Fast forward to now. The internet is no longer shiny and new, and the allure of chatrooms has faded into digital nostalgia. But the marketing mechanisms that push the next new thing, whether we’re talking about “it girls” in New York City or “it ingredients” in beauty products, persist, propelling certain ingredients into the limelight. Just like the socialites of the past, these ‘it ingredients’ are celebrated for their novelty and promise, becoming the center of attention in a constantly evolving landscape of trends and consumer desires. Simply put, it’s no coincidence that everyone was adding retinol to their routines back in 2019, or that niacinamide is suddenly everywhere.