Rated 3.85 out of 5 stars
Most Helpful Positive Review My Superhero
I received my SuperHero No Tug Gel liner, by It Cosmetics, in the color 'Mystic Emerald'. I received it as an active member of BzzAgent for my very first assignment. I am beyond happy that I got the chance to try this! I was skeptical at first because most eyeliners that I have tried in the past, in any other color than black, seem to lack pigment. I tried the Superhero No Tug Gel liner the following day and applied it as usual to my water line, to complete my makeup look. My first impression was pure shock! This liner went on extremely smooth, did not feel heavy or clumpy, it went on so smoothly and the best part...the pigment was amazing! The color payoff in this stuff is incredible. I received compliments that day on the color of my eyeliner. The biggest issue I have faced in the past, when using eyeliner of any kind is that it tends to run when applied directly to the water line. Regardless, I do not like how eyeliner looks on myself when applied underneath the waterline, so I typically have to touch up my eyeliner often. The Superhero eyeliner did not run and while it did smudge slightly, that was my own fault because I tend to rub the corner of my eyes throughout the day. The pencil itself is very easy to use and similar to most pencil liners but it's contents are so much more. With this liner being gel, it really held up amazingly. I have told family members and friends about this product and I will be buying at least one more in black for everyday use. I really love that it feels like your not wearing any eyeliner at all, and not having to constantly check a mirror and worry that my eyeliner has ran down my face and ruined my whole look. The liner itself has a little sparkle to it as well that comes off soft and pretty. I will be buying this liner for as long as It Cosmetics continues to make it. In my opinion, this stuff is a huge game changer.
Most Helpful Critical Review Miss the old eyeliner
The previous IT eyeliner that self-sharpened was amazing, I absolutely loved it. They quit making that so I ordered this assuming it would be as good or better. However, it does not apply smoothly or evenly and when I would try to spot in areas it missed it would take off the liner that was already on—I think it sets really fast. It built up on my eyelashes and flaked off. It also does not sharpen well and smudges easily. Sad that I am now searching for a new eyeliner.
Reviewed by 293 customers Ruined
Arctic Ash from Alaska
Why would IT ditch the automatic liner? This one is horrible! Booo back to Marc Jacobs
Arctic Ash from Palmer, Alaska
Why would IT cosmetics drop their automatic liner in favorite of this disaster? They really had something with the no-tug automatic and they ruined it. You get about three uses out of this one until it's scraping along your waterline. I hate to say it, but since no other product line at ulta could come close to the old no-tug, now I have to go back to Marc Jacobs.. boo
Didn't realise it had changed
Francine from Muskegon, MI
I had used the It No-tug waterproof eyeliner for years and didn't realize that they had changed the product. I kept trying to advance the pencil and brought it back to the store. They didn't tell me that it was no longer a retractable pencil but now a sharpening pencil - so I bought another and finally went online to find some reviews. It was then that I found out it needed to be sharpened when low. It is hard to sharpen to a point and much product is wasted in doing so. I am now looking for a different brand of waterproof gel eyeliner and will no longer use the It brand - too bad....they had a good thing going and changed it!
Not the same!
Kelsey from MA
The IT No Tug WAS my favorite eyeliner! This new pencil is horrible! I lose so much product just trying to sharpen it. IT what did you do?!
Used to love, not anymore!
Michelle M. from VA
IT products have been my go-to for a few years and this was hands-down my favorite eyeliner but the new formulation and sharpening are terrible - I'll be looking for a new favorite now. The old eyeliner was a twist pencil but now it requires daily sharpening, wasting so much product. It's difficult to sharpen and the pencil always seems to scratch my eyelids during application. The previous formula used to stay put for the duration of the day but the new one goes on way too thick and doesn't stay put. Huge disappointment!
Won't buy again
JC from Dallas, TX
They changed formula and now I am allergic to it. So bummed. Also they went to a sharpener and it doesn't work as good. Have already switched brands.
super smooth going on , its a keeper
Peg from Ga
this product was a good find. It goes on super smoothly and lasts. I would recommend it.
Amber from Brooklyn, OH
Worst eyeliner I've ever purchased. I've been a user of the it cosmetics liner for years but this new superhero one was terrible. It isn't waterproof like the former no-tug liner. It states that it's "smudgeproof" but mine smudged the hour after I applied it. It wore off within 8 hours and irritated my eyes. I'm super disappointed in it Cosmetics and I now have to find another liner to use daily.
Waste of money
Pamela from NC
This product is terrible and a waste of money. It is too soft to get a definitive line. It is impossible to sharpen. It is too soft to get a sharp point, or any kind of point. I've wasted half of the pencil trying to get a usable portion. Somebody in research and development missed the boat. Since the old version is not available, I'm going to Clinique quickliner.
Overpriced for a very small and low-quality quantity
Bri from Utah
I thought this would be a twist up, but it's not, so you just get the small amount at the top. Ran out so quickly, and wasn't very smooth or easy to apply. Will not be purchasing again.
I would definitely buy this product again !
Dog Mom from Alabama
I use this on my waterline.
The best eyeliner....
Missy from SW Florida
I've tried many eyeliner products and brands, yet this one tops them all!
NO, Bring back the old automatic one
Original No Tug User from Alabama
It is Very hard to sharpen a gel eyeliner.
Not the same product as the twist version :(
rspauld from Michigan
The ingredients have changed and I can no longer wear IT cosmetics eyeliner.
New and Not Improved
Ann from Peoria, Illinois
I bought this to replace the IT self sharpening automatic liner. IT Cosmetics - please bring back the old liner. This is not near as nice as the old liner.
Love the liner, but....
Tboston from Michigan
I love this liner, but it's a luck of the draw if you get a good one that actually allows you to spin for more liner. It seems like most of mine I've been having to exchange for a new one
Perfect shade of onyx
Peggy from Tx
See the above info
Don't wast your money!
wendyk from NJ
I loved the original no tug automatic. The new version is terrible! It's smudgy, smeary and too soft to apply. It's impossible to sharpen and the color is super intense compared to the original. I used to use the Black Brown and ordered the "Fantastic Espresso" this time and it is so dark! Looks like I'll have to find a new favorite eyeliner. Hope they listen to all of the negative reviews and bring back the original!
No. I will not by this again.
TN from Bloomingdale
I use IT Cosmetics eyeliner always. Bought 2 of these to try the latest. I was only able to use BOTH for a few days since the twist action does NOT work. Very disappointed since I love the old gel eyeliner. PLEASE do not get rid of the old one, even if you have to make both.
Anne from Pennsylvania
I absolutely love this liner! I loved the old ones to but I love that you can sharpen it to get a fine point.
Total let down!
Steph from Ohio
I wanted to love this eye liner! Very pretty color but it comes off quick and balls up badly all over eye lashes! I never had an eyeliner do that and when I tried to remove with my eye mackup remover those little balls went everywhere and in my eyes. Tried for several days and same thing kept happening so unfortunately I'm returning!
Jewels from TX
They changed the name and likely the formula so I was very skeptical and almost did not purchase this new item. But, I did and I am glad I did. I love it as much as, if not more than, the No Tug eyeliner.
Hate new formula and application
Michelle from Va
Awful- will not buy again and I will be returning it- not same formula and also not self sharpening
Parisk from Utah
Glides on with no pulling. Stays on all day. Great value.
I would not purchase this again.
DP from Oklahoma City
When I first used this product it was great and I really liked how easy it was to apply. The problem is after I used it a couple of times I tried twisting the product up and nothing happened-it was impossible to get more of the eyeliner to use!