We don’t recommend waiting for tonight to shop this deal.
While countless beauty products are on sale for October Prime Day, a major markdown on the It Cosmetics Superhero Mascara Jennifer Lopez loves just appeared this morning — and it’s already “selling fast,” per the site.
The “Jenny From the Block” singer swiped some on in her Vogue “Beauty Secrets” video in 2022, declaring it “the most important part” of her makeup routine.
She’s not the only superstar stocking up on the stuff; Bethenny Frankel’s featured the mascara in at least two of her famous beauty reviews, including a roundup of products that have her “agree[ing] with the hype.”
“At the mofo level,” raved the star, who also ranked it as a top pick in a “mascara wars” YouTube clip several months later.
Plenty of Amazon reviewers have also leveled up their routines with the product, given it has over 12,000(!) largely glowing reviews.
“I’ve been using this mascara for years and I love the way it separates and lengthens my lashes without clumping,” one raved, while another dubbed it “truly remarkable.”
It’s far from the only Frankel favorite on sale for fall Prime Day, as the Black Friday-like event also has deals on her viral L’Oréal Paris discoveries — from True Match Lumi Glotion to Midnight Cream.
Given the sale ends tonight, we’d advise snapping up the best beauty deals before it’s too late.
Shop more prime day beauty deals
Amazon’s fall Prime Day sales begin on Tuesday October 7 at 12:01 a.m. PT and runs through Wednesday October 8 at 11:59 p.m. PT.
Calling all chronic procrastinators: Prime Big Deal Days 2025 ends on Wednesday October 8 at 11:59 p.m. PT.
Prime Day is Amazon’s member-exclusive sale event. You can get a 30-day free trial to enjoy Prime Day savings (plus all the benefits of the subscription) with no strings attached.
For those who already know and love July Prime Day, Amazon’s Prime Big Deal Days similarly offers major discounts for 48 hours, but with a bigger focus on holiday gifts to shop ahead of Black Friday and Cyber Monday.
From deal-hunting on Amazon sales for years, we know the sale is the perfect time to save on top-rated tech like Apple AirPods, restock your favorite beauty and skincare, peruse accessories like jewelry and handbags, and comb through all of Amazon’s best-sellers for steep discounts.
For those already wondering about the next sale, Prime Day takes place in July each year and although Amazon hasn’t confirmed the dates for Prime Day 2026, it’s safe to assume it will take place in mid-July. Keep an eye out for Amazon to kick off the holidays with Black Friday sales in November! Page Six Style will have all the latest news here.
This article was written by Hannah Southwick, Commerce Associate Editor for Page Six. Hannah spies deals on actually affordable celebrity-worn styles, puts Hollywood’s favorite labels to the test and finds the beauty products that keep stars red carpet-ready. She consults stylists and industry pros — including celebs themselves — for firsthand product recommendations, trend predictions and more. In addition to writing for Page Six since 2020, her work has been featured in USA Today and Parade.