You know that feeling when you buy a new mascara because the ad showed lashes hitting the eyebrows, but you get home and it’s just... clumpy? Yeah. We've all been there. It’s frustrating because mascara is the one product that's supposed to wake up your entire face in thirty seconds. Most formulas are either too heavy, which pulls the curl down, or too thin, which does basically nothing for volume. This brings us to the IT Cosmetics Superhero Elastic Stretch Volumizing Mascara.
It’s been around for a while now, but it still maintains a sort of cult-like status in the beauty community. Why? Because it doesn’t act like a traditional wax-based mascara. It feels more like a liquid extension. Honestly, if you have short, sparse lashes that refuse to hold a curl, this specific formula was designed with you in mind. It uses something the brand calls "Elastic Stretch Technology." While that sounds like a marketing buzzword—and let’s be real, most beauty terms are—there is some actual science behind how this stuff wraps around the hair shaft without snapping it.
The Science of Elastic Stretch Volumizing Mascara
Most mascaras rely on heavy carnauba wax or beeswax to build bulk. It works, but it’s stiff. If you touch your lashes midday and they feel like crunchy spider legs, that’s the wax. IT Cosmetics Superhero Elastic Stretch Volumizing Mascara takes a different approach by incorporating polymers and collagen.
Think of it like spandex for your eyelashes.
When you swipe the wand from the root to the tip, the formula stretches. It doesn't just sit on top; it coats the lash in a flexible film that expands. This is why you don’t see as much flaking with this product compared to drugstore waterproof versions. It moves with your eyes. We blink roughly 15,000 to 20,000 times a day. If your mascara is brittle, every one of those blinks is a chance for a tiny black flake to fall into your eye or onto your concealer. By using a stretchable polymer, the Superhero formula stays intact longer.
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Jamie Kern Lima, the founder of IT Cosmetics, started the brand because she struggled with rosacea and sparse brows/lashes. She worked with plastic surgeons and dermatologists to ensure the ingredients weren't just "paint." That’s why you’ll find biotin, proteins, and peptides in the tube. It's basically skincare disguised as makeup.
Why the Brush Shape Matters More Than You Think
People obsess over the formula, but the wand is 50% of the battle. The Superhero brush is a proprietary "Power Brush." It’s a standard fiber brush—not those plastic pokey ones—but the bristles are cut at varying lengths.
This is crucial.
If all the bristles are the same length, they only coat the lashes that are already long. The shorter "baby" lashes get missed. The Superhero brush is designed to grab those tiny hairs in the inner corner that usually escape the wand. By coating every single hair, even the invisible ones, the entire lash line looks denser. It creates a "tightline" effect without you actually having to shove a pencil into your waterline.
Is It Actually Volumizing or Just Long?
There is a massive difference between length and volume. Length is vertical; volume is horizontal. Most people want both, but few mascaras deliver both without looking like a mess.
With IT Cosmetics Superhero Elastic Stretch Volumizing Mascara, the "volumizing" part comes from the pigment load. It is an incredibly "inky" black. Some mascaras look charcoal or soft black once they dry down, but this stays deep. This depth of color creates the illusion of thickness at the base of the lash.
However, there is a learning curve.
Because the formula is so pigmented and "stretchy," it can be wet. If you apply three coats immediately without letting the first one set for a few seconds, you might end up with the dreaded "uni-lash." The trick is to wiggle at the base, pull through, and wait. Just ten seconds. Then go back in. This allows the polymers to grip the first layer, building that 3D structure.
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Ingredients That Do the Heavy Lifting
- Biotin: Often called Vitamin H, it’s essential for hair health. While a mascara won't make your lashes grow like a prescription serum, keeping them conditioned prevents premature breakage.
- Collagen: This provides the structural "oomph." It helps the lash look thicker from the inside out.
- Peptides: These help strengthen the hair cuticle.
- Super-Black Pigment: This isn't just a fancy name; the carbon black load is higher than standard formulas, which is why it covers light-colored lash tips so effectively.
