IT Cosmetics Superhero Mascara Review

IT Cosmetics Superhero Mascara Review

A mascara that I’ve had on my hit list to try for a while is the IT Cosmetics Superhero Mascara, one of the very few beauty Youtubers I still watch has recommended this mascara before and I’ve found as a VERY fussy mascara consumer, what she tends to like I tend to like too, however IT cosmetics a brand I barely think about and it’s not one I’ve ever shopped in, but I was glad when I got a mini of this to try, and spoiler alert – I liked this so much I’ve already bought the full size.


The full price, full size mascara (9ml) runs in at £22 – so it’s up there in terms of cost – but falls below the costs for something like Lancome mascaras which run in at £23.50-27.50. It is worth noting actually, price per ml the mini size mascara (5ml) comes in better at £11 and is a generous sized mini compared to other brands.


Shape wise, this mascara is quite an interesting tube with ends tapering outwards in a high gloss black and shiny finish. For the price, it does have some interest more so than something like the Pat McGrath Fetisheyes Mascara does, but something about it doesn’t feel that exciting, I think the small lettering etc could be made more interesting.

Practicality wise, whilst it feels nice to hold in the few times I’ve popped this in my makeup bag, I don’t love that it kind of takes up space unnecessarily and products can’t lay flat against it.

It Cosmetics Superhero Mascara Wand Close Up

The Wand & Formula

The wand to look at, doesn’t excite me greatly, it is my favoured type of brush being bristled, but it’s a narrow brush, fairly spaced out bristles with a slightly tapered shape. In the past I’ve found mascaras like this to do very little, preferring an hourglass or a curved shape, however, the IT Cosmetics Superhero Mascara took me by surprise.

The formula is a good pure black with no ashiness, with a semi-thick texture that builds up length and volume well without going clumpy. My lashes are quite curled naturally and I very rarely use a lash curler as I find I can lift my lashes up with most mascara wands and this one is no exception with rolling the brush slightly on the last stroke it helps add curl definition.

Effect & Wear Time

I don’t mind a semi-clumpy mascara, but the brush and formula on this helps keep the lashes well defined and separated while still looking voluminous. I personally tend to only find I want to do 1-2 coats with this depending on my mood, but it can take a third coat if you want something super dramatic, however, a third coat does make the lashes start to stick together more.

It’s very rare at the moment that I wear makeup and want/need it to last 12+ hours, I usually put my makeup on to last me 5-6 hours, but something I realised recently was that I am going on holiday in February for a city break and I probably want to find the makeup in my collection that holds up best for mask-wearing and has the best longevity, so I’ve put this on a few times and left it all day. By the end of a long day the mascara effect has softened with a less voluminous appearance, however, I don’t find I have any dark panda marks where it’s smudged or flaked, it wears away pretty gracefully.

Ease of Removal

Most of the time I use a cleansing balm to remove my makeup and it breaks down with ease with that, and tested with Milk Micellar Gel too which doesn’t break down the product fantastically but if I’m being honest it’s not a product I love as I think it’s a bit rubbish… so I’m not passing too much judgment on the mascara as much as I am that.

Would I Rebuy?

I was impressed enough with the mini to rebuy a full size, but I found a sale on a full size with a brow pencil for £14.20 – so it felt like a steal of a deal, however at full price I think I could be convinced to go back to the Pat McGrath Fetish Eyes mascara which I prefer slightly more as it has a fluffier and fuller effect on the lash. Whilst that mascara is more expensive at £28, PMG regularly has discounts to take it to the same price.

That being said, this isn’t a bad mascara and I’m happy I have a mini and full size to use up. If it’s been a mascara that’s on your wishlist to try – I do highly recommend picking it up, and now maybe a great time too to snag a great deal as sets are discounted below the price of the IT Cosmetics Superhero mascara alone usually.

It Cosmetics Superhero Mascara Applied

Before and After (One Coat)
IT Cosmetics Mascara - Side Curl
IT Cosmetics Mascara – Side Curl

IT Cosmetics Superhero Mascara

IT Cosmetics Superhero Mascara Review
8 Hours after application

I’m interested if you’ve tried the IT Cosmetics Superhero Mascara before – did you love or hate it?


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Helpless Whilst Drying



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