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It CosmeticsSuperhero Elastic Stretch Volumizing Mascara

It Cosmetics

Superhero Elastic Stretch Volumizing Mascara

0.3 oz Item 2298659

Color:Jet Black

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Get your beauty problems solved with IT Cosmetics beauty solutions.

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 3755 reviews)

82%

of respondents would recommend this to a friend.

Pros

  • Lengthens (2874)
  • Adds volume (2825)
  • Defines & separates (2284)
  • Applies evenly (2246)
  • Great brush (2065)

Cons

  • Flakes (453)
  • Dries out quickly (296)
  • Difficult to remove (266)
  • Sticky texture (231)
  • Smudges or runs (217)

Best Uses

  • Anytime (2849)
  • Daytime (714)
  • Going out (644)
  • Never (3)
    • Reviewer Profile:
    • Classic style (1549), Natural style (1291), Trendy style (443)
    • Was this a gift?:
    • No (20)

Reviewed by 3755 customers

Displaying reviews 1-10

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5.0

Love "it!"

By Trish

from Pa

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:

    Great mascara.

     
    5.0

    Favorite mascara but dries out fast

    By Cameron

    from Charleston, SC

    About Me Classic Style

    Pros

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

    Cons

      Best Uses

        Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

        I love love this mascara, but it does dry out really fast. All I do is add some eye drops to it, stir the brush in, and it is so much better!

         
        4.0

        I would buy this product agin.

        By Lori

        from Prior Lake, Mn

        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 like the fullness it adds to my lashes.

         
        5.0

        Great mascara!!

        By Ria

        from Chicago

        About Me Natural Style

        Verified Buyer

        Pros

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

        Cons

          Best Uses

          • Anytime

          Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

          I use it everyday since all I use is mascara and some lip gloss. Love the natural look

           
          5.0

          Life changing mascara!

          By Emz

          from Buffalo, NY

          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! This is hands down one of the best mascaras I have ever tried in my life!! It's a must-have!

             
            5.0

            Love it

            By Carol

            from Pittsburgh

            About Me Natural 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:

              Great product

               
              5.0

              Best Mascara I've ever uses

              By aunt sissy

              from prescott az

              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:

                As a mature lady your lashes tend to become very lite and thin. It bring back the color and look like I have more lashes. This id the best I've tried

                 
                5.0

                Looks like I am wearing fake eyelashes

                By JDunc

                from Mobile, AL

                About Me Natural Style

                Verified Buyer

                Pros

                • Adds Volume
                • Lengthens

                Cons

                  Best Uses

                  • Anytime
                  • Daytime
                  • Going Out

                  Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                  I received this as a sample and did not expect to like it but I switched from Benefit's They're Real to this mascara! I love it and have received comments that it looks like I am wearing fake eyelashes (in a positive way).

                   
                  4.0

                  Pretty Good

                  By LilyH

                  from West Valley

                  Comments about It Cosmetics Superhero Elastic Stretch Volumizing Mascara:

                  It works pretty well

                   
                  5.0

                  LOVE THIS!

                  By Joan

                  from Florence, SC

                  About Me Natural 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:

                    Makes lashes look so long. Love the blackest black. Doesn't come off until you take it off unless you sleep in it then you have black eyes in the morning.

                    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.

                    61 Questions | 61 Answers
                    Displaying questions 1-10Previous | Next »
                    • Q:

                      Hi so I just purchased my first tube of this mascara and my wand is angled. I have watched a lot of YouTube videos and the wand is always straight, the tester in the store is straight as well. Is this one defective?
                      Asked on 1/15/2018 by Monie from Charlotte, NC

                      1 answer

                      • Brand Expert

                        A:

                        Hi there, thanks for reaching out! The wand for Superhero Mascara is completely straight. If you find yours is bent upon opening, we do suggest returning it to Ulta for an exchange. Ulta offers a great 60 day return window, so they will absolutely take care of IT for you! XOXO

                        Answered on 1/17/2018 by Brand Expert from IT Cosmetics
                    • Q:

                      Why does so much mascara come out on the wand?
                      Asked on 12/6/2017 by Karen from Fayetteville, AR

                      1 answer

                      • Brand Expert

                        A:

                        Hi there! Thank you so much for reaching out. We are so sorry to hear that this happened to your Superhero Mascara.

                        Build up on the wand can form towards the middle to end of the mascara's life generally after two months of use. When clumps build up, IT is important to clean the wand with a makeup remover product to prevent the transfer of clumping to your lashes. Overly pumping the wand to get more product will cause the formula to dry out and clump, so we encourage you to pump the wand as little as possible. Instead, swirl the wand around the sides of the tube to pick up more product. Be sure your mascara from the day before is completely gone before applying fresh mascara. Using quality  makeup remover will work wonders to keep your lashes from clumping. Try our Confidence In A Cleanser to remove stubborn, waterproof makeup and mascara! Using too many coats of mascara will create too many layers and begin to clump your lashes, 2-3 coats maximum should get IT done.

                        Typically a mascara should only be used for three months, so if it is giving you trouble beyond that time period, IT's time for a new one. We hope these tips and tricks help to improve your mascara application and wear.

                        We hope this helps! XOXO

                        Answered on 12/6/2017 by Brand Expert from IT Cosmetics
                    • 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
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