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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+

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Reviews

Product Reviews

REVIEW SNAPSHOT®

by PowerReviews
It CosmeticsSuperhero Elastic Stretch Volumizing Mascara
 
4.2

(based on 2111 reviews)

80%

of respondents would recommend this to a friend.

Pros

  • Lengthens (1546)
  • Adds volume (1501)
  • Defines & separates (1228)
  • Applies evenly (1204)
  • Great brush (1061)

Cons

  • Flakes (278)
  • Difficult to remove (157)
  • Dries out quickly (145)
  • Smudges or runs (124)
  • Sticky texture (122)

Best Uses

  • Anytime (1537)
  • Daytime (385)
  • Going out (331)
    • Was this a gift?:
    • No (20)
    • Reviewer Profile:
    • Classic style (829), Natural style (739), Trendy style (250)

Reviewed by 2111 customers

Displaying reviews 1-10

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1.0

Terrible Mascara

By Kelsey Bates

from San Antonio, TX

About Me Trendy Style

Pros

    Cons

    • Difficult To Remove
    • Dries Out Quickly
    • Flakes

    Best Uses

      Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

      This is honestly the worst mascara I have ever purchased! I bought it because the sales associate said that it was better then the Better than Sex mascara by Too Faced. It dried out my lashes and was extremely flaky, not to mention extremely hard to remove! It's also extremely clumpy and will get on your upper lid if you're not super careful

       
      5.0

      Love love love!

      By Mom of Two

      from Dallas, TX

      About Me Natural Style

      Verified Buyer

      Pros

      • Adds Volume
      • Lengthens

      Cons

        Best Uses

        • Anytime

        Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

        I got a free sample in Ipsy bag and I had to purchase it once I ran out.

         
        3.0

        probably not

        By sk

        from Morro Bay, Ca

        About Me Natural Style

        Verified Buyer

        Pros

        • Adds Volume
        • Applies Evenly
        • Great Brush

        Cons

        • Dries Out Quickly

        Best Uses

        • Anytime

        Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

        I really like this product, however it dries out really fast!! I replace it every month or less....it's on the high end to replace that often...will be looking to other products...

         
        3.0

        Will buy again.

        By Pauletta

        from Denver

        About Me Classic Style

        Verified Buyer

        Pros

        • Adds Volume
        • Applies Evenly
        • Lengthens

        Cons

          Best Uses

          • Anytime

          Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

          Use everyday, does lengthen and curl, makes lashes look fuller. Like the product just a little pricey.

           
          5.0

          Love this mascara!

          By Kelly

          from Houston, TX

          About Me Natural Style

          Verified Buyer

          Pros

          • Adds Volume
          • Applies Evenly
          • Great Brush
          • Lengthens

          Cons

            Best Uses

            • Anytime

            Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

            I love this mascara. I received a sample in the Ipsy bag. I am a Younique presenter and this is just as amazing as the Fiber Lashes with just one step. My all time favorite mascara. Love the lengthening and the volume!

             
            5.0

            Love it!!

            By Adrienne

            from Houston

            About Me Trendy 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:

              Love it!

               
              4.0

              would buy again and again

              By savanna

              from texas

              About Me Natural Style

              Verified Buyer

              Pros

              • Adds Volume
              • Lengthens

              Cons

              • Sticky Texture

              Best Uses

              • Anytime

              Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

              good

               
              5.0

              My new favorite Mascara

              By makeuplover

              from Lafayette, LA

              About Me Classic Style

              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:

                Love this product. My eyes are pretty sensitive and this does not irritate them.

                 
                5.0

                Fabulous

                By Caralina

                from Florissant Missouri

                About Me Natural Style

                Verified Buyer

                Pros

                • Adds Volume
                • Applies Evenly
                • Lengthens

                Cons

                  Best Uses

                  • Anytime

                  Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                  It has given lashes......I have very light eye lashes and they have always been less than noticeable. But discovering this product I no longer lack for Long beautiful lashes. I tell everyone to buy this product because they always comment on my lashes something I never thought would happen to me so yes you can have the lashes you've always longed for. I sure wish they would have had this product when I was younger but at 57 I am so glad I truer the product. Trust me it won't disappoint.

