The makeup that transforms you into an it girl. Here’s exactly what to buy (and the affordable alternatives) to get that viral glow-up look.
— — —
It girl makeup isn’t about having the most expensive products. It’s about having the RIGHT products that photograph well, feel luxe, and actually transform your face. Some are worth the splurge. Some have perfect budget alternatives.
I’ve tested the iconic it girl products AND their budget dupes. Here’s exactly which ones are worth the investment and which ones you can totally skip for the affordable version. Spoiler: some of the best products cost $10.
The it girl makeup philosophy
It girl makeup is about GLOW, not coverage. It’s about that effortless, glowing, “I woke up like this” energy — even though you definitely didn’t. It’s dewy, it’s radiant, it’s PHOTOGENIC. Every product should serve the glow.
Plus it girl makeup is a RITUAL. Using Charlotte Tilbury or Rare Beauty or Glossier isn’t just about the product — it’s about the feeling. That’s part of the glow-up too.
The essential it girl makeup products (luxury vs budget)
The Base: Primer + Foundation Combo
✨ IT GIRL PICK: Charlotte Tilbury Hollywood Flawless Filter (~$54)
THE it girl base. Blurs imperfections, gives you that soft-focus glow, makes your skin look like poreless perfection. This is the product that starts the whole glow-up. Iconic. Worth it.
💚 BUDGET GIRLY: e.l.f. Halo Glow Liquid Filter (~$12)
Honestly? Shockingly similar. Gives you that dewy, glowing base. Not quite as blurring, but 90% of the effect at 1/5 the price. This is the budget it girl pick.
The Concealer: Coverage + Glow
✨ IT GIRL PICK: Nars Radiant Creamy Concealer (~$30)
Cult classic for a reason. Creamy, blendable, gives you that soft-focus finish. Every makeup artist swears by it. Iconic for a reason.
💚 BUDGET GIRLY: Maybelline Fit Me Concealer (~$8)
Honestly fantastic. Full coverage, blends beautifully, doesn’t look cakey. Most people can’t tell the difference. This is the smart pick.
The Blush: That It Girl Flush
✨ IT GIRL PICK: Rare Beauty Soft Pinch Liquid Blush in Bliss (~$20)
Viral for a reason. Gorgeous milky pink, blends seamlessly, gives you that fresh, flushed glow. Makes you look healthy and glowing. It girl ESSENTIAL.
💚BUDGET GIRLY: Milani Baked Blush in Rose d’Oro (~$11)
Warm, buildable, gives you that natural flush. Super blendable and doesn’t look heavy. Honestly a sleeper pick that nobody talks about.
The Bronzer: Warmth Without Contour
✨IT GIRL PICK: Tower 28 BeachPlease Liquid Bronzer (~$20)
Viral on TikTok for good reason. Gives you that sun-kissed, just-got-back-from-vacation glow. Liquid formula is SO easy to blend. It girl essential for that golden hour glow.
💚 BUDGET GIRLY: e.l.f. Liquid Metallic Eyeshadow as bronzer (~$6)
Unconventional but it WORKS. Use as a liquid bronzer and it gives you similar warmth. Definitely a girly pop hack that saves money.
The Eyebrow: Define Without Drama
✨IT GIRL PICK: Glossier Boy Brow (~$22)
Iconic. Gives you that soft, feathered, natural brow. Barely-there but somehow makes your whole face look more put-together. It girl staple.
💚 BUDGET GIRLY: Maybelline Tattoo Studio Eyebrow (~$7)
Honestly great. Stays put, doesn’t look harsh, gives you definition without looking fake. This is the smart buy.
The Mascara: Volume Without Spider Legs
✨ IT GIRL PICK: Charlotte Tilbury Pillow Talk Mascara (~$28)
Soft, feathery, volumizing without the drama. Makes your lashes look naturally full. It girl makeup is about looking EFFORTLESS and this delivers.
💚 BUDGET GIRLY: Maybelline Sky High Mascara (~$8)
Actually incredible. Volumizes, lengthens, doesn’t clump. Honestly better than some luxury mascaras. This is the budget win.
