Hello Lashes 5-in-1 Treatment Mascara

Price:
$24 
Best Read Member Comments
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Category:
Makeup > Mascaras (regular) > Regular Mascara
Last Updated:
3/24/2014
Jar Packaging:
No
Tested On Animals:
No

This does-it-all mascara yields truly impressive results, exceeding expectations in the categories of volume, length and separation. If you've been disappointed by other mascaras that claimed to make normal lashes look like falsies, then Hello Lashes 5-in-1 Treatment Mascara should change your mind. In the two weeks we've been using it numerous admirers have asked if we were wearing eyelash extensions! Unfortunately, this mascara is on the pricy side, but if you regularly purchase false lashes ($5 to $25) this product could potentially save you money in the end.

It dries quickly, doesn't flake or smudge, and is water-resistant. Other than the excellent formula, Hello Lashes mascara also stands out amongst similar products because of its unique brush design: The two-sided tapered brush coats and separates outside lashes, while a small bulb at the end effortlessly reaches inner corner and lower lashes.

As for the "treatment" claims: ignore them. This mascara cannot enhance lash growth or increase the thickness of the actual lash, as there are no ingredients in the formula that can achieve those claims.

Pros:
  • Provides exceptional volume, length and separation.
  • Water-resistant.
  • Dries quickly; doesn't flake or smudge once set.
  • Innovative and easy-to-use brush can reach all lashes, even the baby lashes on the inner corners and lower lashline.
Cons:
  • None.

IT Cosmetics (the IT stands for “Innovative Technology”) is the creation of Jamie Kern Lima, a former Miss USA pageant contestant and TV news anchor. Lima founded IT Cosmetics in 2008, selling her products in boutique stores and on QVC, then expanding into Canada in 2009. Since then, the line has gotten a lot of exposure with featured reports and stories on network television, including prominent mentions on the ABC reality show Dancing With the Stars.

Other than this abundant television exposure, the main draw of IT Cosmetics is its claim that the company works with leading plastic surgeons from Brazil to create products containing the very latest anti-aging technologies. That sounds intriguing, but is a bit silly when you consider that most plastic surgeons don’t know anything about skin care or cosmetic ingredient research. Consulting a cosmetic surgeon about anti-aging formularies is like consulting a taxi driver about how to fly an airplane! You’d think Lima and her team would instead want to consult a dermatologist, but even that’s not a slam-dunk for ensuring your anti-aging products are a cut above the rest, given that dermatologists also are not trained in skin-care formulations.

The labels on most IT Cosmetics products reveal a variety of age-defying claims centered around ingredients like antioxidants, peptides, vitamins, and collagen. Those are indeed great ingredients, but because many of IT Cosmetics’ products are packaged in containers that expose these delicate ingredients to light and air, any benefit is reduced as soon as you open the jar or compact (something the plastic surgeons from Brazil obviously didn’t know).

There are also some distinct weaknesses in the line, including an average yet pricey eyebrow pencil, powder illuminator, and eyeshadow whose performances don’t justify the expense (especially not when you factor in the high shipping fees QVC charges).

Of course, IT Cosmetics also has some products that are worth checking out. The line boasts an excellent powder blush, mascara, creme illuminator, hydrating cream lipstick, and many other products—including a full-coverage concealer that is truly full coverage—that are very good. However, while these products are good, they are not so unique that similar products can’t be found elsewhere for less money. As with any line that has a mix of good, so-so, and bad products, shopping using our reviews to guide you is a great way to ensure you’ll at least get your money’s worth, and your skin will be the better for it.

For more information on IT Cosmetics, visit www.itcosmetics.com.

Member Comments

Summary of Member Comments

  1. How would you rate the results? (4 = Best)

    3 / 4 Good
  2. Was this product a good value? (4 = Best)

    1 / 4 Poor
  3. Would you recommend this product? (4 = Best)

    2 / 4 Average
Page of 1
  1. PATRICIA G.
    Reviewed on Saturday, August 02, 2014
    • Recommend
      3 / 4
    • Value
      3 / 4
    • Results
      4 / 4
    I think it worked better without the tip!
    • Maybe there's a learning curve here, but the first tube I got came without the ball. And yet the texture was just right. I learned this great trick from Wayne Goss (who collaborated with Paula on her new eyeshadow palette). You get flawless lashes every time, like they've been photoshopped. Just take a clean mascara wand and wipe one side of it onto the loaded brush. Then apply as usual. You might need a few coats, but less is definitely more in this case! Next tube, I Cut off the ball!

