Could it be? Do I really have a non-drugstore mascara as a favorite? Yes friends, yes I do! If you’ve been reading long enough you know I primarily stick to drugstore mascaras. Not only are they better price-wise, but I actually find that for the most part they kick luxury mascara butt. However, the IT Cosmetics Superhero Mascara is giving the drugstore mascaras a run for their money.
The IT Cosmetics Superhero Mascara claims to be a lengthening, conditioning and volumizing mascara. According to IT Cosmetics, it contains peptides and proteins that act as anti-aging agents. A full size mascara runs at $24 at Ulta or Sephora.
Why I Love IT
+ I find that most mascaras are either lenghthening OR volumizing, not both. However, this mascara somehow delivers on both of these claims. One coat is enough to lenghten and volumize. I’m not sure if it’s the formula or the brush, but I get the most volume on the base of my lashes and separation and length at the tips. This is the perfect combo.
+ Although one coat is generally enough for me, you can build this up like nobody’s business. If you don’t like using falsies, but like the look, a few coats of this mascara should do the trick.
+ This mascara does not flake or transfer (which is the problem I have with a lot of higher end volumizing mascaras).
+ Although it’s not waterproof, it’s a bit more long lasting that regular mascaras.
+ I like it just as much (if not more) as my holy grail Jordana Extreme Lash Mascara (never thought I’d actually type out these words).
What I Don’t Like
+ The same problem I have with all non-drugstore mascaras – price. Unlike other products, I go through mascara’s fairly quickly. Further, the shelf life of mascara isn’t very long. Most places say you should toss mascara tubes after 3-6 months. That isn’t a very long time for something that is $24.
I wish I didn’t, but I love this mascara – I haven’t used anything else since I opened this tube. I love it as much as my Jordana Mascara and that’s unfortunate because this one is about 6 times the price. That being said, I’ll probably wait for a sale to repurchase considering the price. On the bright side, IT Cosmetics is often on QVC and sold at Ulta AND Sephora, so I know I can get it for 20% off if I wait for the right time.
Side Note: Don’t judge this mascara upon first application. When I first opened the tube I was extremely disappointed. The formula was very thin and I did not get any volume. However, all it needed was a little air. Once the formula dried a bit from opening the tube it was spot on.