They say beauty is in the eye of the beholder, but we all know that it’s really the rulers of the Upper East Side that set that bar. After all, Gossip Girl styles are still trending, 10 years later.

Here’s what it would look like if the main Gossip Girl characters created their own beauty brands.

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Serena:

New York’s favorite Upper East Side It Girl creates a collection of beauty products dedicated to haircare and skincare. Her brand is largely inspired by her two beauty staples: flowing hair and glowing skin. Serena is a major fan of effortless, understated glamour, so it’s no surprise to see this reflected in her beauty line.

All the items are easy-to-use and help achieve an effortlessly undone look in a snap! Bestsellers include her “Damage Control” keratin hair mask, “Blonde Bombshell” texturizing spray, and “Glow Goddess” illuminating moisturizer. Another fan favorite is her “Kiss on the Lips” lip balm. The release of her collection is so massively successful that Serena plans to expand into hair tools.

Blair:

Blair initially has plans only for a makeup line inspired by Old Hollywood glamour, but then thinks, why stop at just makeup? Why not go for it all? Queen B creates a skincare and haircare line last-minute, and with her persuasive “negotiation skills,” manages to release all three collections on time.

Her lipstick line attracts the most attention, and a glossy red lipstick called “Waldorf Wonder” quickly emerges as a customer favorite. Standout products include a brown-bronze neutral eyeshadow quad in “Fear Me” and the perfume “Bow to the Right” (encased in a bow shaped bottle, obviously). In typical Blair fashion, she’s already thought ahead about expanding her brand. She plans to release a nail polish line this coming winter.