What Is Superhero Mascera?

By HighYa Research Team
Published on: Dec 16, 2016

Superhero Mascara from IT Cosmetics claims that it can transform your lashes, giving a 500% increase in volume thanks to a patented formula that delivers super length, super volume, and super elastic stretch—all in just one coat.

How does it work? Superhero Mascara is described as “super black” in color and claims to be made in Italy with the richest black pigments.

As you apply Superhero Mascara, the proprietary elastic formula “stretches” each lash, giving each maximum volume and length. The formula’s super powers are enhanced by Superhero Mascara’s Lash-Changing Power Brush, which is comprised of bristles that are all different lengths, so no lash is left behind.

The Superhero Power Brush claims to wrap each lash from root to tip, treating your lashes to a bunch of benefits, including:

  • Elastic stretch technology
  • Volumizing collagen
  • Proteins and peptides
  • Lash-lifting polymers
  • Hydrolyzed keratin
  • Biotin

The results? Superhero Mascara claims that users will experience the longest, most volumized, and thickest lashes of any mascara. Their promise is that you’ll see five-times more volume after just one coat, and fourteen-times more volume after two coats of Superhero Mascara.

Superhero Mascara’s claims are backed by clinical studies, in which 96% of participants reported that their lashes:

  • Appeared stretched
  • Had dramatically more volume and length
  • Appeared plumper

Additionally, Superhero Mascara claims that 100% of participants said that they had a fuller lash line.

Who’s Behind Superhero Mascara?

Superhero Mascara is made by IT Cosmetics, the same beauty brand that offers Bye Bye Foundation. IT Cosmetics was founded by Jamie Kern Lima, who says that her inspiration to create a beauty brand came after years of struggling in the makeup chair during her early career as a news anchor.

IT Cosmetics promises their customers clinically-proven, skin-loving solutions that don’t sacrifice performance. Additionally, no IT Cosmetics products are tested on animals.

How To Use Superhero Mascara

According to the product’s packaging, there’s a slight trick to getting the most out of your Superhero Mascara. Instead of just swiping, place the brush at the base of your lash line and wiggle slightly as you sweep upwards.

Doing so allows the brush to distribute product along your lash line, creating the appearance of fullness similar to what you’d see after tightlining with eyeliner. (When liner, usually gel or kohl, is applied to the inner rim of the eye.) Note that this method of wiggling while you swipe isn’t distinctive to Superhero mascara—you can do so with any brand.

Additional Information About Superhero Mascara

As we mentioned above, all IT Cosmetics products are cruelty-free. However, Superhero mascara is not considered “vegan” in that animal byproducts were used in the making of this mascara.

Superhero Mascara is only available in their “super-black” shade, which we’re told is made from the blackest pigments from Italy. (We were unable to confirm or deny that the “blackest” pigments are from Italy, but more on mascara ingredients coming up.)

Finally, Superhero Mascara is not waterproof. For those who need a waterproof mascara, IT Cosmetics suggests using their Tightline® Waterproof Full Lash Length Black Mascara Primer first, or layering a waterproof mascara on top of Superhero Mascara, for a look that doesn’t break down when we.

Superhero Mascara Pricing & Refund Policy

Each tube of Superhero Mascara is 9 ml. and costs $24. There are several options for shipping:

  • Standard ground shipping is free.
  • Alaska, Hawaii, and Puerto Rico do not qualify for free ground shipping offer. Standard $5.95 shipping charge applies.
  • Second-day shipping is an additional $17.95.
  • Next-day shipping is an additional $29.95.

If you purchase the product on IT Cosmetics’ official website, you’ll also receive a complimentary tote bag and three additional product samples.

IT Cosmetics will accept returns up to 30 days from your purchase date for any reason. Shipping fees are not refunded. To return your Superhero Mascara, send the product and a copy of your purchase receipt to:

It Cosmetics - Returns

924 Bergen Ave

PMB 173

Jersey City, NJ 07306

Refunds will be processed within 30 days of the items return.

