Makeup Artists Reveal Products for It-Girl Clients

The Rise of It-Girl Makeup: Influencer Trends and Tips

Move over, Kardashian clan. In 2023, a new group of mega-influencers are taking the beauty world by storm – the It girls. These fierce trendsetters, including Hailey Bieber, Sofia Richie Grainge, and Lori Harvey, have millions of followers hanging onto their every word, look, and makeup choice. And believe us, when an It girl praises a product or rocks a new makeup technique, it’s bound to go viral faster than you can say contour!

So, what’s the latest beauty trend these social media queens have popularized? Look no further than “It-girl makeup.” With nearly 70 million views on TikTok, this beauty aesthetic is all about achieving a natural, dewy, and effortlessly stunning look. Picture fresh, glowing skin, softly sculpted features, and a neutral eye and lip color. Celebrity makeup artist Mary Phillips explains, “It-girl makeup is all about enhancing your natural beauty. It’s about embracing those fluffy brows, adding faux freckles, and creating a polished, yet natural, look that works for everyone.”

And it’s not just the It girls who are loving this trend. People everywhere are flocking to this “less is more” beauty approach, whether it’s the popular latte makeup, cloud skin, or sun-kissed glow. Celebrity makeup artist Melissa Ocasio explains the fascination, “This trend is so appealing because it’s accessible. Unlike complicated techniques that can be daunting, It-girl makeup is beginner-, intermediate-, and expert-friendly. It’s a simple and timeless way to enhance your natural features and achieve that coveted everyday glow.”

Now, let’s dive into the secrets of these skilled makeup artists and their go-to products for achieving the It-girl look:

Mary Phillips

Complexion

Mary Phillips starts by prepping the skin with Rhode Glazing Milk for a natural-looking, radiant complexion. She then adds a touch of luxury and hydration with La Mer’s Crème de la Mer. To sculpt the skin, she turns to the Make Up Forever HD Skin Cream Contour and Highlight Sculpting Palette.

For foundation and concealer, Phillips loves Lancôme’s Teint Idole line. She lightly buffs Lancôme Teint Idole Ultra Wear Care & Glow Foundation with Hyaluronic Acid onto the skin, followed by the Teint Idole Ultra Wear All Over Full Coverage Concealer to provide extra coverage. To add warmth and dimension, she swipes the Nudestix Nudies Bronze Color Stick onto the eyes, lips, and cheeks. Lastly, she taps and presses L’Oréal True Match Lumi Glotion Natural Glow Enhancer on highlight areas to create an illuminated, glowy finish.

Brows

Phillips believes in the power of full, fluffy brows. She starts by shaping the brows using Tweezerman tools. After brushing and trimming, she fills in sparse areas with the Anastasia Beverly Hills Brow Wiz Ultra-Slim Precision Brow Pencil, using ultra-fine, hairlike strokes.

Lips

When it comes to lips, Mary Phillips adores the Make Up Forever Artist Color Pencil Brow, Eye & Lip Liner in Wherever Walnut and the Victoria Beckham Lip Definer in No. 2. Her must-have lipstick is the Clinique Almost Lipstick in Black Honey, which provides a naturally stained, balmy finish. For a high-shine lip, she reaches for the Rhode Peptide Lip Treatment, which stays glossy while keeping lips hydrated.

Phillips stresses the importance of cream blush for the It-girl look. She likes to blend a bronze cream blush with a bright blush on top to achieve that sun-kissed, flushed skin effect. And don’t forget the faux freckles to enhance the natural look!

Melissa Ocasio

Complexion

Melissa Ocasio starts by prepping clients’ skin with Sunday Riley C.E.O. Vitamin C Rich Hydration Cream Face Moisturizer for instant hydration and improved skin quality. She then applies Charlotte Tilbury Wonderglow Face Primer to achieve a sun-kissed glow. For foundation, she loves the Givenchy Beauty Prisme Libre Skin-Caring Glow Foundation for a dewy finish. To enhance the glow, Ocasio reaches for Laura Mercier Face Illuminator Highlighting Powder and finishes with Tatcha Luminous Dewy Skin Mist for that all-day radiance.

Brows

Ocasio is a fan of Anastasia Beverly Hills brows. She uses the Brow Wiz Ultra-Slim Precision Brow Pencil to create fine hairlike strokes, and the DipBrow Waterproof, Smudge Proof Brow Pomade to fill in and shape the brows.

Eyes

For neutral eye looks, Ocasio relies on the Makeup by Mario Master Mattes Eyeshadow Palette. She often adds Lilly Lashes Swanky style for a glamorous touch and finishes with M.A.C. Cosmetics Extended Play Gigablack Lash Mascara. And if she wants to elevate the look, she grabs the KVD Beauty Tattoo Liner.

Lips

Ocasio moisturizes clients’ lips with M.A.C. Cosmetics Lip Conditioner before applying lip liner from M.A.C. or Make Up Forever. Her go-to lip product is the Dior Dior Addict Lip Maximizer Plumping Gloss for a beautifully coated, non-tacky finish.

Ocasio’s pro tip for achieving the It-girl look is underpainting. By contouring and highlighting before applying foundation, you’ll achieve a more natural finish. Just remember, blending is key!

Etienne Ortega

Complexion

Etienne Ortega’s essential prep product is Kiehl’s Ultra Facial Cream with Squalane for a boost of moisturization and reduced fine lines. For foundation, he loves Givenchy Beauty Prisme Libre Skin-Caring Glow Foundation, while cream blush from Rare Beauty by Selena Gomez provides that coveted hydrated look.

Lips

Ortega believes in the classic combination of a lip liner and clear gloss. He uses his own upcoming beauty line’s lip liner and the Fenty Beauty by Rihanna Gloss Bomb Universal Lip Luminizer for their wide range of shades.

Brows

Anastasia Beverly Hills is the go-to brand for Ortega’s brow routine. He fills in and shapes brows with the DipBrow Waterproof, Smudge Proof Brow Pomade and sets them in place with Brow Freeze Extreme Hold Laminated-Look Sculpting Wax.

To achieve a long-lasting It-girl look, Ortega recommends setting your makeup with powder and a setting spray to bring back that glow and dewiness.

Mali Thomas

Complexion

Mali Thomas believes in the power of the right base. She starts with Bobbi Brown Cosmetics Vitamin Enriched Face Base and Eye Base to set the stage for flawless makeup. Then, she applies the brand’s Vitamin Enriched Skin Tint, which offers hydration and comes in 18 shades to suit every skin tone.

Brows

For brows, Thomas recommends using thin brow pencils like the Anastasia Beverly Hills Brow Wiz Ultra-Slim Precision Brow Pencil for a realistic look. When selecting a brow product, consider your hair color and skin tone to ensure a perfect match.

Eyes

Thomas loves to focus on the eyes for the It-girl makeup look. She opts for neutral eye shadows, particularly those found in the Bobbi Brown Cosmetics Long-Wear Cream Shadow Sticks.

Lips

For the lips, Thomas can’t resist brown lip pencils. She highly recommends Tower 28 OneLiner Lip Liner and Nabla Cosmetics Close-Up Lip Shaper Pencil for their rich shades that complement diverse skin tones.

And here’s a universal tip from Thomas: when applying makeup yourself, use your fingers. The warmth of your fingertips will blend the products seamlessly into your skin.

So, whether you’re a die-hard fan of the It girls or simply looking for a fresh, natural beauty routine, take inspiration from these expert tips and product recommendations. Embrace your natural features, enhance your glow, and get ready to rock the It-girl makeup look that’s sweeping the nation.

Makeup Artists Reveal Products for It-Girl Clients