About It Girl

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.

Shop the snacks Meet the founder

Two It Girls by the pool on a pink striped towel with It Girl Vitamins pouches

The 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

A woman holding a pink It Girl peptide beauty lollipop and the Peptide Lollipops pouch

What we make

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.

See every formula

The philosophy

Seven things every It Girl product has to be

Functional
A real reason to exist. Every formula is built around ingredients chosen for a purpose, at amounts you can read on the label.
Beautiful
Skin, hair, gut, energy: beauty from the inside, designed to look as good on your counter as it feels in your routine.
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.
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.
Science-led
We start with the research on each ingredient and work backwards to the candy, never the other way around.
Convenient
No water, no powder, no measuring. Individually wrapped, bag-friendly, ready wherever your day goes.
An experience
Bright colors, real flavors, packaging you want to be seen with. Wellness that feels like a little gift to yourself.

Meet the founder

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.

MagdalenaFounder, It Girl Vitamins

The It Girl era

Made for real days

A woman by the pool enjoying an It Girl collagen peptide lollipop — **anywhere, anytime**One snack, no water needed.

Two women on sun loungers with the It Girl superfood greens pouch — **Greens, but fun**Superfood greens in green-apple candy form.

Two friends sharing It Girl Vitamins — **Better together**The routine that gets shared.

How we do it

Small brand.
High standards.

Made in Los Angeles
Our formulas are made in Los Angeles in FDA-registered, cGMP-certified facilities.
Tested
Regular testing for label accuracy and for contaminants, so what the label says is what is inside.
Clean by design
Real, considered ingredients and nothing that doesn’t need to be there. Every label tells you exactly what you are getting.
Female-founded
A female founder and an all-female team, building the products we wanted for ourselves.

Values that matter

It Girl Vitamins was founded with a mission to transform lives by making health and wellness both enjoyable and effective for everyone. Our approach blends the latest scientific and technological breakthroughs with the genius of nature to create products that are proven to deliver lasting results.

We are relentless, ambitious, and bold in pursuing what is good and innovative. We reject broken systems and ineffective products, choosing instead to develop evidence-based, medical-grade, and peer-reviewed solutions. Trust, authority, and leadership are at the core of everything we do.

Quality you can trust.

OUR GUMMIES AND LOLLIPOPS ARE PROUDLY MADE IN THE USA USING INGREDIENTS GROWN IN CALIFORNIA AND ARE REGULARLY TESTED BY EUROFINS & NSF TO VERIFY ALL 21 VITAMINS AND MINERALS. EACH BATCH IS TESTED TO ENSURE LABEL ACCURACY AND TO CONFIRM IT IS FREE FROM CONTAMINANTS, INCLUDING: