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It Cosmetics Superhero Elastic Stretch Volumizing Mascara

It Cosmetics

Superhero Elastic Stretch Volumizing Mascara

0.3 oz Item 2298659

Special Free Gift with Purchase! Click for Offer Details

Color:Jet Black

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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).

Details+

How to Use+

Ingredients+

Shipping & Coupon Restrictions+

Reviews

Product Reviews

REVIEW SNAPSHOT®

by PowerReviews
It CosmeticsSuperhero Elastic Stretch Volumizing Mascara
 
4.3

(based on 3314 reviews)

82%

of respondents would recommend this to a friend.

Pros

  • Lengthens (2529)
  • Adds volume (2480)
  • Defines & separates (2014)
  • Applies evenly (1990)
  • Great brush (1813)

Cons

  • Flakes (408)
  • Dries out quickly (254)
  • Difficult to remove (237)
  • Sticky texture (200)
  • Smudges or runs (189)

Best Uses

  • Anytime (2515)
  • Daytime (635)
  • Going out (569)
  • Never (3)
    • Reviewer Profile:
    • Classic style (1354), Natural style (1150), Trendy style (399)
    • Was this a gift?:
    • No (20)

Reviewed by 3314 customers

Displaying reviews 1-10

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5.0

Love, love , love this mascara!

By Tracy M

from Alpharetta, GA

About Me Classic Style

Verified Buyer

Pros

  • Adds Volume
  • Applies Evenly
  • Defines & Separates
  • Doesn't Clump
  • Doesn't flake or irritate sensitive eyes
  • Lengthens

Cons

    Best Uses

    • Anytime

    Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

    Doesn't flake or irritate sensitive eyes

     
    4.0

    So far so good!

    By StephL

    from Eugene, Or

    About Me Natural Style

    Verified Buyer

    Pros

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

    Cons

      Best Uses

      • Anytime

      Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

      I have tried a lot of mascara's looking for one that goes on easy, comes off easy, and shows up well on blonde lashes. This one does that

       
      4.0

      Really black, but very lengthening and volumizing

      By dojahbeck

      from Denver, CO

      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:

        Pretty heavy looking, very dark, but stays on, and is easily removed with remover. Really made my eyes pop.

         
        5.0

        Love IT!

        By Lisa

        from Texas

        About Me Classic Style

        Verified Buyer

        Pros

        • Adds Volume
        • Lengthens

        Cons

          Best Uses

          • Anytime

          Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

          I'm a mascara addict and I love this one. It is definitely my go to one. I also use it with Dior primer since so far IT doesn't offer a primer

           
          5.0

          Best mascara on the market today!

          By Jnet

          from Minneapolis, MN

          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:

            The first time I used this I was sure but now I use it everyday and it's hands down the best mascara I've ever used! I have short, thin lashes and this makes them look long and luscious. I love this stuff and recommend it to all my friends when they ask.

             
            5.0

            Love this product and I am going to continuing buying it!

            By Meli

            from Visalia, ca

            About Me Natural Style

            Verified Buyer

            Pros

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

            Cons

              Best Uses

              • Anytime

              Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

              I always get compliments on my eyelashes. I've been asked if I'm wearing fake eyelashes. Definitely a great product.

               
              5.0

              Best mascara ever!

              By Mimi

              from Pensacola Florida

              About Me Classic Style

              Verified Buyer

              Pros

              • Adds Volume
              • Applies Evenly
              • Best mascara ever!
              • Defines & Separates
              • Doesn't Clump
              • Great Brush

              Cons

                Best Uses

                • Anytime

                Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                Best mascara ever! I have tried many different mascaras and It is the greatest!

                 
                1.0

                Thick and Clumpy with an Awful Brush

                By babycakes

                from Chicago, IL

                Verified Reviewer

                Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                I got a sample of this for my birthday from Ultamate Rewards. I used it three times and threw it out. I hated it. It's very, very clumpy and globby and made my eyelashes stick together in blobs. I was shocked when I saw what a full-size tube costs--holy cow!! I'd never pay that for this stuff! For all the glowing words on the package, this turned out to be absolutely nothing special.

