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A beauty experience—interviews, inspiration, and the products you need to know about.
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Recent posts
When @annasarelly was preparing to launch her beauty brand, almost everyone, she says, encouraged her to go the mass-production route because luxury Mexican beauty brands don’t do well. She wasn’t convinced. “But Mexico is the best. We have great creatives. We have a rich culture. Why can’t we be as good as other brands out there?” Now, @sarellybeauty is approaching its fourth year and expanding into the U.S. “Listen, Latinas are buchonas; we’re maximalists. It’s been so fun and exciting to share that with the rest of the world,” she says.
Having her own beauty brand also means she gets to tackle some of her personal beauty concerns. Take Sarelly’s mascara, for example. “I find that Mexican lashes are pretty hard to work with. They tend to be thin, super straight, and slant downward, so the formula had to be super lightweight and really hold a curl,” she explains. But, of course, her routine extends well beyond her own brand. For her dark under-eyes, she swears by a K-beauty eye cream with retinol. When it comes to sunscreen, she prefers a French formula.
Find those products—and the rest of her #ITGTopShelf—at the link in bio.
ITG Editor: @daisebedolla
Director, Social, Editorial & Content: @ashley.weatherford
Photos: @viridianna__
10 Nov 2026
The @heavenmayhem_ and @theouai amulet collab is meant for fragrance, but it can also fit other things... Like a genie. What else?
09 Nov 2026
Good news: We did your holiday shopping for you ⭐️ Whether you’re gifting the introverts, overcommitted, hosts, or perfectionists in your life, something they’ll love is at the link in bio.
Hair: @tjspeck for @suitecarolinesalon
For the perfectionist: a chrome-framed little throne for their phone and mini, layerable perfumes they can carry in their purse
For the host: silverware that doubles as jewelry for their table
For the overcommitted: a calming fragrance mist and stackable blushes
For the introvert: cozy socks and letter charms (as seen in the first slide) to keep those in their inner circle close
06 Nov 2026
Number 5 is clearly the right answer. And luckily, that’s exactly what the matcha at @elorea looks like. We know what you’re thinking: Isn’t that a perfume store? Well, yes and no… The best matcha TikTok hasn’t told you about yet—and without a line—is at the link in bio.
Photo via @matcha_tearapy
05 Nov 2026
I spy with my little eye... ITG's holiday gift guide ⭐️ Get shopping at the link in bio.
Hair: @tjspeck for @suitecarolinesalon
04 Nov 2026
*Thee* holiday gift guide of holiday gift guides, if we say so ourselves. Tomorrow. Mark your calendar 🎁
03 Nov 2026
The alternate definition of "exorcism?” 👹 via teracherous (Twitter/X)
02 Nov 2026
Happy Marathon Sunday! 🏃♀️ @worry__lines
01 Nov 2026
The ghost of skincare’s past 👻 Happy Halloween!
31 Oct 2026
If you’ve heard @ashemusic’s “Stop The Wedding!” then you know it’s about a literal wedding. But the singer wants you to apply the song to the rest of your life—even your beauty routine. “We’re in this world where there are all these expectations put on us, and if we don’t rise to someone else’s standard—or we don’t put the mascara on—we’re not beautiful enough or smart enough or whatever-enough,” she says. “It’s a bunch of bullshit.” Don’t like wearing mascara? Stop the wedding! Stop wearing mascara!
One thing she won’t stop wearing? Her signature scent. “I started wearing it when I was working with @finneas on ‘The Dream’ for @wearethefavors. I’ve always liked having a scent when I’m working on a record so that when I spray it later, it takes me back to that time. But I fell in love with it so much that I wear it all the time now, so I kind of screwed myself because every era smells the same.”
Find the perfume—and more of her #ITGTheFace—at the link in bio.
ITG Editor: @daisebedolla
Director, Social, Editorial & Content: @ashley.weatherford
Photos: @juliakokernak
30 Oct 2026
Your sign to switch up your eye makeup. Our favorite colors for the season are at the link in bio.
28 Oct 2026
Best month of the year 😅 @steinbergdrawscartoons
24 Oct 2026
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