Product Spotlight: IT Cosmetics Superhero Elastic Stretch Volumizing Mascara

Caitlin S. Miller
it superhero mascara Product Spotlight: IT Cosmetics Superhero Elastic Stretch Volumizing Mascara

Photo: IT Cosmetics

There are few things in the beauty world I love more than great eye makeup. In fact, I’m known around the office as the resident “eye girl” because my love of all things eyes runs so deep. From eyeliner to eyeshadow, if it goes on or around your eyes, I’m all about it. Naturally mascara is like my lifeline. If I’m having a bad day, nothing cheers me up more than a swipe of mascara—and a bite of chocolate, but that’s a different story. So when I found a mascara that not only became my favorite mascara, but my favorite eye tool in general, I was floored. But that’s exactly what I found with IT Cosmetics Superhero Elastic Stretch Volumizing Mascara ($24,

Upon first glance, this seems like your run-of-the-mill mascara. Black tube, feathered wand, the works. But just apply one layer on your lashes, and you’ll know that simply isn’t the case. Infused with Elastic Stretch Technology—a fancy technology that wraps each individual lash with a coat of lengthening, fattening, and blackening mascara—this formula literally gives the appearance of false lashes. (I believe my actual words after seeing myself with just one coat of mascara was, “Wow.”) Plus with collagen, biotin, and other powerhouse proteins and peptides, the mascara actually strengthens lashes over time as well. Superhero indeed.

With all that lash lengthening goodness packed inside, you might assume IT’s formula is a one coat and done situation, but the Superhero Mascara is surprisingly pliable and buildable, so you can achieve just the desired amount of volume you crave. Lashes aren’t cakey, hard, and don’t even think about clumps. They’re simply just not there.

To say this is a game changer would be an understatement. IT’s new mascara might in fact be a superhero, but it turns out it’s also my own personal Kryptonite.

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