  2. Sarah B
    Reviewed on Monday, April 28, 2014
    • Results
      2 / 4
    • Value
      1 / 4
    • Recommend
      1 / 4
    Add me to the negatives
    • I tired for several weeks to use this product because it was rather pricey and I hated to just throw it away. The flaking finally got to be too much. I gave up yesterday and bought Cover Girl Lash Blast with a coupon. Much better.

    Paula's Choice Research Team Response
    Replied on: Monday, April 28, 2014

    Ugh, flaking is the worst! We did not experience this in the  versions we tried, but it can certainly happen with older stock or if the user pumps too much air into the product (never pump the mascara wand), which can lead to dryout. Glad you found a mascara you liked that cost less!

    —Admin
  3. Debra
    Reviewed on Sunday, February 23, 2014
    • Recommend
      1 / 4
    • Results
      2 / 4
    • Value
      1 / 4
    Respectfully disagree
    • Expensive. Results not as good as products that cost one third the price. Some clumping and definite very unattractive flaking. The mascara you reviewed was definitely not the mascara I received in mine. Just curious, do you try more than one of a particular product- to see if it is consistent in quality? Given the huge number of products you review-I can see where that might be an unrealistic possibility .

  4. Randa S. L.
    Reviewed on Wednesday, January 29, 2014
    • Results
      2 / 4
    • Recommend
      2 / 4
    • Value
      2 / 4
    Disappointed
    • I bought this mascara because of your assessment and found that it DOES clump and flake (even flaked onto my eyeballs!), and the tip intensifies the problem with clumping. I'll stick with Benefit "They're Real". Better use of the ball at the tip.

  5. Maria E.
    Reviewed on Saturday, January 25, 2014
    • Results
      4 / 4
    • Recommend
      4 / 4
    • Value
      3 / 4
    Great results
    • I purchased the mascara directly from IT Cosmetics website and received a 15% discount after signing up for emails. Usually have to wear waterproof mascara if I don't want to look like a raccoon because of my oily skin but I even wear this mascara to the gym with no under eye residue afterwards. It does lengthen and separate my skimpy lashes with none of those ugly clumps some volumizing mascaras leave. Ball tip works great getting product on all lashes. Best mascara, thanks for the review Paula

  6. CAROL A.
    Reviewed on Monday, January 20, 2014
    • Results
      3 / 4
    • Recommend
      4 / 4
    • Value
      3 / 4
    my tip broke off too!
    • not perfect but good. minimal flaking. tip pulled out when i cleaned brush. only one color.

  7. LYDIA S.
    Reviewed on Thursday, November 21, 2013
    • Recommend
      2 / 4
    • Value
      1 / 4
    • Results
      2 / 4
    FLAKES
    • I bought this because of Paula's review. I got it through Amazon. The first wand had the ball missing, so I send it back and received a new one. A few hours after application, I noticed flaking on my cheeks. This is unacceptable for such an expensive mascara. I even combed between applications to avoid clumps. Maybe I am doing stomething wrong. Maybelline's Full and Soft Mascara (a Paula's Best pick) gives me fullness and length with no flaking or stiffness.

  8. Martha t
    Reviewed on Sunday, September 01, 2013
    • Results
      4 / 4
    • Recommend
      1 / 4
    • Value
      1 / 4
    wish it worked!
    • This mascara is fabulous - doesn't smear or come off under eyes. BUT the tiny ball broke off after three uses. That seems to be a big selling point and it seems to be a great idea. Hope they can improve this one problem.

  9. Anna, van W
    Reviewed on Thursday, May 23, 2013
    • Recommend
      1 / 4
    • Results
      4 / 4
    • Value
      1 / 4
    Perfect mascara, bad design
    • As all women I am always searching for the magic mascara that does and has it all. Because of the review of Beautypedia, I bought it on eBay, because the company does not ship internationally. Trusted seller and genuine product. Being a former beauty editor, I am very careful. Resuts were incredible. And then the tip that seperates and defines, broke of and was lost inside the mascara. This is bad product design, bad quality material. What a shame.

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About the Experts

Paula Begoun is the best-selling author of 20 books on skin care and makeup. She is known worldwide as the Cosmetics Cop and creator of Paula's Choice. Paula's expertise has led to hundreds of appearances on national and international television including:

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The Paula's Choice Research Team is dedicated to helping you find the absolute best products for your skin, using research-based criteria to review beauty products from an honest, balanced perspective. Each member of the team was personally trained by Paula herself.

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