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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 2890 reviews)

81%

of respondents would recommend this to a friend.

Pros

  • Lengthens (2173)
  • Adds volume (2131)
  • Defines & separates (1719)
  • Applies evenly (1700)
  • Great brush (1539)

Cons

  • Flakes (363)
  • Dries out quickly (222)
  • Difficult to remove (213)
  • Sticky texture (180)
  • Smudges or runs (167)

Best Uses

  • Anytime (2168)
  • Daytime (536)
  • Going out (476)
  • Never (3)
    • Was this a gift?:
    • No (20)
    • Reviewer Profile:
    • Classic style (1167), Natural style (1008), Trendy style (348)

Reviewed by 2890 customers

Displaying reviews 1-10

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1.0

Flakes and clumps

By Dianne

from Marin

About Me Classic Style

Pros

    Cons

    • clumpy on lashes
    • Difficult To Remove
    • Flakes

    Best Uses

      Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

      It flakes all over and goes on very clumpy. For some reason, it was hard to get the flakes off my face and lids. It almost seems like it's waterproof, but it isn't. I did not have a problem with it running, however, like a few people mentioned.

       
      2.0

      Declining Quality

      By RedheadGrl

      from Columbus, Ohio

      Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

      I began purchasing this formula when it initially came out. I loved it's buildable texture.I don't know what happened. The formula is terrible now. It's clumpy when you open a new tube. It's like Ulta and/or IT Cosmetics have had the mascara for a year+ making the formula dry. It used to take at least 3 weeks for the tube to get clumpy but now it's like that when you open it. Wiping the brush off every time you stick it in the tube helps but wastes most of the product.

       
      5.0

      I would buy this product again.

      By Autumn Lietch

      from Tennessee

      About Me Classic Style

      Pros

      • Adds Volume
      • Applies Evenly
      • Defines & Separates
      • Doesn't Clump
      • Great Brush
      • Lengthens
      • Looks like you put lashes over your real ones

      Cons

        Best Uses

          Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

          I use it every morning.it us so great and I always get comments on my lashes

           
          5.0

          I would by again!!!!

          By Rylee

          from Louisiana

          Pros

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

          Cons

            Best Uses

            • Anytime

            Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

            The BEST mascara I have ever used!!! I've used very expensive mascara, and also drug store mascara, and this one by far is the best out there. It's really amazing.

             
            4.0

            Worth the Hype!

            By JRoe

            from Placentia, CA

            About Me Natural Style

            Verified Reviewer

            Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

            I can say that I didn't want to like this mascara... then I tried it because I got a free sample... this mascara is freaking amazing! I can wear this mascara alone, and my lashes look awesome! Usually wear 2 different mascaras, one for lengthening and one for volume. This mascara provides both. I gave it 4 stars since it seems to dry up fairly quickly.

             
            5.0

            The Best of The BEst

            By MelissaMcBride35

            from Milton, FL

            About Me Classic Style

            Verified Reviewer

            Pros

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

            Cons

              Best Uses

                Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                I am an eye makeup junkie, so over the years I have tried dozens of different brand trying to get the dramatic look I like. I can finally say that I have found my forever mascara. This gives my tiny lashes the look of wearing fake ones. I get compliments constantly. You will not be disappointed if long, dramatic lashes is what you want. I have tried mascaras that are cheaper, but mostly more expensive brands and have NEVER been this impressed.

                 
                5.0

                Love this mascara!

                By Pammy

                from Taylor

                About Me Classic Style

                Verified Buyer

                Pros

                • Adds Volume
                • Applies Evenly
                • Lengthens

                Cons

                • Dries Out Quickly
                • Flakes

                Best Uses

                • Anytime

                Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                Seems to flake after a long day. Doesn't separate lashes very well but if you need length like I do I would recommend this one!

                 
                5.0

                Lashes for days!

                By Wendy

                from Huntsville, AL

                About Me Natural Style

                Verified Buyer

                Pros

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

                Cons

                • Dries Out Quickly

                Best Uses

                • Anytime

                Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                I'm sensitive to many mascaras but this one works for me. I can literally feel my lashes curling and love that I can apply this mascara and some lip color and feel "done" if I'm short on time. I've bought this product many times and my only complaint is that it tends to clump a bit, especially when it begins drying out.

                 
                5.0

                Best ever

                By Kit-kat

                from Delaware

                About Me Classic Style

                Verified Buyer

                Pros

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

                Cons

                • Difficult To Remove

                Best Uses

                • Anytime

                Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                I needed a mascara that i knew would make my lashes longer than they already were, but not clump. This mascara is amazing and never clumps. Everyone notices you eyes more!

                 
                5.0

                Superhero elastic stretch volumizing Mascara

                By Julie

                from Napa

                About Me Natural Style

                Verified Buyer

                Pros

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

                Cons

                  Best Uses

                  • Anytime

                  Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                  Once a day and it stays on very well. No clumping comes off easily.

                  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.

                  50 Questions | 50 Answers
                  Displaying questions 1-10Previous | Next »
                  • 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
                  • 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
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