Understanding Mascara Ingredients

According to Wikipedia and How Products Are Made, all mascara formulas contain the same basic elements: pigmentation, oils, and waxes.

The pigment used in black mascara is carbon black. This is instead of soot, ash, tar, or coal derivatives, which are prohibited by the FDA. Again, we were unable to confirm or deny IT Cosmetics’ claim that the blackest pigment comes from any specific region, as our research shows that mascara pigment is made in a lab.

According to How Products Are Made, there is more variety in which oils are used in mascara than there is in pigments. The oils listed in Superhero Mascara’s ingredients include hydrogenated olive oil, Olea Europaea fruit oil (another olive oil), Persea gratissima oil (avocado oil), and Simmondsia Chinensis Seed oil (jojoba oil)..

The Superhero Mascara formula also includes carnauba wax (from palm oil) and rice bran wax.

As advertised, the formula also includes collagen and keratin, we’re assuming to help lashes appear more plump and voluminous. Finally, the formula includes methyl propanediol, which acts as a stiffener and may be an ingredient that assists in the products claimed ability to “stretch” out your lashes to new lengths.

What Are Customers Saying About Superhero Mascara?

On the product’s official page, Superhero Mascara receives an average of 4.1/ 5 stars from 85 reviews.

The most common positive remarks include:

  • Lashes look longer and more full than any other mascara.
  • The product doesn’t flake throughout the day.

The most common complaints include:

  • The formula is clumpy, resulting in an unnatural look.
  • It takes a long time to dry and can easily smear.
  • The packaging leaks mascara and causes the product to dry out.

While customer reviews on IT Cosmetics’ website were overwhelmingly complimentary, less than 50% of the reviewers at Makeup Alley state that they would repurchase Superhero Mascara.

The most common complaint over at Makeup Alley centered on Superhero Mascara’s formula, with multiple reviews calling it clumpy, gooey, and goopy to the extent that lashes were difficult to separate and ended up looking “like Tammy Faye.”

Before 7 AfterImage via Musings of a Muse

Another beauty blogger at Musings of a Muse stated that she would purchase Superhero Mascara again, but had mixed opinions on the product:

“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!”

Can Superhero Mascara Give You Super Lashes?

Even reviewers who didn’t love the resulting look from Superhero Mascara did admit that it created a dramatic look. However, there were a few common complaints, such as a goopy formula and poorly designed packaging, that lead us to believe this product isn’t for everyone.

In our opinion, Superhero Mascara is best for you if:

  • You like big, dramatic lashes.
  • You don’t mind taking the time to comb out your lashes in between coats of mascara.
  • You’re comfortable applying a formula that can get messy.
  • You don’t need to use the wand horizontally for tiny outer lashes, as it could cause the formula to smear.
  • You have the time to wait for the formula to dry.

Superhero Mascara probably isn’t a great fit for you if:

  • You need a waterproof formula.
  • You don’t have time to fuss with combing out your lashes in between coats.
  • You need a mascara that you can throw in your purse for additional applications. (Multiple users commented that it leaked all over the inside of their bag.)
  • You like a more natural look, or prefer a mascara that’s just swipe-and-go.

Bottom line? Most mascara wearers can be split into two camps: The kind that doesn’t mind lovingly separating lashes in front of the mirror to get a perfect, dramatic flair, and those who just want to enhance what they have with little fuss.

If you’re in the first group, Superhero Mascara might just be the inky-black formula you’ve always dreamed of!

One bit of recommendation before you buy? If you’re willing to sacrifice that free tote and samples, we’d recommend picking up your tube of Superhero Mascara at a local Ulta. That way, if you don’t like the formula, you can return it right away instead of sending off your product and waiting for 30 days.

What if you’re in the second camp, and prefer a swipe-and-go formula? In my opinion, the easiest-peasiest mascara for those who enjoy a no-fuss application is Neutrogena’s Healthy Volume Mascara, which is about $9 at your local drug store.

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