MASCARA

Mascara is a makeup essential that enhances your natural lashes by adding length, volume, and definition. IT Cosmetics mascaras go beyond instant results with formulas that also condition and strengthen your eyelashes.

It depends on your desired lash look. Want drama? Go for a volumizing mascara. Craving a natural look? Try a lengthening or defining formula. With IT Cosmetics, you’ll find mascaras tailored for every eyelash type—making it easy to find your best mascara match.

Different wand shapes serve different lash needs: oversized brushes for volume, curved brushes for curl, and tapered brushes for precision. IT Cosmetics designs applicators to make achieving your perfect look effortless.

For healthy, happy lashes, replace mascara every 3 months to avoid buildup of bacteria and ensure the best application.

Use a gentle, oil-based makeup remover or micellar water. Soak a cotton pad, press lightly against your eyelashes, and wipe downward—no harsh rubbing needed. (We love our Bye Bye Makeup Cleansing Balm Makeup Remover for this.)
If you want to know how to apply mascara—and how not to—check out our step-by-step mascara application guide for pro tips.

Developed with science in mind, IT Cosmetics mascaras are infused with lash-loving ingredients like biotin, peptides, and collagen. The result? Stronger, healthier-looking lashes with every use.

It depends on your lash goals. Superhero Elastic Stretch Volumizing Mascara delivers dramatic volume and length in one coat, while Hello Lashes+ Volumizing Mascara with Lash Serum combines definition with lash-conditioning care. Get the look of a lash lift with Lash Blowout Mascara, inspired by the technology of a round brush.