IT Cosmetics Superhero Elastic Stretch Volumizing Mascara


Purchased by me


Even though it’s only January, 2016 is already shaping up to be a great year in Beauty. From fabulous drugstore finds to new launches from our favorite brands to celebrity collaborations.

IT Cosmetics, an all-star brand here at Prime Beauty has a brand spankin’ new mascara called Superhero. Seriously? How can they top Hello Lashes? Welp, beauties I don’t know the answer but Jamie Kerns and the crew at IT Cosmetics have managed to do it.

The brand has never disappointed me–I often say IT Cosmetics is an over 40 woman’s best friend so when I saw they were launching a new mascara, I jumped on it. I ordered from QVC and got two tubes for about $29–less than the price of one tube from a luxury brand.

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Superhero mascara is touted as an elastic stretch volumizing mascara. What the heck does that mean? It means that the unique elastic stretch technology wraps each individual lash to give you WOW lashes in just one coat. It’s superhero power is defined, full, long, thick lashes!

“Our proprietary Elastic Stretch Technology wraps each individual lash in a volume-boosting, lengthening and ultra-conditioning black cape of power and color, for your strongest, longest, thickest and most defined lashes. The super buildable formula puts lash power at your fingertips; simply apply more coats to add volume and length to lashes.”

The Lash-Changing Power Brush gets those tiny lashes in the corners thanks to the bristles cut at all different lengths. I like the slimness of the brush–can’t stand those super big brushes, I find them so unwieldy. This innovative brush wraps each individual lash from root to tip, treating your lashes to collagen, hydrolyzed keratin, proteins, peptides, and polymers.


Let me tell you beauties, I’ve tried eleventy-billion mascaras and this one rocks! Superhero gives me length, volume, curl, AND separation. Most mascaras can deliver on one, maybe two of those criteria but until now I’ve never had a mascara that could deliver on ALL! This mascara really is my Superhero!

Also notable is what Superhero doesn’t do: it does not flake, smudge, run or dry out my lashes.

superhero eye

Superhero eye 2

Bottom Line: IT Cosmetics Superhero Mascara gives you bat-worthy lashes without falsies!

  • Robin Rue

    Sounds great

    • This is the best mascara I’ve tried in a long while.

  • Allison @neversaydiebeauty

    I saw this demonstrated on QVC on Friday night, and I was blown away! The model’s lashes were so long after she applied it that they were almost too long. Unfortunately, I had already placed my order for the 6 piece collection, otherwise I would’ve added this mascara for sure. You have fabulous lashes no matter what you use, IMHO, but this is astounding!

  • Jeanette

    I totally need to try this. I do have long lashes but you can’t see them because the ends are very blond.

    • I have a few with blond ends too–what’s up with that? LOL

  • wow, what lashes! I love their Hello! lashes extensions, but my absolute fave mascara from It is the tightline. I have to try this to see if I like it better!

    • I think I like this better than Hello Lashes.

  • Travel Blogger

    Wow- I need to try this mascara. I have really short wispy eyelashes. This would be great for me.

  • Woah, now that’s what I call a dramatic false lash effect! I gotta try this one!

  • It’s definitely effective based on your after pictures. It’s good to have a reliable mascara, especially if you’re going to be out all day.

  • Oh wow! Your lashes look amazing!

  • Aleya Bamdad

    This look slike my kind of mascara. Your lashes look great.

  • marciaf

    I am super impressed with this mascara. My lashes are so long with it. Funny though that I don’t get a lot of volume but I’m so happy with the way my lashes look I don’t care. Your eyes look great with this mascara.

  • I was really impressed with how well this mascara worked for me, even with my derp application skills!

    • I hear ya Phyrra, glad it worked for you!

  • Lisa Marie Heath

    Ohh I just got this and now I can’t wait to use it!

  • tiaras and tantrums

    I will have to check this mascara out. I have so many tubes that I have purchased and chuck. I have red eyelashes that are very sensitive. I need something that works well!

  • Karlyn Flores

    This kind of mascara that i love. i don’t do a false eyelashes or a extension just only i want a long lash mascara

    • Me too, I’m a total klutz with false eyelashes.

  • FabZilla_Kath

    I love the other IT mascara so I’m going to try this as well. I can see the dramatic transformation of your lashes

  • Nikki

    Wow, this is kind of mascara that I totally love! Thanks for awesome review!

  • I could use some volumizing mascara. Mascara is the one cosmetic I can’t live without because I have super thin and short eyelashes.

  • Ooooo! This looks like good stuff! Must acquire a tube.

  • chubskulit

    What a big difference, I love that! My eyelashes are too short and I always want this kind of look!

  • The Perfect Storm

    I’ve never heard of this mascara before. It looks like something I really need to try though. I like the name 😉

    • I love the name, be sure to purchase from QVC to get a really good deal.

  • I love mascaras and I love that this one adds a lot of volume. I want to try this.

  • Justina

    I’ve been so curious about this!

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  • I love the Hello Lashes but this looks great too, I plan on picking it up.

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  • WOW! I need this!!! I love that stretched out looks – my lashes could really use that!

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  • adriana nudo

    This mascara looks AWESOME!!!! I need to try this! Thank you for sharing!