712 customers

Displaying reviews 1-10

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Previous | Next »

 
5.0

Amazing mascara

By Liz

from Las Vegas

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:

    This mascara is great. Adding length and volume to my lashes. Does not dry out fast, lasts a long time.

     
    5.0

    I love this mascara!

    By Dre

    from Washington

    About Me Classic Style

    Verified Buyer

    Pros

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

    Cons

      Best Uses

      • Anytime
      • Daytime
      • Going Out

      Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

      I received a sample of this superhero mascara in my Ipsy bag. Ever since then superhero mascara is the only one I will buy!

       
      2.0

      dont think I'll buy again! Been clumping!

      By Bobbie

      from Knoxville TN

      Verified Buyer

      Pros

      • Adds Volume
      • Applies Evenly
      • Lengthens

      Cons

      • Dries Out Quickly

      Best Uses

      • Anytime

      Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

      When I first started using this product I loved it. But the last two that I have purchased have been clumpy as though they have been on the shelf for a while. Don't think I'll buy it again!

       
      3.0

      It is OK

      By JT

      from Long Island, NY

      About Me Classic Style

      Verified Buyer

      Pros

      • Applies Evenly

      Cons

      • Flakes

      Best Uses

      • Anytime

      Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

      Not sure if I would spend the money again! I think it was average.

       
      5.0

      Love !!

      By Md

      from Texas

      About Me Classic Style

      Verified Buyer

      Pros

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

      Cons

        Best Uses

        • Anytime
        • Daytime
        • Going Out

        Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

        Love this! I've tried many mascaras and this is by far my favorite ever! Well worth the price!

         
        5.0

        Great

        By Cosmot

        from Portland Maine

        About Me Trendy Style

        Verified Buyer

        Pros

        • Adds Volume
        • Lengthens

        Cons

          Best Uses

          • Anytime

          Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

          Every day

           
          5.0

          Love the brush! Works great!

          By Nurse Myra Maines

          from Detroit

          About Me Classic Style

          Verified Buyer

          Pros

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

          Cons

          • Will clump, but easily fixed.

          Best Uses

            Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

            Love it! Works great! I only wish the wand was shorter.

             
            5.0

            Awesomeness

            By Classic lady

            from Galt

            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 use it everyday better than any high end mascara I have ever used.

               
              4.0

              Does what it's supposed to do

              By Young at Heart

              from Mesa, AZ

              About Me Classic Style

              Verified Buyer

              Pros

              • Adds Volume
              • Applies Evenly
              • Lengthens

              Cons

              • Difficult To Remove
              • Flakes

              Best Uses

              • Anytime
              • Daytime
              • Going Out

              Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

              I received this mascara as a sample when I purchased other IT products and just recently bought a full-sized one. It's great mascara, especially if you don't want to add layer after layer. It dramatically adds volume and length with only one coat. Unfortunately it does flake on me a little when applying. I also find it's difficult to remove from under my eyes when I cleanse. I use CereVe hydrating cleanser, which has always taken off any other mascara with no problems. I'll continue to use Superhero though because it does such a great job on my practically invisible lashes.

              (0 of 1 customers found this review helpful)

               
              5.0

              Love it

              By Carol

              from Utica, NY

              About Me Natural Style

              Verified Buyer

              Pros

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

              Cons

                Best Uses

                • Anytime

                Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                I love this product - bought for my daughter & she fell in love with it also!!

                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.

                47 Questions | 47 Answers
                Displaying questions 1-10Previous | Next »
                • Q:

                  I tried this mascara and LOVE It, only problem is that I only wear brown mascara. Why does this mascara not come in brown?
                  Asked on 4/12/2017 by Margie from Tennessee

                  1 answer

                  • Brand Expert

                    A:

                    Hi there, thank you for your question! At this time Superhero Mascara is only available in Black. We will absolutely pass your suggestion along for a brown shade to our product team! XOXO

                    Answered on 4/12/2017 by Brand Expert from IT Cosmetics
                • Q:

                  Is the superhero or the 5 in 1 mascara better? Or do you have any other suggestions?
                  Asked on 4/3/2017 by Angie from WI

                  1 answer

                  • Brand Expert

                    A:

                    Hi there, thanks for your question! IT's not that one is better than the other, each have a unique formula depending on your lash preference. Superhero offers extreme length and a thicker formula to give the look of dramatic lashes. The wand and brush is cut at different lengths to coat every lash, regardless of where IT is at in it's growth span. Hello Lashes is your 5 in 1 volumizing mascara, conditioner, lash primer, lash enhancing serum, lash tint, and lash comb. The wand features a rubberized comb and a ball detailer to separate every single lash. Both are available at Ulta for you test out before you commit to just one! XOXO

                    Answered on 4/3/2017 by Brand Expert from IT Cosmetics
                • Q:

                  Is this mascara hypo-allergic
                  Asked on 3/19/2017 by Julie from Pine Grove Ca

                  1 answer

                  • Brand Expert

                    A:

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

                    Answered on 3/21/2017 by Brand Expert from IT Cosmetics
                • 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
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