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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 2322 reviews)

80%

of respondents would recommend this to a friend.

Pros

  • Lengthens (1712)
  • Adds volume (1671)
  • Defines & separates (1361)
  • Applies evenly (1333)
  • Great brush (1193)

Cons

  • Flakes (303)
  • Difficult to remove (174)
  • Dries out quickly (165)
  • Sticky texture (142)
  • Smudges or runs (138)

Best Uses

  • Anytime (1705)
  • Daytime (421)
  • Going out (368)
    • Was this a gift?:
    • No (20)
    • Reviewer Profile:
    • Classic style (916), Natural style (809), Trendy style (281)

Reviewed by 2322 customers

Displaying reviews 1-10

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Previous | Next »

 
5.0

I would buy this product again in a heartbeat

By Amber

from Longview, WA

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 LOVE this mascara! I wish it were waterproof but I can't complain. It doesn't smudge, removes easily, brush applies to all lashes, and the formula is superb.

     
    5.0

    First time using it and I love it!!

    By Mrs. Bravo

    from Lombard, IL

    About Me Natural 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:

      This mascara goes a long way with little bit of it. You can see immediate length & volume and shapens your lashes too. I haven't cone across a really good mascara until I used this one. Worth the $

       
      1.0

      Clumpy

      By Lisa

      from Scranton, PA

      About Me Classic Style

      Verified Buyer

      Pros

        Cons

        • Dries Out Quickly
        • Flakes
        • Sticky Texture

        Best Uses

          Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

          I'm disappointed in this product. I love the IT brand and have many of their other products so I thought the mascara would be the same. Unfortunately as soon as I opened it I noticed that it was very clumpy and had the look and feel of a mascara that is one month old.. can I return it?

           
          3.0

          Love, but can't use

          By Kim

          from Maryland

          Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

          I LOVE this mascara... it makes my lashes look absolutely phenomenal! However, I'm finding that I am allergic to something in the formula. In the 4 months that I have been using it, I have had pink eye twice, and have had increased eye irritation. I'm not usually someone that has sensitive eyes, but I just can't use it anymore, which is upsetting.

           
          5.0

          Love it

          By Geri

          from Calabasas, CA

          About Me Classic Style

          Verified Buyer

          Pros

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

          Cons

            Best Uses

            • Anytime
            • Daytime
            • Going Out

            Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

            Everyday

             
            5.0

            Will night buy any other mascara

            By Christine

            from Pa

            About Me Natural 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:

              Easy to apply

               
              5.0

              I would buy again

              By Tamieka

              from Los Angeles

              About Me Natural 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:

                Finally found a mascara that truly works.

                 
                3.0

                no, I would not buy again, it's too hard to remove.

                By just me

                from duluth,mn

                About Me Natural Style

                Verified Buyer

                Pros

                • Adds Volume
                • Defines & Separates

                Cons

                • Difficult To Remove
                • Flakes
                • Sticky Texture

                Best Uses

                  Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                  don't care for the product , too hard to remove.

                   
                  5.0

                  Best mascara I've ever used!

                  By Patty

                  from Raymondville, TX

                  About Me Natural Style

                  Verified Buyer

                  Pros

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

                  Cons

                  • Dries Out Quickly

                  Best Uses

                  • Anytime

                  Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                  I got this in my ipsy bag and have been buying it ever since. It gives great length and fullness. I love it.

                   
                  5.0

                  Seriously the best!

                  By Khef82

                  from Fort Worth, TX

                  About Me Trendy 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've never been more impressed! I was in ulta not even looking for mascara I was just getting more of ITs eyebrow pencil and I saw superhero. I'm not one to spend a lot on a cosmetic product unless it works wonders! I saw this mascara claim on display and thought I'd give it a try since I'm always looking for ways to enhance my eyelashes without fake lashes (too much work for me)! I tried the sample on display not even properly applying and saw this product was something so I bought it. I couldn't believe I spent so much on mascara! After using it properly it just amazes me. It could be mistaken for false lashes only better! I'm on my second bottle and plan on continuing to purchase this product!

                    My sister saw how awesome this worked on me and also now buys this product! She's a fan of false lashes but prefers this!

                    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.

                    39 Questions | 39 Answers
                    Displaying questions 1-10Previous | Next »
                    • 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
                    • 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
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