IT Cosmetics Super Hero Stretch Volume Mascara - 0.3 fl oz - Ulta Beauty: Curling, Lengthening, Volumizing, Eyes
$28.00
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Highly rated
$1.99 - $9.99
$5 Target GiftCard with $30 beauty products purchase
4.6 out of 5 stars with 13517 ratings
$14.00
$5 Target GiftCard with $30 beauty products purchase
4.4 out of 5 stars with 1289 ratings
Trending Mascara
$11.99
$5 Target GiftCard with $30 beauty products purchase
4.3 out of 5 stars with 7183 ratings
$9.99
$5 Target GiftCard with $30 beauty products purchase
3.9 out of 5 stars with 5141 ratings
$12.99
$5 Target GiftCard with $30 beauty products purchase
4.4 out of 5 stars with 1791 ratings
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Guests are saying
This mascara has garnered a strong following for its ability to lengthen, darken, and separate lashes beautifully, making them look fuller and more defined. Many guests appreciate its smooth application and the fact that it doesn't clump, allowing for buildable coverage. While some have noted that it can dry out quicker than expected, the overall performance and ease of removal with soap and water make it a favorite among users.
Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
4.2 out of 5 stars with 9770 reviews
64% would recommend
14 recommendations
5 out of 5 stars
27 March, 2026
originally posted on itcosmetics.com
Good
Yery nice I'd buy again. Stays nice all day,easy to wash off.
4 out of 5 stars
27 March, 2026
originally posted on itcosmetics.com
Superhero mascara
I like this mascara , I miss the other mascara though “love my lashes “
5 out of 5 stars
24 March, 2026
originally posted on itcosmetics.com
The best
Excellent product no others compare it is a must have
5 out of 5 stars
23 March, 2026
originally posted on itcosmetics.com
Best mascara ever !!!! I love it
Can't live without it !! So many compliments!! Try it you will love it
1 out of 5 stars
22 March, 2026
originally posted on http://www.ulta.com

100% SMUDGES
It smudges after a couple of hours! For the price, it isn't worth it.
3 out of 5 stars
17 March, 2026
originally posted on http://www.ulta.com

It looks great but flakes off
It went on smoothly and I loved the look. Unfortunately, it starts to flake off in chunks
5 out of 5 stars
16 March, 2026
originally posted on itcosmetics.com
Mascara
i love the way ur eyelashes look with this amazing mascara
4 out of 5 stars
7 March, 2026
originally posted on itcosmetics.com
Add a lot of length & volume
[This review was collected as part of a promotion.] This is my fave mascara of many years, adds a lot of length but the formula seems to get a little more crumbly recently
5 out of 5 stars
5 March, 2026
originally posted on itcosmetics.com
The best on the market
[This review was collected as part of a promotion.] Been using this for years and so have my daughters . Long lasting, extends lashes so beautifully. I get so many compliments
5 out of 5 stars
5 March, 2026
originally posted on itcosmetics.com
Superhero Mascara
Have used this masaras so many years and love it. Occasionally tried other brands, but always come back to It Superhero.
5 out of 5 stars
4 March, 2026
originally posted on itcosmetics.com
[This review was collected as part of a promotion.]
4 out of 5 stars
2 March, 2026
originally posted on http://www.ulta.com

Great coverage for thin lashes
I love how well and how easily this mascara covers my thin light colored lashes. It has great staying power as well. I wish it had not gone up so much in price. There is some thickness near the end of the tube that make it harder to use at that point.
5 out of 5 stars
2 March, 2026
originally posted on itcosmetics.com
Favorite
[This review was collected as part of a promotion.] This is my favorite mascara. I love it. Stays in place but easy to remove.
4 out of 5 stars
1 March, 2026
originally posted on itcosmetics.com
Love it!
[This review was collected as part of a promotion.] Best mascara-hands down. Sleek and smooth. Definitely recommend!
5 out of 5 stars
22 February, 2026
originally posted on http://www.ulta.com

I would buy this again
Love love love
5 out of 5 stars
21 February, 2026
originally posted on itcosmetics.com
Best mascara EVER!!!
Literally the best mascara ever! Makes your lashes look so long!
2 out of 5 stars
9 February, 2026
originally posted on http://www.ulta.com

Not worth it
One day and dinevwith this one. It webt on a bit clumpy. Had it on less rhan a day and it was smudging and flaking off in my eye. Sownt a lot of money but i threw or awsy after one day of use.
5 out of 5 stars
8 February, 2026
originally posted on itcosmetics.com
The best mascara out there!!!
This is my only mascara I use , I have tried others brands when they are on sale but I get disappointed, why do I buy others when this is the only one that works. Thank you IT
2 out of 5 stars
7 February, 2026
originally posted on http://www.ulta.com

Not what it used to be
This used to be the BEST mascara. It gave my lashes so much volume and length. I would get compliments all the time when I wore it. BUT the formula has clearly changed. I gave it multiple chances (bought 2 different tubes) and it just not the same formula. I don't recommend it at all anymore. Barely any product applies to your lashes and it flakes everywhere. IT cosmetics, please bring back the old formula.
4 out of 5 stars
5 February, 2026
originally posted on itcosmetics.com
Long lashes
[This review was collected as part of a promotion.] I love this mascara! It's the only one I use for long lashes.