                   
                  5.0

                  Favorite Mascara

                  By Blondies

                  from South Carolina

                  About Me Trendy Style

                  Verified Buyer

                  Pros

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

                  Cons

                    Best Uses

                    • Anytime

                    Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                    This is absolutely the best mascara I have ever used. I have tried alot! No flaking, enhances eyelashes beautifully.

                    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.

                    36 Questions | 36 Answers
                    Displaying questions 1-10Previous | Next »
                    • 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
                    • Q:

                      Is their a waterproof version of Superhero ?
                      Asked on 11/1/2016 by Tryntobmade from Lancaster , PA

                      1 answer

                      • Brand Expert

                        A:

                        Hi there, thank you so much for your question! At this time we are not offering a waterproof version but we are more than happy to pass along your suggestion. We love hearing from our IT Girls! XOXO

                        Answered on 11/3/2016 by Brand Expert from IT Cosmetics
                    • Q:

                      Can this be removed with soap and water?
                      Asked on 10/15/2016 by lisa

                      1 answer

                      • Brand Expert

                        A:

                        Hi there, thank you for reaching out to IT! To remove mascara, we recommend using a makeup removing product. Try out Bye Bye Makeup 3 in 1 Melting Balm! IT is a balm consistency that transforms into a serum when massaged into the skin. Use IT dry, with dry hands and a dry face and then remove it with a damp wash cloth or rinse clean. This product will also cleanse your pores as you remove it. Try IT out and let us know what you think! XOXO

                        Answered on 10/17/2016 by Brand Expert from IT Cosmetics
                    • Q:

                      do you test on animals
                      Asked on 9/2/2016 by lovemascara from littleton colorado

                      1 answer

                      • Brand Expert

                        A:

                        Hi there, we're happy to help you with this! IT Cosmetics is 100% cruelty free and does not test on animals. Hope this helps! XOXO

                        Answered on 9/6/2016 by Brand Expert from IT Cosmetics
                    • Q:

                      Is this a "tube" mascara?
                      Asked on 9/1/2016 by Lyn C from Atlanta, GA

                      1 answer

                      • Brand Expert

                        A:

                        Hi there, thank you for your question! This is not a tube mascara, IT applies and removes just like a traditional mascara. IT does however have our Elastic Stretch Technology to take your lashes up up and away and give super length and super volume!! XOXO

                        Answered on 9/2/2016 by Brand Expert from IT Cosmetics
                    • Q:

                      I know this product isn't waterproof but is is long lasting?
                      Asked on 7/23/2016 by Laurlouise02

                      1 answer

                      • Brand Expert

                        A:

                        Hi there, thanks for reaching out to us! Superhero Mascara is formulated to last all day to keep your lashes lifted and looking gorgeous! You can try IT out at your local Ulta store to see your real results! XOXO

                        Answered on 7/25/2016 by Brand Expert from IT Cosmetics
                    • Q:

                      Is this product safe for contact wearers?
                      Asked on 7/11/2016 by Angie from Ms.

                      1 answer

                      • Brand Expert

                        A:

                        Hi there, thanks for your question! Our Superhero Mascara has not been known to cause sensitivity to the eyes. Many of our IT girls who are contact lens wearers use Superhero without any sensitivity. Before use, we do recommend consulting with your eye doctor to confirm that this product is safe for your specific use, as everyone's conditions may vary. XOXO

                        Answered on 7/11/2016 by Brand Expert from IT Cosmetics
                    • Q:

                      Is this product oil free and can I use with eyelash extensions
                      Asked on 5/25/2016 by Leslie from NJ

                      1 answer

                      • Brand Expert

                        A:

                        Hi there, thank you for question! At this time Superhero is not oil free and we suggest use of it on your natural lashes. Hope that helps! XOXO

                        Answered on 5/26/2016 by Brand Expert from IT Cosmetics
                    • Q:

                      Will this give me the effect of false lashes?
                      Asked on 4/16/2016 by M&M

                      1 answer

                      • Brand Expert

                        A:

                        Great question! Our new superhero mascara will give you super volume, super stretch, and super length to help you get the effect of false lashes.
                        XOXO

                        Answered on 4/18/2016 by Brand Expert from IT Cosmetics
                    Displaying questions 1-10Previous | Next »

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