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It Cosmetics Superhero Elastic Stretch Volumizing Mascara

It Cosmetics

Superhero Elastic Stretch Volumizing Mascara

0.3 oz Item 2298659

Color:Jet Black

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 3437 reviews)

82%

of respondents would recommend this to a friend.

Pros

  • Lengthens (2626)
  • Adds volume (2570)
  • Defines & separates (2096)
  • Applies evenly (2058)
  • Great brush (1884)

Cons

  • Flakes (418)
  • Dries out quickly (267)
  • Difficult to remove (249)
  • Sticky texture (207)
  • Smudges or runs (196)

Best Uses

  • Anytime (2603)
  • Daytime (656)
  • Going out (585)
  • Never (3)
    • Reviewer Profile:
    • Classic style (1405), Natural style (1192), Trendy style (413)
    • Was this a gift?:
    • No (20)

Reviewed by 3437 customers

Displaying reviews 1-10

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3.0

Not my favorite

By SH

from New Hampshire

About Me Natural Style

Verified Buyer

Pros

  • Adds Volume

Cons

  • Clumps

Best Uses

  • Going Out

Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

Going back to Benefit. Wanted to try something different but this instantly clumps.

 
5.0

Compliments from strangers = a must-buy mascara

By seastarstruck

from Seattle

About Me Classic Style

Verified Reviewer

Pros

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

Cons

    Best Uses

    • Anytime

    Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

    Just when I thought I had found my holy grail mascara, I received a sample of this in a beauty bag. THIS is the mascara I always wanted. It lengthens and defines lashes, it's easy to apply evenly, it stays put all day without flaking or smudging. It makes my lashes look so much better without the hassle of false eyelashes or applying fibers. LOVE! Highly recommended.

     
    3.0

    I like this product but irritates my eyes

    By Kim

    from Fairmont

    About Me Natural Style

    Verified Buyer

    Pros

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

    Cons

      Best Uses

      • Daytime

      Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

      I have sensitive eyes and this mascara makes my eyes water

       
      5.0

      My Go-To Mascara

      By Lize

      from Salt Lake, Ut

      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:

        No matter how many times I try to find other mascaras that I like, I ALWAYS come back to this one. This gives so much length and volume to my eyelashes. When it is brand new, it's a little wet, so just know not to apply as much and do two applications. I LOVE THIS MASCARA.

         
        5.0

        This is by far my favorite mascara!

        By Kate

        from Glen Saint Mary

        Pros

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

        Cons

          Best Uses

          • Anytime

          Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

          This is by far my favorite mascara. I always try doing different ones but I always come back to this one. My eyelashes stick straight out and are barely there, this mascara lengthens them and makes them look big. I will always come back to this mascara.

           
          4.0

          Length is GREAT AND NO CHUNKY

          By Sapphire

          from Chicago,Il

          About Me Natural Style

          Verified Buyer

          Pros

          • Applies Evenly
          • Defines & Separates
          • Doesn't Clump
          • Lengthens

          Cons

            Best Uses

            • Anytime

            Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

            I've used this everyday for about two weeks now. I really love it. You can do one coat just to add definition to your lashes or a few coats for a dramatic look. No flakes for me. Not clumpy.

             
            4.0

            I Like this

            By DeandraRabbit

            from Oklahoma

            Verified Buyer

            Pros

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

            Cons

              Best Uses

                Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                Really like this mascara. The formula easily applies, lengthens and volumizes. It gives the lashes a very bold beautiful look, doesn't smudge or flake. The negative about this mascara and reason for the 4 stars is the price of this item coupled with how quickly it seems to dry up.

                 
                5.0

                Fantastic

                By Sillygirl

                from Chesterfield, VA

                About Me Natural Style

                Verified Buyer

                Pros

                • Adds Volume
                • Great Brush
                • Lengthens

                Cons

                • Sticky Texture

                Best Uses

                • Anytime

                Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                I have bought this twice. I really love what it does to my lashes.

                 
                3.0

                Not for me

                By Amanda535

                from Campbell

                About Me Natural Style

                Verified Buyer

                Pros

                • Lengthens

                Cons

                • Clumps
                • Dries Out Quickly
                • Flakes
                • Smudges or Runs

                Best Uses

                  Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                  I love this brand but not their mascara. It's more of a gel consistency, it dried really quickly and clumped my lashes together. I tried it for over a week and it just didn't get better. Worst of all it flaked and got in my eyes, I had this gross black junk in my eyes that I had to rinse out with eye wash. I've tried all of their mascaras and it always the same.

                   
                  1.0

                  Not waterproof

                  By DW

                  from Lake Arrowhead

                  About Me Classic Style

                  Verified Reviewer

                  Pros

                    Cons

                    • Doesn't come in brown or black-brown
                    • Doesn't come in waterproof formula

                    Best Uses

                      Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                      Wish it came in dark brown and waterproof

                      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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