The it-girl brand.

And why it's impossible to stop buying from them

Why should I care?

First, a personal fact: I own 15 Glossier lip balms. That's how many I own. FIFTEEN “balm dot coms”. And I'm not even embarrassed about it! Is that as embarrassing as purchasing a Sporty and Rich branded sweatshirt that’s already pilling, but still wearing it like it's Dior?

There are so many brands that are modern, so many that are timeless, or classic, or lack thereof. Many are a combination of all, especially in the fashion, wellness, and beauty space that is women’s commerce. There are a few select brands, however, that get to be coined a different term. Whether the consumer realizes it or not, when they buy from these brands, they’re actually buying from a brand that falls under the category of “it-girl”. 

These “it-girl” brands are masters of two things: making their product look amazing, and marketing them in a completely new way. Instead of complete “FOMO” marketing, (where a customer feels like they are forced to buy), or even “quiet luxury” marketing, (where a customer is enticed to buy because of luxury), they fall under a different category. 

Let’s discover how they do it, and how doing it is allowing these brands to take over the products space - and fast.

First you see me, then you use me.

Glossier’s millennial pink isn’t random - the human brain processes visuals 60,000 times faster than text – it triggers specific neural pathways linked to trust and comfort. So, that soft sweet pink on the Glossier You perfume tells you that it smells good before you even spray it. 

Research shows color increases brand recognition by 80%. Think about it: Glossier pink, Diptyque's black and white, Rhode's grey/white palette – they're not just pretty, they're strategic.

Even packaging dimensions matter. Studies in consumer psychology show that products in smaller, precious packaging are perceived as 23% more valuable. It's why Glossier's tiny serums and La Mer’s tiny containers feel more luxurious than their actual price points. Their paint-tube-sized packaging compels you to associate the brand with uniqueness, with a certain enticing quality. 

Is it really a community?

Shouldn’t brands be selling a community? Well… For “it-girl” brands, the case is the opposite. A normal grocery store would probably say that those who like to shop there are in the health community. It-girls brands highlight YOU inside of a larger, less focused community. For example, Erewhon may say that YOU are a health and wellness girly.

These brands aren't just selling products – they're creating micro-personas. When you use Glossier, you're not just applying makeup, you’re applying an aspect of the girl Glossier is selling you. That girl specifically is one who doesn’t try too hard. She’s all natural, girly, and likes dressing up.

Look at their comment sections. People aren't just talking about products – they're sharing life stories, becoming friends, building connections. It's genius: they've turned customers into people who want in on this persona. 

According to Tint Up, 73.6% of consumers are more likely to purchase because of an online brand community. What if that “community” is the relationship between you, the buyer, and “that girl” the girl brands convince you that you’re becoming when you buy and apply their product.

From a pinterest board to my hands!

Here’s a wild fact: These brands get more organic Pinterest saves than paid advertising reach. Why? Because they've mastered "aesthetic marketing".

They design every product to be Pinterest-worthy. The result? Free, continuous, organic marketing. Users aren't just buying products – they're buying content for their own feeds.

Studies show that 89% of Pinterest users are in a shopping mindset. When your product naturally fits into aspiration boards, you're not just selling items – you're selling dreams - the dream of becoming the “it-girl”.

Identity commerce and the chemistry of it all:

Traditional brands sell solutions to problems. "It-girl" brands sell characters and settings in your personal story.

Alo Yoga's expansion into skincare wasn't random. Studies show that when brands establish a strong identity, consumers trust them 4x more in new categories.

Golden Goose sells scuffed $500 sneakers because they understand that identity is the new luxury. You're not buying shoes – you're buying the "I'm effortlessly cool" character trait.

So every time you use that Glossier balm or light that Diptyque candle, your brain releases an extra amount of dopamine. These brands aren't just selling products – they're selling chemical reactions - reactions that will bring you closer to becoming the it-girl they’re selling you.

Research shows that anticipation of a lifestyle purchase activates the same brain regions as actual lifestyle achievements. Translation: buying Sporty & Rich activates the same pleasure centers as actually becoming that pilates-going, green juice-making it-girl.

The price is totally, definitely worth it.

We're witnessing a shift from traditional luxury (expensive materials, heritage) to meta-luxury (community belonging, identity signaling)

Why are so many founders the face of a brand? Hailey Bieber (Rhode), Gwyneth Paltrow (Goop), Matilda Djerf (Djerf Avenue)  etc. Maybe it’s because this is a streamlined way to get customers to immediately associate the brand with an it-girl. Because hey - these women are proving that becoming an it-girl isn’t unachievable at all. They are one - why can’t you be one?

That’s exactly how founders can turn their fans into customers. Maybe it’s promoting something unachievable - maybe it isn't. But will you care? Probably not - and brands know this.

The point is, brands can charge more for what they’re selling you, because their products mean more than just a hand lotion. They mean glowing skin, a future dream job, and more. 

You might have heard this before. Advertisements like this have been around for practically ever. But women founders mastering this? Making you have these emotional reactions? It hasn’t seen this many cult-like followers for a very long time. 

And that’s why the it-girl persona is the most highly-converting tactic in branding right now.