The Lip: Stained, Not Bold
✨IT GIRL PICK: Charlotte Tilbury Red Carpet Pink (Pillow Talk) (~$35)
THE it girl lipstick. Warm, wearable, makes every skin tone look good. Iconic. The lipstick that changed the game. Worth every penny for the ritual alone.
💚BUDGET GIRLY: Maybelline SuperStay Matte Ink Liquid Lipstick (~$9)
Similar warm tone, doesn’t transfer, lasts forever. You won’t regret this pick. Save $26 for other products.
The Lip Treatment: Glossy Soft
✨IT GIRL PICK: Laneige Glaze Craze Lip Treatment (~$16)
Viral for good reason. Hydrating, plumping, makes your lips look full and glossy. It girl lips are soft and plump, not matte. This is the product for that.
💚 BUDGET GIRLY: Burt’s Bees Natural Lip Balm (~$6)
Simple, hydrating, gives you that natural glossy look. Not plumping, but keeps lips soft and pretty. Great budget option.
The it girl glow-up makeup routine (step-by-step)
Apply Charlotte Tilbury or e.l.f. base — blend with sponge for that smooth, glowing canvas.
Apply concealer under eyes and spot treat blemishes — blend gently.
Apply Rare Beauty or Milani blush on apples of cheeks — blend upward for that natural flush.
Apply Tower 28 or e.l.f. bronzer on temples and jawline for warmth.
Groom eyebrows with Glossier or Maybelline — soft, feathered, natural.
Apply mascara to upper lashes only (it girl energy is soft).
Apply Charlotte Tilbury or Maybelline lipstick — warm, wearable, iconic.
Top lips with Rhode or Burt’s Bees — that glossy, full look.
Set with Mac Fix+ spray for that dewy finish that photographs BEAUTIFULLY.
Total time: 15 minutes. Total glow: IMMENSE.
IT GIRL TIP The key to it girl makeup is BLENDING. Nothing should look harsh or obvious. Everything should look like a natural enhancement. Blend, blend, blend.
— — —
Which products are ACTUALLY worth splurging on?
Charlotte Tilbury Hollywood Flawless Filter — YES. This is the foundation of the whole glow-up. It makes your skin look like a filtered version of itself. Totally worth it.
Rare Beauty Blush — YES. The shade range is incredible and the formula is just better. But honestly the budget alternative is 90% as good.
Rhode Lip Treatment — MAYBE. It’s nice but not essential. Burt’s Bees does similar things for $6.
Charlotte Tilbury Red Carpet Red — MAYBE. It’s iconic but Maybelline does similar warm tones perfectly.
Mac Fix+ — YES. This is the it girl ritual product. It makes your makeup photograph beautifully and last longer. Invest.
The complete it girl makeup budget (both routes)
LUXURY ROUTE (~$245 total): Charlotte Tilbury Filter ($54) + Nars Concealer ($30) + Rare Beauty Blush ($20) + Tower 28 Bronzer ($28) + Glossier Boy Brow ($18) + Charlotte Tilbury Mascara ($28) + Charlotte Tilbury Lipstick ($35) + Rhode Lip Treatment ($30) + Mac Fix+ ($20) = ~$263
BUDGET ROUTE (~$65 total): e.l.f. Filter ($12) + Maybelline Concealer ($8) + Milani Blush ($8) + e.l.f. Liquid Eyeshadow ($6) + Maybelline Brows ($7) + Maybelline Mascara ($8) + Maybelline Lipstick ($9) + Burt’s Bees Lip Balm ($6) + Mac Fix+ ($20) = ~$84
You’re getting 85% of the glow for 32% of the price. Math checks out.
Why it girl makeup is a glow-up
It girl makeup isn’t about looking like someone else. It’s about looking like the BEST version of yourself. It’s about glow, not coverage. It’s about enhancing what you have, not hiding it.
When you put on a full face of it girl makeup, you don’t just look different — you FEEL different. That’s the real glow-up. That confidence. That radiance. That’s what makes it work.
The products are just tools. The real magic is you showing up for yourself and investing in that glow-up moment, whether it costs $20 or $200.
Disclosure: This post contains affiliate links. As an Amazon Associate I earn from qualifying purchases at no extra cost to you. All opinions are my own.