IT GIRL, the girl of the moment
What does it mean to be an It Girl today?
An It Girl is never just beautiful, she sets the narrative. In the world of fashion and beauty, her style becomes a global reference, goes viral in 15-second videos, and redefines the aesthetic of an entire generation. Being an It Girl is about creating desire, accessibility, and attitude, dictating the key trends that dominate today’s digital youth culture.
The concept of the It Girl in beauty
The idea of the It Girl is not new. Back in the 2000s, names like Paris Hilton, Britney Spears, and Alexa Chung defined a cultural era. Today, that aura of influence is embodied by figures such as Hailey Bieber and Kendall Jenner, who can set global trends with a single post.
Beyond beauty, the contemporary It Girl embodies personal healing, identity branding, and “face as a narrative”: skin, hair, and makeup are no longer just cosmetics, but expressive tools of individuality. The shift is clear from being “cool” to being “viral.” The It Girl’s style today can be summed up as effortless luxury: minimalist, yet punctuated by impactful details.
Rebellious gothic girl and delicate school-girl
In makeup, the skin is well-prepared with a flawless finish, looking more natural. Neutral tones, soft blush, lips in nude or pinkish shades.
With the end of the clean era, the new trends for It Girls return to the creative universe of using colors and bold contours, accompanied by graphic eyeliner, shimmering shadows, chrome nails, or contoured lips.
The version began to change during the summer of 2025, where pink and coral tones were replaced by baby blue, silver, cherry red, and lilac. The numbers speak for themselves.
According to research data from Pinterest and visual search platforms, searches for cool tone makeup and blue and red shadows have skyrocketed. And now, to make this trend even more complete, modern touches of high fashion follow from autumn to winter: elongated dark and metallic smokey eyes, bleached eyebrows as a hallmark of the new Fall/Winter 2025 season.
On cool undertones, lilac blush shades are essential, and the use of rhinestones on eyes and lips are also part of this new aesthetic. It is a mix of rebellious gothic girl and delicate school-girl.
Metallic glosses are back, and most brands have already released products from this new era, making it even more complete and similar to the turn of the past millennium but now increasingly adopting the artistic aspect as a complement.
Brands are creating products one after another to fall into the hands of the IT GIRLS of the moment, because when an IT GIRL wears it, the certainty of going viral is very high. Between minimalism and bold expression, nostalgia and futurism, the trend embodies a new era where beauty is not only about appearance but about influence, identity, and cultural impact. The question is no longer who the next It Girl will be, but how her next look will change the way an entire generation sees beauty.
