March 2, 2016

It Cosmetics Superhero Elastic Stretch Volumizing Mascara Review

This was provided to me by a brand for review and I receive a small commission if you shop using the links in this post but all opinions are my own.

It Cosmetics Superhero Elastic Stretch Volumizing Mascara

It Cosmetics Superhero Elastic Stretch Volumizing Mascara is a brand new mascara that the brand recently launched which promises to voluminize, lengthen, and lift lashes.

I’m sure at this point you’ve read a host of reviews on Superhero Mascara. I personally don’t take a lot of time to test mascaras before reviewing. I have drier eyes so I rarely have issues with smearing or smudging. Most mascaras I test for three days before I share my thoughts but Superhero required over a month of testing because the formula proved rather complex and irritating to use.

It Cosmetics Superhero Elastic Stretch Volumizing Mascara is a product I love to hate. On one hand I love it and on the other I hate it.

This has a long cone shaped applicator which does a fairly good job grasping all my lashes during application. It isn’t a huge applicator which was a plus as too many brands nowadays rely on these crazy club-like applicators. This is a simple enough applicator that does a good job grasping lashes and pulling them up and outward.

My main problem is with the formula. This is really a thick, gooey, goopey formula that gets everywhere during application. My first few tests with the mascara were such a hot mess. My lashes all clumped up together, I ended up with mascara on my upper lid, and I even ended up with some on my lower lash line. What a mess! There is a learning curve here and even after a month of use I’m still struggling with application as some days this looks fantastic and other days it looks like a big clumpy wet mess of mascara.

It Cosmetics Superhero

I’ve learned that the best way to apply is to first curl your lashes. After your lashes are curled up you want to start applying the mascara at the tips of your lashes first and after that you can wriggle it under your lash line and stroke it upwards. This technique seems to hold the clumps at bay or at least it does SOMETIMES. It really depends as I find that nothing is sure proof with this formula. I will give it props for having a blacker than black formula that’s for sure.

It does wear well and the reviews I’ve been reading that say it flakes up as the day progresses wasn’t an issue I personally experienced. It does tend to smear and smudge during the initial application so you wanna try not to blink after that first application. If I can get through that first minute I’m good as I don’t have problems with smudging through the day but again, I have drier eyes. That being said I think if you have oily eye lids or sparse lashes this formula will be a heck of a mess.

It Cosmetics Superhero before and after

I do love how full and long my lashes look with this but that’s only when the mascara isn’t being temperamental as when things go wrong, well they go very wrong and I end up with clumpy, gooey stuck together lashes or spidery ones!

I’m probably a glutton for punishment as I would likely purchase It Cosmetics Superhero Elastic Stretch Volumizing Mascara in the future. But be warned, this one is a messy mascara that yields good results sometimes but can spontaneously break out into a big old mess randomly!

It Cosmetics Superhero Elastic Stretch Volumizing Mascara is available now at or

Tried it?

Do share!

This was provided to me by a brand for review and I receive a small commission if you shop using the links in this post but all opinions are my own.

About the Muse

Isabella MuseIsabella is just an average everyday geeky girl who doesn’t blend her eyeshadow correctly, wears too much blush, and hopes she never finds her holy grail products because she likes the thrill of the chase so much. Her mission is to bring you super honest reviews on makeup, skincare, fragrance and all things beauty. She’s in no way an expert on the topic and she sure as hell isn’t a super model. But she’s passionate about makeup and is seeking like-minded individuals that like pina coladas, getting caught in the rain, and ones that enjoy spending hundreds of dollars at Sephora without feeling buyer’s remorse. If you’re that person feel free to reach out and leave a comment or follow me on Facebook, Instagram, Twitter, and Bloglovin‘.

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  • Vanessa

    I bought this mascara about a week ago and I totally agree with you! I find it really wet and it has even gotten on my shirt from just taking the wand out of the bottle. For the price and hype around it I really don’t think it’s worth it!

    • Isabella Muse

      goopeeey! It’s really a mess! I must like being punished though as I keep reaching for it daily lol! when it works it works really well but when it doesn’t, OH LAWD! mess!

  • Jan

    i have this and have been using is for a couple weeks now. i am still struggling with application and tend to reach for other mascaras if i don’t feel up for the challenge of this one. I have ordered some disposable mascara wands from sephora that i might try to declump with and see if that helps with the application. It does make my lashes look super long and great from a distance though. up close they look a bit messy at times.

  • Stef

    I love this mascara! I think it’s great- volumizing, lengthening and curling in just 2 swipes. I was using Marc Jacobs or Guerlain- but now I just keep reaching for this. To each his own, I guess! I do have decent eyelashes, but they are very thin and some go their own way, but this mascara seems to keep them all going in the same direction. I wipe the tip off of the wand before I use it, maybe that makes the difference.

  • LouAnne

    I tried this too and returned…. I do have allergies and every day I wore this I had huge smudges under my eyes by the afternoon… worst raccoon eyes I have had in a long time.

    • Isabella Muse

      thank god no issues with raccoon eyes but who knows Summer might make this smudge everywhere :-/

  • Jenny

    Weird!! I thought my tube was on the drier side! I get pretty amazing results but I do have to give a final comb through for clumps. But otherwise I haven’t had any issues! I’m sorry you got a runny tube!

