I was turned off by It Cosmetics after trying its opaque yellow-tinged loose powder Bye Bye Pores, which I described as the most god-awful product that I’ve ever tried.  Marcia at beautyinfozone.com (see 6 beauty sites to follow) likes the product and applies it with a fan brush, which would provide a more diffused application.

In fact, it was because of the raves of Marcia and Lisa at BIZ that I decided to take a second look at It Cosmetics.  BIZ listed It Cosmetics’ Hello Lashes mascara among its top 10 mascaras and published other articles on Hello Lashes.  What clinched the deal for me was that Paula Begoun’s Beautypedia team named Hello Lashes among its 10 Best Products of 2013:

If you’ve been disappointed in the past about mascaras claiming to make regular lashes look like falsies, then this mascara will change your mind. Hello Lashes doesn’t flake or smudge and is water-resistant, with an innovative brush that can reach all lashes (even those baby lashes on the lower lash line!). The end result is a mascara that exceeds expectations in volume, length, and separation.

Here is how It Cosmetics describes Hello Lashes:

Developed with leading plastic surgeons, Hello Lashes 5-in-1 Treatment Mascara revolutionizes and takes the place of five products–volumizing mascara, conditioning lash primer, lash-enhancing serum, lash tint, and a lash comb/curler! Hello Lashes offers the blackest of black color that lasts and doesn’t flake or fade. The triple-brush lengthens, curls, and separates lashes while the innovative Magic Wand lash ball detailer tip is designed to reach every last inner and outer corner lash. Utilizes technology to infuse a blend of lash-enhancing and conditioning ingredients, including peptides, collagen, proteins, acai, jojoba, green tea, and vitamins A, C, E, and B5. Paraben, fragrance, phthalate, and sulfate free. Made in the USA.

I have to say that I was disappointed with Hello Lashes. As a volumizing mascara, Hello Lashes doesn’t compare to L’Oreal Paris Voluminous Mascara, which is still my favorite volumizing mascara. BTW makeup artist Sam Fine recommends L’Oreal Paris Voluminous Mascara as a less expensive alternative to Chanel.

You may buy Hello Lashes for USD $24.00 through the It Cosmetics website.   One thing that I do like about shopping the It Cosmetics website is that there is a relatively low threshold (USD $25.00) for free shipping, so you might want to add another product to qualify for free shipping.  Hello Lashes is also available from www.aswechange.com (for the menopausal :-), qvc.com, beauty.com (no affiliate links), ulta.com, and select Ulta stores.