WellnessIt Cosmetics Superhero No-Tug Eyeshadow Sticks Review

It Cosmetics Superhero No-Tug Eyeshadow Sticks Review

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I’ve been a longtime fan of It Cosmetics’ products, and the beloved Confidence in a Cream moisturizer ($37), Bye Bye Under Eye brightening cream ($37), and Hello Lashes+ volumizing mascara ($20) are all part of my regular rotation. The brand’s formulas are crafted with the guidance of dermatologists to put skin health and performance at the forefront, and the latest addition to my routine—It Cosmetics Superhero No-Tug Waterproof Eyeshadow Stick ($24)—is direct proof of that.

Thanks to the stick’s No-Tug Technology™ and ultra-blendable formula, you can apply a few swipes for an effortless, barely-there look or add on some extra layers for a more intense smoky eye—all without tugging on the delicate skin around your eyes. It offers all-day wear without a crease in sight.


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I’ve been testing the Superhero sticks for a few months, and have been endlessly impressed by how easy they are to use. Like, why bother with a brush and powder formula when I can just swish on a pop of color? No blending, no fallout, and no feeling like I should have gone to beauty school to pull off statement shadow.

My go-to shade is “Super Slate,” a pearly taupe that makes my hazel eyes look brighter and doesn’t feel too dark or too light. Plus, it gives me the perfect amount of shimmer that looks beautiful on its own and adds dimension when I apply it on top of other eye makeup. I’ve worn this stuff all day long—from work breakfasts to late-night dinners and drinks with friends. The formula stays put no matter how much cry-laughing you do, or how sweltering the LA sun is (very sweltering).

Here’s what my eye makeup looks like after eight hours of work (including a sunny brunch outside):

it cosmetics no tug eyeshadow

Like all of It Cosmetics’ products, its eyeshadow is enriched with skin health-boosting ingredients, like hydrolyzed collagen, (which can help increase elasticity and smooth out fine lines), caffeine (this combats inflammation and puffiness), and tri-peptide complex (which helps keep skin plump and smooth). So, on top of being a great cream eyeshadow formula, you also get an infusion of anti-aging ingredients that work their magic every time you apply. That’s a pretty sweet cherry on top.

The shadow has a not-too-shabby 4.6-star rating on the It Cosmetics website, with hundreds of enthusiastic reviews from shoppers. One writes, “This stayed on even after a 90-minute massage!” They continue, “This is my new forever eye shadow! I rarely use eye shadow given my deeply hooded eyes but after reading some encouraging reviews I went for it.”

And while I can’t speak to its staying power when it comes to workouts, one reviewer claims that it doesn’t budge: “I will never go back to an eye shadow palette. This goes on super smooth and lasts all day even while working out. I’ve already placed a second order and thinking of subscribing to save.” I know I’ll be doing the same thing.

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Our editors independently select these products. Making a purchase through our links may earn Well+Good a commission.

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