    • Nicole

      I had the same experience Jenny! I can get the volume and I do have to curl my lashes first and then I feel like I have to hurry to put it on because my tubes both feel dry going on and my lashes begin to dry and the I have to get out the metal eyelash comb to get the seperated at the ends so they look more seperated or feathery.
      I am usually the first to love a lot of IT Cosmetic products, but this one is a bit of work to get everything I want out out of the mascara. I am just divided on how I feel about it and now some tubes are more fluid than other; did I get two bad ones?
      I’m not sure what to do with this one…?

  • Cheryl

    Wow. I love this stuff. I have not had any clumping issues and find that any clumpineds combs through with ease. I still like the Tarte Gifted a tiny bit better, but it doesn’t seem to last very long as there is not a lot of product in the tube. I am really enjoying this mascara for both length and volume and I like the wand SOOOO much better than the prior mascaras from It Cosmetics!

  • Robin

    One thing I found that helped was to apply a waterproof eyelash primer first. That seems to help with the flaking. The brush seems to come out of the tube with a lot of product on it. If you “wipe” off the brush on the tube or a tissue to take off some of the excess it helps it not be so gloppy or wet. The less on the brush the better the application

    • Isabella Muse

      Agreed! I wipe off excess as well! I find curling prior helps a lot!

  • Sheri Clements

    You described how I feel about the Better Than Sex Mascara. It is such a gloopy mess, I can’t tell if I like it. I have not had the patience to try it more than once. I am waiting on my delivery of the IT Superhero, I hope it is not as bad as the BTS mascara!

  • Linda

    I love this mascara. Especially over shiseido base. I haven’t had the problems you explain at all. My lashes are long but sparse and this really gave them volume.

  • Anna Marie Hirsch

    This is my 2nd purchase of this mascara. Through trial and error I learned to apply it.
    but with my 2nd purchase i had a problem with flaking. went for dinner last saturday
    and it started to flake it must have gotten in my right eye. next morning it felt like something was in my eye and eyelid was red and sore. I immediately made an appointment monday with my eye Dr. I am a type two diabetic and did not want to fool around with this. He said I had mucous and black debris in my eye of course it was from the flaking. Had to use antibiotics for
    five days plus warm massages 3 times a day for 3-5 minutes for 5 days. Bummer. As a result I will not be using this product anymore but it did enhance my lashes, too bad, besides it being costly.

  • Tammie

    Except for 2 additional issues I had, you just described what happened to me when I used their Hello Lashes mascara.

    Little background… my lashes are black, long, pretty full and have a great curl to them.

    Back to those issues. As I tried to apply that mascara it made my naturally curly lashes STRAIGHT as a board!! I couldn’t believe it. I don’t own a curler so I had to try to curl them with my fingers. It was either that or redo my makeup. Trust, if I had the time, I would have. Then to top it off, the next day, I used my regular mascara (Mayblline Great Lash, it’s the only one I’ve ever used) and I had the same problem. I don’t know what It’s mascara did to the texture of my lashes but it did something bad. Thankfully, after a few days my lashes are back to normal. As you can guess, I have no plans on trying the one you reviewed… LOL

    • Isabella Muse

      aw sorry to hear it Tammie! Eep! stick straight lashes are not fun 😀

      • Tammie

        Hi Isabella… guess what I got in one of my subs?? Yep, this superhero stuff, I couldn’t believe it. Have I been bold enough to give another one of IT’s mascara a try? Hell Naw, lol. It’s sitting in my drawer in its box hoping I can find a home for “it”. I’m telling you. There is something funky in their mascaras. I don’t want to have to curl my already curly lashes and put on some kind of eyelash primer in order to use a freaking mascara… Thanks for the review though…

        • Isabella Muse

          Hi Tammie sorry for the delayed reply! Ohh! I have the WORST love hate relationship with this formula! It’s gooey as hell and sticks my lashes together but if I wipe off some of it I can SOMETIMES get really great results. But all in all, it’s a hot mess lol!

  • Carolinakab

    Was so excited to try this mascara and I liked how it went on, however it did not last through my Zumba class, it is not sweatproofI’ll used it when I don’t teach Zumba classes.

  • Mary

    I’ve tried this mascara twice. Both times so much product comes out of the tube onto the wand, I thought the tubes were defective. Ulta said no. So I wipe and wipe over the opening to save some mascara.
    I see no reason to pay this much only to have to wipe off most of the the product onto a tissue prior to use. I do not like gloppy eyelashes!
    I’m going back to Mally regular volumizing.

    • Isabella Muse

      sorry to hear it Mary! I have the same issue with it! It’s a love/hate relationship for me as some ways I like what it does for my lashes but hate how goopey it is!

  • Mary Fowler

    This mascara was a holy grail after I got a small sample from ipsy. It literally made my lashes look perfect, imho. However, when I got the full sized tube in boxycharm, it extremely disappointed me. I experienced all the same issues you mentioned, plus my eye lashes fell out! ! Not all them, of course lol but a very noticeable gap on both sides, and much less full. The mascara was so thick, clumpy, and when it dried it dried like cement! No flexibility at all! So, over the course of a week, I had multiple little clumps of lashes fall out. I tossed it in the trash!
    And just to mention, I wash off my mascara/ makeup with coconut oil. It wipes right off with no issues, so know that is not the problem. Not to mention, that’s been my method for a decade, and I’ve never experienced this problem before I used this mascara. It’s certainly a bummer, I had been so excited after using the first tube.