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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 with the IT Cosmetics Superhero Elastic Stretch Volumizing Mascara

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 2984 reviews)

82%

of respondents would recommend this to a friend.

Pros

  • Lengthens (2254)
  • Adds volume (2214)
  • Defines & separates (1787)
  • Applies evenly (1769)
  • Great brush (1598)

Cons

  • Flakes (376)
  • Dries out quickly (228)
  • Difficult to remove (219)
  • Sticky texture (185)
  • Smudges or runs (169)

Best Uses

  • Anytime (2247)
  • Daytime (561)
  • Going out (500)
  • Never (3)
    • Was this a gift?:
    • No (20)
    • Reviewer Profile:
    • Classic style (1207), Natural style (1035), Trendy style (361)

Reviewed by 2984 customers

Displaying reviews 1-10

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5.0

Really holds up!!!

By Tracy

from Rochester, NY

About Me Trendy 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 forgot to mention in my previous review that I am a chef, and sometimes I work over a hot grille for ten hours. This mascara holds up to that and 85 degree weather all at the same time! Never had a smudge or flake, ever!!

     
    5.0

    Greatest Mascara ever

    By Dustyrose1962

    from Sultan, Wa

    About Me Natural Style

    Verified Reviewer

    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 have tried almost every Mascara under the sun. I also have the wimpiest lashes on earth. I was getting desperate. I hadn't found anything that gave me the length that I used to have. And let's face it, every girl wants long lashes. I had been on chemotherapy, 20 years ago. My hair fell out and my eye lashes too. My hair sort of came back but, I had super super thick and naturally curly hair. Now, it's not even close to the hair I had. I knew my eyelashes were going to need a lot of help. In the last few months, I have spent so much money on mascaras. I even bought an eyelash curler. I tried this IT Superhero mascara and I am in love!!! I have eyelashes again!! I know it's expensive but it's so worth it. It's not clumpy and it didn't flake. It goes on in one coat and it looks great. I do wish they made it in brown!! Hint Hint Hint!!!!! Please make this mascara in brown??????!!!!!! I will keep buying it if or until they change the formula. Then, I guess I will find something else. Until then, IT Superhero mascara in black is for me

       
      5.0

      The Best Mascara Ever!!!

      By Tracy

      from Rochester, New York

      About Me Trendy Style

      Verified Buyer

      Pros

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

      Cons

        Best Uses

        • Anytime
        • Daytime
        • Going Out

        Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

        I started with the trial size and absolutely loved it! The full size brush took a few triea to get used to, but is definitely worth it! One thing I will say is that you need to remove any excess mascara from the brush before you use it. I scrape it off against the top of the tube and then blot it on tissue. Best mascara ever made!

         
        4.0

        Love this mascara!! Only 1 flaw

        By Tracy

        from Merriam, KS

        About Me Natural Style

        Verified Buyer

        Pros

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

        Cons

        • Dries Out Quickly

        Best Uses

        • Anytime

        Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

        I wish it didn't dry out so quickly

         
        5.0

        LOVE LOVE LOVE!!

        By Nicole T

        from Monroe, Mi

        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 is my FAVORITE mascara and I have tried TONS! It goes on evenly and separates my lashes and makes them look full and long. I love it so much I bought and extra to keep in my make up drawer so I never run out. It is not waterproof but I have had no issues with that.

           
          5.0

          Love love love

          By Kaili

          from Florida

          Verified Buyer

          Pros

          • Adds Volume
          • Great Brush
          • Lengthens

          Cons

            Best Uses

            • Anytime

            Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

            I love this mascara

             
            3.0

            really want to love it

            By geobabe1874

            from tucson, az

            Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

            i really want to love this mascara. it's too goopy. i feel like I've lost half the tube just from what leaks out of the tube. I probably should have walked away when the it rep talked about how to fix it when it gets goopy.

             
            5.0

            Love!

            By Eking

            from Saint Petersburg, Florida

            About Me Classic Style

            Verified Reviewer

            Pros

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

            Cons

            • Clumps
            • Flakes

            Best Uses

            • Anytime
            • Daytime
            • Going Out

            Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

            I love this mascara. People actually ask me if my eyelashes are real. My eyelashes look so much longer and fuller. The only thing I don't like is at the end of the day the mascara clumps and it's difficult to take off. I still think it's worth it. Hands down my favorite mascara.

             
            5.0

            Works wonders!

            By Adry

            from Palm Springs, CA

            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:

              Great mascara. It is thicker then most brands out there. I find that it does flake but only after I've had it on all day. This mascara adds a lot of length and volume to my lashes.

               
              1.0

              Incredibly Clumpy

              By Janelle

              from Kenosha, WI

              About Me Trendy Style

              Verified Buyer

              Pros

                Cons

                • clumpy
                • Sticky Texture

                Best Uses

                  Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                  I was so disappointed with this product. I usually love this brand--but this mascara leaves my lashes so clumpy. The formula is sticky and dries out very quickly. Would not recommend.

                  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.

                  53 Questions | 53 Answers
                  Displaying questions 1-10Previous | Next »
                  • Q:

                    can you remove this with water?
                    Asked on 6/27/2017 by Karrie from Berkeley Heights NJ

                    1 answer

                    • Brand Expert

                      A:

                      Hi there, thank you for reaching out to IT! Superhero Mascara is not waterproof, however it is best to remove with makeup remover to ensure IT is completely removed. Water alone will not remove it properly. XOXO

                      Answered on 6/29/2017 by Brand Expert from IT Cosmetics
                  • Q:

                    Does this come in waterproof
                    Asked on 6/20/2017 by Toni from Michigan

                    1 answer

                    • Brand Expert

                      A:

                      Hi there! Thank you so much for reaching out. While Superhero mascara is not waterproof, IT is long-lasting and holds a curl for all day volume! We hope this helps! XOXO

                      Answered on 6/21/2017 by Brand Expert from IT Cosmetics
                  • Q:

                    Is IT Superhero Mascara waterproof and a lengthening mascara?
                    Asked on 6/19/2017 by Trish from Dunkirk, MD

                    1 answer

                    • Brand Expert

                      A:

                      Hi there! This is a great question! While Superhero Mascara is not waterproof, IT is long-lasting and holds a curl for all day wear! With ITs Elastic Stretch Technology, IT lengthens while also volumizing. We're confident you'll love IT! XOXO

                      Answered on 6/21/2017 by Brand Expert from IT Cosmetics
                  • Q:

                    Is it waterproof?
                    Asked on 5/31/2017 by Wendys32 from Hurricane, WV

                    1 answer

                    • Brand Expert

                      A:

                      Hi there, thank you for your question! Superhero Mascara is not waterproof. IT is very long lasting and holds a curl for your most voluminous lashes! XOXO

                      Answered on 6/2/2017 by Brand Expert from IT Cosmetics
                  • Q:

                    Is this mascara oil free?
                    Asked on 5/26/2017 by Lash envy from Iowa

                    1 answer

                  • Q:

                    is this vegan?
                    Asked on 4/26/2017 by emy from US

                    1 answer

                    • Brand Expert

                      A:

                      Hi there, thank you for your question! IT Cosmetics products are not vegan, however they are completely cruelty free. IT products are never tested on animals and are certified by PETA! XOXO

                      Answered on 4/28/2017 by Brand Expert from IT Cosmetics
                  • 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
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