Your beauty routine is now a snack.
It Girl Vitamins began with a refusal: wellness should never feel clinical, boring, intimidating or like one more chore on the list. So we took daily beauty nutrition and turned it into something you actually want to reach for: beauty gummies, functional candy and lollipops that carry real formulas.
Function, beauty and taste in one small, bright moment. That is the whole idea.
Wellness, but make it something you look forward to.
Most supplements ask you to swallow, mix, measure and remember. We think a daily ritual should be the best thirty seconds of your day: a lollipop on the way out the door, a gummy with your coffee, a snack that happens to be working for you. Consistency is where results live, and consistency is easy when you enjoy it.
- Snack with benefits
- Glow from within
- Daily beauty nutrition
Function first.
Flavor, always.
Beauty lollipops built around collagen peptides. Superfood greens you can hold by the stick. Electrolyte hydration in candy form. Beauty gummies that taste like a treat. Every It Girl formula starts with a real job to do, then gets designed into a format you would choose even if it did nothing at all.
The range keeps growing, and it keeps growing in the same direction: snack-format wellness that fits in a bag, a pocket, a lunch break.
- Beauty lollipopsCollagen peptides, vitamin C and hyaluronic acid in a pink sugar pop.
- Superfood greens popsSpinach, spirulina, chlorella and B vitamins, green-apple flavored.
- Hydration popsElectrolytes with hyaluronic acid and ceramides, blue raspberry.
- Beauty gummiesSkin, gut and glow formulas in a gummy you will actually remember to take.
Seven things every It Girl product has to be
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Functional
A real reason to exist. Every formula is built around ingredients chosen for a purpose, at amounts you can read on the label.
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Beautiful
Skin, hair, gut, energy: beauty from the inside, designed to look as good on your counter as it feels in your routine.
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Delicious
If it doesn’t taste like a treat, it doesn’t leave the kitchen. Flavor is the reason a routine survives past week two.
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A ritual
One pop, one gummy, one small pause in the day. The kind of habit you keep because you like it, not because you should.
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Science-led
We start with the research on each ingredient and work backwards to the candy, never the other way around.
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Convenient
No water, no powder, no measuring. Individually wrapped, bag-friendly, ready wherever your day goes.
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An experience
Bright colors, real flavors, packaging you want to be seen with. Wellness that feels like a little gift to yourself.
Magdalena Ruiz
It Girl Vitamins is personal. Before the brand there was a woman who had hit rock bottom, mentally and physically, and decided to take her health into her own hands. As a newly single mother, Magdalena rebuilt her routine from the inside out: her relationship with sugar, her energy, her skin, her confidence.
The products she wished existed didn’t. Effective, clean and genuinely delicious were never offered together. So she created them, and built It Girl Vitamins to help other women step into their healthiest, most confident selves, with a female founder and a full female team behind every formula.
Wellness should be fun, feminine, and truly transformational.
Made for real days
Small brand.
High standards.
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Made in Los Angeles
Our formulas are made in Los Angeles in FDA-registered, cGMP-certified facilities.
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Tested
Regular testing for label accuracy and for contaminants, so what the label says is what is inside.
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Clean by design
Real, considered ingredients and nothing that doesn’t need to be there. Every label tells you exactly what you are getting.
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Female-founded
A female founder and an all-female team, building the products we wanted for ourselves.
Online, and at select Urban Outfitters stores
Order here for the full range, bundles and subscriptions, or pick up It Girl at a participating Urban Outfitters near you.
Meet the family
Six formulas, one idea: beauty nutrition you will actually take.
Your glow,
your way
Beauty nutrition you will look forward to. Every single day.
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