The It Girl Edit
To have “it” isn’t just an attitude, it’s an approach. Effortless, intentional, always a step ahead. It’s knowing what you want and how to get it, like a barefaced glow on a bare minimum step count.
Get to know a handful of our favorite It Girls, starting with our founder, and shop their top product picks.
Select a friend to discover her It Girl story — and shop what’s in her rotation.
What makes an It Girl?
An It Girl is all about her vibe. It's something you feel before you ever see it. She's confident, kind and pays attention to those around her.
Your most It moment:
I'm most proud that I've learned to trust myself. At 48, I've been working on building resilience. Every challenge has taught me to trust myself a little more.
What makes an It Girl?
Someone confident, aware of the world around them, and who genuinely gives AF
Your most It moment:
Shooting for YISE Beauty... duh!
What makes an It Girl?
Confident inside and out, radiating joy and happiness…
Your most It moment:
Next month will be my 20th wedding anniversary. I’m so proud of the life I’ve built with my husband, Fred, and so honored to be the mom of Chloe and Stella. Our future YISE women!
What makes an It Girl?
You’ve gotta be bold! Dump the boyfriend, make the big move, do the thing that nobody thinks you can do, and do it better
Your most It moment:
It would have been walking the VS fashion show at 28, until I did Sports Illustrated at 53…
What makes an It Girl?
She’s effortlessly chic, socially magnetic, aspiring but very approachable…and a great mom.
Your most It moment:
At this age, pride feels more about seeing people I love thriving—the fact that my boys grew into confident young men who know who they are, advocate for themselves, and move forward with purpose.
What makes an It Guy?
I’d never call myself an It Guy, but to me... it’s simply a guy who’s paying attention. I pay attention, I know what’s going on, and I’ve built my whole life around my love of women and beauty.
Your most It moment:
At my age, I’ve realized that’s where I am right now: working behind the chair, owning my salon, building a brand. It’s all that hard work finally landing.
