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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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How to Use+

Ingredients+

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Reviews

Product Reviews

REVIEW SNAPSHOT®

by PowerReviews
It CosmeticsSuperhero Elastic Stretch Volumizing Mascara
 
4.2

(based on 3204 reviews)

82%

of respondents would recommend this to a friend.

Pros

  • Lengthens (2442)
  • Adds volume (2394)
  • Defines & separates (1943)
  • Applies evenly (1923)
  • Great brush (1745)

Cons

  • Flakes (396)
  • Dries out quickly (243)
  • Difficult to remove (230)
  • Sticky texture (193)
  • Smudges or runs (179)

Best Uses

  • Anytime (2432)
  • Daytime (607)
  • Going out (542)
  • Never (3)
    • Reviewer Profile:
    • Classic style (1311), Natural style (1106), Trendy style (388)
    • Was this a gift?:
    • No (20)

Reviewed by 3204 customers

Displaying reviews 1-10

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1.0

Tarantula eyes

By Classic, subtle Rachel

from Ruckersville, VA

About Me Classic Style

Verified Buyer

Pros

    Cons

    • clumpy

    Best Uses

      Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

      I'm hoping for a refund...very clumpy, uneven coat

       
      5.0

      Would buy again

      By Linnie

      from New Jersey

      About Me Classic Style

      Verified Buyer

      Pros

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

      Cons

        Best Uses

        • Anytime

        Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

        Love this mascara. Use everyday. I purchase IT products most of the time.

         
        5.0

        Best mascara EVER

        By Trendy Tay

        from Fort Worth, TX

        About Me Classic Style

        Verified Buyer

        Pros

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

        Cons

        • Only comes in non-waterproof

        Best Uses

        • Anytime

        Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

        I have tried so many mascaras, but this is by far my favorite! It makes my lashes look like they have extensions!

         
        5.0

        Forever

        By Tami Anderson

        from Cincinnati Ohio

        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:

          Love this sooooo much my holy grail of makeup

           
          5.0

          LOVE IT!!!!

          By JonesF

          from High Point NC

          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:

            Love this product, does not take much to lengthen your lashes and it's not dry. Sales person also stated that it has ingredient to help your lashes grow!!!

             
            5.0

            Most amazing mascara to have ever graced my lashes

            By Cassandra

            from Apopka, Florida

            About Me Classic 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:

              I love this mascara, I'm so glad the salesperson recommended it!

               
              5.0

              Love this stuff

              By Kristy

              from Amarillo, TX

              About Me Classic Style

              Verified Buyer

              Pros

              • Adds Volume
              • Lengthens

              Cons

              • Little clumpy

              Best Uses

              • Anytime

              Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

              This is a great mascara. It does get a little clumpy and the lashes stick together if you don't clean the excess off the brush, but overall, great product!

               
              5.0

              A must have

              By Kristi

              from Denver

              About Me Classic Style

              Verified Buyer

              Pros

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

              Cons

              • Difficult To Remove
              • Dries Out Quickly

              Best Uses

              • Anytime
              • Daytime
              • Going Out

              Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

              This is a greats dupe for makeup forever

               
              5.0

              My absolute favorite mascara!

              By Godsgirl

              from Tulsa

              About Me Classic 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:

                When I use this mascara everyone asked me if I have used something to make my lashes grow!

                 
                1.0

                Do not recommend

                By Dakota

                from St. Cloud, MN

                About Me Natural Style

                Verified Buyer

                Pros

                  Cons

                  • Flakes

                  Best Uses

                    Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                    I do not feel that this product lives up to the hype. It flakes and did not add volume or lengthen lashes

                    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
                    Displaying questions 1-10Previous | Next »

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