It Cosmetics Hello Lashes 5-in-1 Volumizing Mascara Review

Bless be! I think I discovered my HG Mascara! It Cosmetics Hello Lashes 5-in-1 Volumizing Mascara dashed across my dash about two weeks ago and every after that faithful day its remained a daily staple. I don’t typically commit to mascaras easily but this is truly a brilliant one.

You must try it!

It Cosmetics Hello Lashes 5-in-1 Volumizing Mascara is well on its way to becoming my HG (holy grail mascara) of choice but I’m so saddened it appears I may be the only one that feels that way. I read through a ton of reviews on QVC’s site but not many people got along as nicely with this as I did.

Supposedly, they market this as a lash primer, lash-enhancing serum, tint, and lash comb/curler all in one. It gives me thick, curly, full, longer lashes in a single swipe with a really great blacker than black pigment. The black shade is heavily pigmented so not only will you get drama from the mascara formula itself but also the color provides a bold, beautiful finish to lashes.

This is a straight line applicator with tiny spikes which grab onto lashes pulling them upward and out for a longer, fuller look with plenty of curl. The end of the brush has a smaller “lash ball” for detailing that’s designed to reach inner and outer corner lashes easily (or bottom lashes). I had no issues with flaking, fading, or smudging however, this does have a longer dry down period…sounds weird but you’ll want to not blink too much as it dries down to avoid mascara getting on your lower eye area.

It provides me with great length so if you wear glasses this might not be the mascara for you as it def pulls them upwards and out tripling the size of your lashes in a swipe or two. Unlike many mascaras it actually provides both length and volume so my lashes appear fuller and fatter. This is interesting due to the unusually skinny applicator as one wouldn’t expect such great volume from an applicator like this. But it delivers so who am I to complain?

After application my lashes aren’t left stiff or crunchy. It’s surprisingly lightweight! The conditioning portion of the formula includes peptides, collagen, proteins, jojoba, green tea, acai, and a heaping helping of vitamins A, C, E, and B5. It also contains a lash enhancing serum…I’m unsure if this is working as of yet as I’ve been using it only two weeks.

Overall, I’d say this mascara is a keeper. I liked it very much and can easily see it becoming a staple in my daily looks. Any face photos I did over the last two weeks would include this mascara and I noticed two or three people that asked me in the comments if I was doing anything different with my mascara. Yup, that would be this I was using.

Loves it.

Def worth checking out.

I’m Muse Approving it.

It Cosmetics did a super job with this one.

Tried it?

Do share!

Available at


This review contains a sample
product sent for consideration by PR.
Read my full disclosure statement here.

  • 12/3/12 19:02 Tammie:

    Gah I wish there was a brick & mortar shop at carried IT Cosmetics >.<


  • 12/3/12 20:05 theRothstanator:

    This looks amazing! Wish I could get it at a store :/


  • 12/3/12 20:23 Diane:

    This has been a hg mascara for me form months! I love it on top of tartes multipleye lash primer- makes my lashes crazy long!!


  • 12/3/12 21:00 Melissa:

    Thanks for the review and the good closeups! I think I might order this from it I am using buxom amplified right now but this one looks like it might be a little more matte which i like. I also like that it shouldn’t leave me crunchy.


    • 12/4/12 16:21 the Muse:

      melissa if you try lmk what you think!


  • 12/3/12 21:14 Rachel:

    If only it wasn’t so expensive! That’s amazing!


  • 12/3/12 21:22 Cindy:

    Wow, that tiny little brush did all that?!


  • 12/3/12 22:02 Leigh:

    Looks good on you Muse! Personally my HG Mascara has always been Kevyn Aucoin. Expensive? Yes. All day wear without a single smudge, flake, or clump in sight and easy removal? Also a yes. Though I have begun experimenting with some… interesting results. :)


    • 12/4/12 16:19 the Muse:

      leigh you got me curious perhaps the next purchase for me!


