It Cosmetics No-Tug Eyeshadow Review

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I’ve been a longtime fan of It Cosmetics products, and the beloved Confidence in a Cream moisturizer, Bye Bye Under Eye brightening cream, and Hello Lashes+ volumizing mascara 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—the It Cosmetics Superhero No-Tug Waterproof Eyeshadow Stick—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.

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 Los Angeles sun is (hint: 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
Photo: Gina Vaynshteyn

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.



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


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