As any Gossip Girl fan can tell you, Blair and Serena wear more lip gloss than all of the Spice Girls combined.

This makeup trend is also embraced by actual socialites, whose various Patrick McMullan poses require a Sephora overdose for maximum glamour and don’t-you-want-to-be-me power.

Today, WWD acknowledges these women as aspirational inspirations for a handful of makeup companies. These brands think the tastemaking power of Tinsley, Fabiola, and the rest of the UES pack is comparable with actual celebrities, and they’re prepared to compensate accordingly:

Dior Beauty is going public with its Tinsley Mortimer partnership - she’s their “beauty ambassador,” alongside Charlize Theron, the face of their fragrance. Mortimer’s fee goes to charity. Meanwhile, Lucy Sykes Rellie just signed up to consult for Blow, the West Village salon specializing in hot air. Similar deals exist with Byrdie Bell (left) and Orlane, and Lydia Hearst and Sephora, and Julia Restoin Roitfeld and Tom Ford’s fragrance, Black Orchid. And we can just see Jessica Joffe as the face of some skin cream, since her face is so glowy and fresh.

But will there ever be a socialite linked to a Botox brand? In public, we mean, of course…