IN2IT girl is young, down-to-earth, frank and independent. She is an experimentor and uses all types of cosmetics. She uses more make-up than the average girl and is often up to date with developments in the category. She is more adventurous than her colleagues when it comes to experimenting with new brands.

IN2IT girl is not always influenced by brand imagery and believes that lower priced cosmetics are likely to be just as good as higher priced cosmetics. She loves to try many items and has a limited budget. She will try any brand so long as the colours are suitable for her and the prices are within her budget.