      • 12/4/12 19:17 Leigh:

        YES! It’s not necessarily the best for drama, but for an everyday mascara it’s great for me because I’m not really an over-the-top kind of girl. This mascara is meant to be taken off by lightly rubbing the eyelashes between your fingers or with a makeup remover on a cotton ball and it won’t flake during the day unless there’s a lot of friction. I have been experimenting with Benefit’s “They’re Real” and a UD mascara, but I think I might still prefer Kevyn for everyday. It’s called “the Curling Mascara” and it does seem to hold a curl well. My eyelashes were still curled at the end of the day last year after a day of silver casting. And Casting Torches reach a few thousand degrees!


        • 12/4/12 19:18 Leigh:

          Oops, forgot the smile. :)


        • 12/10/12 16:09 the Muse:

          hey leigh thanks to your suggestion I picked it up! I’ll be trying it soon I hope I like it as much as you ;D thanks for the rec!


  • 12/4/12 0:36 Eibhilin:

    Aww, that looks lovely! The price point makes me sad (I have a max of $14 I’ll allow myself spend on mascara) but that looks like it could be worth it. At least it’s not too much more? XD


  • 12/4/12 0:54 Miss_Silk:

    DANG, I like seeing photos of before and after looks and I slowly went down to see the second photo…my jaw just dropped LOL


    • 12/4/12 16:19 the Muse:

      that’s a good or bad thing!?


  • 12/4/12 1:20 Tiffany Martin:

    Of course you’d like this mascara, Muse, it’s the BB Cream of mascaras (;


    • 12/4/12 10:55 the Muse:

      you use it tiffany? :)


      • 12/4/12 12:16 Tiffany Martin:

        No, but 5-in-1 sounds appealing.


        • 12/4/12 16:17 the Muse:

          darn did so want to discussings with you ;D


          • 12/7/12 22:59 Tiffany Martin:

            Thesads >: We’ll get to talk shop, we have a lot in common ^_^ Glorious Asian products is my bet.

  • 12/4/12 8:55 JenJ:

    It’s on the list to try. I said for 2013 I wasn’t going to hoard a lot of mascaras *sigh* 😀


    • 12/4/12 9:27 the Muse:

      ;-D we all have our vices!


  • 12/4/12 14:59 Majick:

    I got the duo from the Q. I really like this one although getting used to the ball on the end was tricky. I usually use it to push my lashes up after I get the basic coat of mascara on. Then I take it to the outer lashes to make them just a touch longer.

    I did find that this formula dries out a bit quicker than my other mascaras but since I never change my mascaras as often as I should this may be a good thing. LOL

    I definitely reccommend this one if you haven’t tried it.


  • 12/4/12 15:13 Alex:

    I really like the look of the brush but I don’t think I’ll purchase this. Mascara is the one thing I am extremely cheap about. I throw it away so soon I’d prefer all companies sold them in travel size the way Urban Decay does.

    Generally though, I am not picky because I suppose I’m rather lucky. My lashes are long, dark and thick and the only help I really need with them is curling- even then if I use an eyelash curler and skip mascara the curl will stay anyway. But if I could just buy that brush I totally would haha.


  • 12/6/12 3:37 Nancy:

    I LOVE this mascara, but most of the time I use two coats. Also, I am surprised that “the muse” voiced concerns about not blinking much while waiting for it to dry…. REALLY? My heavens, for years, I have used my blow dryer with the “cool shot” ON, to dry my mascara!!! Unless I am doing my hair (styling with Instyler,) and have time for it to dry on its own as I work with my hair between coats, I always use the hair dryer! I also use Q-tips moistened with water as “erasers,” if any mascara is on my lids above or below. I have a routine, maybe it’s becuz of age? In a hurry, try your hair dryer – but you do need one with “cool shot!”


    • 12/7/12 13:34 the Muse:

      lol nancy wow that I never did! ;-D I don’t dry my hair in the AM prob why I never considered it!


  • 12/16/12 15:27 BooBooNinja:

    This looks AWESOME on your lashes!
    *wishing that It Cosmetics would come to Canada*


  • 1/21/13 9:21 Deborah:

    I totally love this mascara and wish it was available in stores. I’ve used practically every cheap-to-mid priced brand of mascara there is, and after determining that price point is definitely not a decider of quality in mascara at least, I finally decided I just hated all mascara period, even though my lashes leave something to be desired au natural. Then I found THIS mascara, and my opinion changed.

    I always watch IT’s presentations on QVC and I am interested in some of their other products, but this is the only one I have tried.


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