                 
                5.0

                I would definitely keep buying this product

                By ❤️❤️❤️❤️

                from Chicago, Illinois

                About Me Natural Style

                Verified Buyer

                Pros

                • Adds Volume
                • Great Brush
                • Lengthens

                Cons

                • Difficult To Remove
                • Smudges or Runs

                Best Uses

                • Anytime

                Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                I love using this product on a daily basis. I feel that it really makes my eyes pop out! Absolutely love it!

                 
                5.0

                I would buy this item again and again

                By jo

                from Texas

                About Me Trendy Style

                Verified Buyer

                Pros

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

                Cons

                • Dries Out Quickly

                Best Uses

                • Daytime

                Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                Best Mascara ever! :)

                Displaying reviews 1-10

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                Q&A

                Product Q&A

                Ask a question

                Do you have questions about this product?

                Get answers from in-house experts.

                59 Questions | 59 Answers
                Displaying questions 1-10Previous | Next »
                • Q:

                  Is the super heros mascara waterproof or water resistant? What is the recommended way to remove it?
                  Asked on 8/19/2017 by Sharon from Fort Smith, AR

                  1 answer

                • Q:

                  does this mascara help your lashes grow?
                  Asked on 8/17/2017 by kym from US

                  1 answer

                  • Brand Expert

                    A:

                    Hi there, thank you for your question! Superhero Mascara is not a lash growing mascara, however IT is formulated to help condition and nourish your lashes as IT contains lash loving ingredients. XOXO

                    Answered on 8/17/2017 by Brand Expert from IT Cosmetics
                • Q:

                  which IT mascara lengthens and thickens best?
                  Asked on 8/15/2017 by cookie from ocala, fl.

                  1 answer

                  • Brand Expert

                    A:

                    Hi there! Superhero Mascara is the most lengthening, volumizing, and thickening mascara in our line! IT lifts your lashes to new heights. XOXO

                    Answered on 8/17/2017 by Brand Expert from IT Cosmetics
                • Q:

                  Is the wand small enough to apply mascara to bottom lashes?
                  Asked on 8/13/2017 by Charonya from Florida

                  1 answer

                  • Brand Expert

                    A:

                    Hi there, thank you for your question! The Superhero Mascara wand is small enough to apply to the lower lashes. We recommend using a light hand to apply IT so you can build it up! XOXO

                    Answered on 8/14/2017 by Brand Expert from IT Cosmetics
                • Q:

                  Is this mascara waterproof or normal?
                  Asked on 8/9/2017 by Aly from undisclosed

                  1 answer

                  • Brand Expert

                    A:

                    Hi there, thank you for your question! Superhero Mascara is not waterproof, however IT is long wearing and holds a curl until you remove IT! XOXO

                    Answered on 8/9/2017 by Brand Expert from IT Cosmetics
                • Q:

                  Hi I have bought this several times but it seems to get thicker in the container after a couple months. I still use for six months but always love the way a new container works.
                  Is there something I can add (just a little bit) to make it less thick (I imagine the answer is no ha). Maybe I am imagining it.
                  Also....is it best to remove applicator and put directly on lashes or scrape off excess and then do a couple coats? Your advice is welcome.
                  Asked on 8/1/2017 by bigmouth from potomac, MD

                  1 answer

                  • Brand Expert

                    A:

                    Hi there, thank you for reaching out to IT! The lifespan of Superhero Mascara once opened is between 2-3 months. This is best practice to avoid health concerns when using mascara in direct contact with the eye. By nature, mascaras tend to thicken up and dry out after 2-3 months of use. We advise discarding your current tube and replacing it with a fresh one. For best application, remove the wand from the tube- if you see excess product on the wand, scrape it against the inner portion of the tube to remove it! XOXO

                    Answered on 8/2/2017 by Brand Expert from IT Cosmetics
                • 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
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