Common Misconceptions About Superhero Mascara
One thing people get wrong is thinking this is a waterproof mascara. It isn't. It is "water-resistant." This is an important distinction. If you jump into a pool, it’s going to move. But if you’re caught in a light drizzle or you’re a bit sweaty at the gym? You’re fine.
The benefit of it not being fully waterproof is that it doesn't require industrial-strength oil to remove. You won't be scrubbing your eyes raw at 11 PM. A good micellar water or a cleansing balm takes it right off.
Another myth is that it’s only for people with "bad" lashes. Actually, if you already have long lashes, this mascara can almost look like falsies. It’s a very dramatic look. If you prefer the "no-makeup makeup" vibe, this might be too much for you. This is a "look at me" mascara.
Comparisons: Superhero vs. The Competition
When you look at other heavy hitters like Too Faced Better Than Sex or Benefit’s They’re Real!, the Superhero mascara sits right in the middle.
Better Than Sex is very dry and flicky—it gives massive volume but can flake. They’re Real! is great for separation because of the plastic wand, but it lacks the "beefiness" some people want. IT Cosmetics Superhero Elastic Stretch Volumizing Mascara fills the gap. It gives the volume of a dry mascara with the length and "stretch" of a wet one.
How to Get the Best Results (The Expert Method)
I've talked to plenty of makeup artists who keep this in their kit, and they almost all use the same technique. Don't just swipe it on like you're painting a fence.
- The Root Wiggle: Place the wand as deep into the lash line as possible. Wiggle it back and forth. This deposits the most product at the base, which supports the weight of the rest of the lash.
- The Roll: As you pull the wand up, roll the brush. This ensures every side of the lash is coated.
- The Vertical Flip: For the bottom lashes, turn the wand vertically. Use the tip of the brush to "paint" the bottom hairs. Since the formula is so pigmented, you only need a tiny bit here.
- Avoid the Pump: Never pump the wand in and out of the tube. That just shoves air inside, drying out those expensive polymers and making the "elastic" part of the formula turn into "clump" city.
Is It Worth the Price Tag?
Let’s talk money. It’s more expensive than a tube of Great Lash. Obviously. But if you’re someone who spends twenty minutes trying to glue on individual falsies, the $28-ish price point is a bargain for the time you save.
The shelf life is standard—about three months. Because it’s a wetter formula, it doesn't dry out in the tube as fast as some luxury brands. You actually get to use the whole bottle before it gets funky.
Real-World Performance
In a clinical study conducted by the brand, 96% of participants said their lashes looked more voluminous. Now, brand-led studies are always biased, but the sheer volume of 5-star reviews on Sephora and Ulta tends to back this up. Users frequently mention that it makes their "stubby" lashes visible for the first time.
The only real downside? If you have very oily eyelids and don't powder them, you might see some transfer on your brow bone by 4 PM. The "elastic" nature of the formula means it stays slightly flexible, and oil is the natural enemy of flexibility. A quick dusting of translucent powder on your lids usually solves this.
Actionable Steps for Your Lash Routine
If you’re ready to try the IT Cosmetics Superhero Elastic Stretch Volumizing Mascara, or if you have a tube sitting in your drawer that you haven't mastered yet, do this tomorrow morning:
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- Start with a clean slate. Make sure there’s no leftover oil or makeup from the night before.
- Curl your lashes first. Use a high-quality curler (like Shiseido or Kevyn Aucoin) and hold for 10 seconds. This mascara is great at holding a curl, but it won't "create" one if your lashes point straight down.
- Wipe the tip of the wand. The very end of the brush usually has a glob of product. Wipe it on the rim of the tube before applying to avoid a mess on your inner corners.
- Layer while damp, not dry. Apply your second coat about 15 seconds after the first. If you wait until the first coat is completely "crunchy," the second layer won't glide; it will just clump.
- Store it properly. Keep the cap tight and store it in a cool, dry place. The bathroom is actually the worst place for makeup because of the humidity from the shower, which can break down the preservatives and polymers faster.
Basically, if you want lashes that look like they’ve been through a professional lift and tint, this is the product. It’s about more than just "making them blacker." It’s about using that elastic technology to physically change the silhouette of your eye.