It Cosmetics Superhero Elastic Stretch Volumizing Mascara

It Cosmetics mascara

These mascara names are getting longer and longer. It cracks me up. Any It Cosmetics fans in the house? Do yourself a favor and try their brushes. You know I am soooo for drugstore brushes (hey EcoTools!) but it’s hard not to spend my entire paycheck on their brushes. They’re just that fabulous.

Oh yeah…you came here for a review of the It Cosmetics Superhero Elastic Stretch Volumizing Mascara. Not their brushes.

Onward, we go. Please don’t laugh at my pictures. I tried to make them all funky and look comic book’y. Work with me here, dear friends. 

It Cosmetics Superhero Elastic Stretch Volumizing Mascara


Price: $24 from Ulta and
Packaging (brush wand): 5 out of 5
Overall: 4.5 out of 5

What They Say:  “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.” (source)

What I Loved About It: It’s dark, it’s lush and it really volumizes! But I’m cracking up at you, It Cosmetics. Anti-aging mascara? Hahahaaaa! 

What I Didn’t Like: It was just a tad bit flaky. 

Overall: So can we please talk about the hilarity that is anti-aging mascara? I quite literally LOL’d at that. I’m sorry, It Cosmetics. I really am. You guys rock but this makes very little sense to me. Yes, I know you’ve got some biotin and peptide-infused stuff up in this mascara but to make the claim that it’s great for my aging sisters? Well, I don’t know. That’s just reaching. But hey! At least the mascara is stellar so yes, I will laugh, but I will also to continue to purchase this mascara time and time again. Let’s start with the wand..


It Cosmetics Superhero Stretch Volumizing MascaraI mean, how can I say anything bad about it? It looks like more and more brands are taking the long and skinny brush route. I was against this for a while (mainly because I feel like plusher wands help with volumizing) but when a mascara’s formula is so great, it really doesn’t matter what the wand looks like. It an extent. There’s nothing groundbreaking here and that’s fine. The bristles are stuff enough to sweep through the lashes and boom, that’s all a mascara user needs, right? 

It Cosmetics Superhero mascara

Also, can we talk about how nice holding this tube is? It fits so nicely in the hand and makes applying a breeze. 

Formula-wise…well, it’s dreamy and creamy. Thin enough to make it easy to apply to the lashes and thick enough to where it will STICK to said lashes. Truthfully, I’m thinking this mascara also has some magic dust in it because how it plumps the lashes sooooo well after 2-3 coats is beyond me. It’s an incredible formula and if you like to push it to the limit, you can apply up to 3 solid coats without any clumping. 

Because y’all know how I feel about clumps of mascara. Ha! What I did I have a problem without, though, was the flaking. Less coats made this less of a problem but shoot, man, the lashes look incredible with 3 coats! I couldn’t figure out how to work around this and for that reason, this mascara doesn’t get a perfect score. I’m thinking this can be fixed with a waterproof top coat like Anastasia’a Lash Genius


It Cosmetics

AFTER  3 coats

It Cosmetics after


It Cosmetics mascara


It Cosmetics Superhero

Do I recommend it?: I do! I really do! I first heard about this mascara from the company and then I saw Ty of Gorgeous in Grey raving about it and I just knew I had to scoop it up. It’s $24 well spent and outside of reviewing whatever you find folx request of me, this may very well be my staple mascara.

In conclusion, buy it now.

The end and carry on.

It Cosmetics Superhero Elastic Stretch Mascara

Any It Cosmetics lovers out there? 



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