When you write online or talk to someone about grammar, you’ll see people trip over its self and itself all the time.
The confusion looks small on paper but it changes meaning in a big way. You’ll learn everything you need to use both forms with confidence.
You’ll also see why one form is standard and the other appears only in special contexts.
Let’s dive in and clear it up step by step.
Understanding “Its Self or Itself” — Why People Mix Them Up
If you’ve ever stared at a sentence and thought “Wait… is it its self or itself?” you’re not alone. These two look similar but function very differently.
You mix them up because:
- They both begin with its
- “Self” looks like it should form a reflexive pronoun
- Apostrophes in its / it’s add extra confusion
- Some old books actually do use “its self”
Once you understand reflexive pronouns and possessive pronouns, you’ll never doubt this again.
What “Itself” Actually Means (And Why It’s the Standard Form)
Let’s start with the word you’ll use 99% of the time: itself.
What Are Reflexive Pronouns?
A reflexive pronoun refers back to the subject of the sentence.
Examples include:
| Subject | Reflexive Pronoun |
|---|---|
| I | myself |
| You | yourself |
| He | himself |
| She | herself |
| It | itself |
| We | ourselves |
| They | themselves |
You use reflexive pronouns when:
- The subject and object are the same
- You want to add emphasis
Reflexive example:
- The cat cleaned itself.
Emphatic example:
- The machine started itself.
Notice how “itself” feels natural? That’s because English has one recognized reflexive form for “it.”
Key Features of “Itself”
You use “itself” when:
- Something acts on its own
- Something returns action to itself
- You add emphasis in a sentence
- The subject is non-human or non-gendered
Examples
- The door closed itself.
- The business rebuilt itself after bankruptcy.
- The device turns off itself after ten minutes.
These examples reflect everyday usage where “itself” is the correct and only standard choice.
How “Itself” Works in Real Sentences
Here are clear types of usage so you can see patterns.
Everyday Usage
- The baby bird pushed itself out of the shell.
- The system updates itself automatically.
Formal Usage
- The committee will review the proposal by itself.
Emphatic Usage
- The painting itself is a masterpiece, even without the frame.
When you read these out loud, “itself” sounds smooth and correct because English evolved to use it as one word.
Why “Its Self” Is Not Standard in Modern Grammar
Now let’s look at the troublemaker:
its self
It looks like the reflexive version of “it,” but it’s not.
Why “Its Self” Is Grammatically Wrong Today
Modern English recognizes only one reflexive form for “it”: itself.
“It’s self” and “its self” are not listed as reflexive forms in any modern grammar rulebook.
It’s wrong because:
- “Self” isn’t meant to follow “its” to form a reflexive pronoun
- Reflexive pronouns in English are compound words
- “Its” is a possessive pronoun, not a reflexive form
Using “its self” in regular writing will be marked incorrect.
When “Its Self” Does Appear (Rare but Valid Situations)
Even though it’s not a reflexive pronoun, “its self” isn’t completely useless.
You’ll find it in special contexts where self is treated as a separate noun meaning:
- identity
- essence
- being
- spiritual self
In these cases, “its” simply acts as a possessive pronoun modifying the noun self.
Examples from philosophical, psychological, or religious writing
- The mind seeks to understand its self, not just the world around it.
- Every system evolves toward its self, its purpose, and its identity.
- The soul returns to its self, free from external influence.
Here, self means something deeper than reflexive grammar. It stands alone as a concept.
Historical Examples
Older English sometimes separated reflexives:
- him self
- her self
- your self
- my self
As the language evolved, these forms merged into single words.
“itself” was standardized the same way.
So yes, “its self” can appear in writing—but only when “self” is used as a philosophical noun.
Clear Examples of Correct “Its Self” Usage
Here are correct uses when “self” = “identity or inner being”:
- The machine has lost its self, operating without purpose.
- The creature became aware of its self for the first time.
- The brand is reinventing its self as a modern lifestyle company.
Here, “self” is not a reflexive pronoun. It’s a standalone noun.
Clearing Up a Related Confusion: “Its” vs. “It’s”
People often confuse these because of the apostrophe.
“Its” = Possessive Pronoun
Meaning: belongs to it
Examples:
- The dog wagged its tail.
- The company increased its revenue.
“It’s” = Contraction
Meaning:
- it is
- it has
Examples:
- It’s raining. → It is raining.
- It’s been two years. → It has been two years.
If you can replace it with “it is” or “it has,” use it’s.
Common Mistakes
Wrong:
- Its going to rain.
- The cat drank it’s milk.
Correct:
- It’s going to rain.
- The cat drank its milk.
Why “Its” Has No Apostrophe in Possession
English possessive pronouns never use apostrophes:
| Pronoun | Possessive | Reflexive |
|---|---|---|
| he | his | himself |
| she | her | herself |
| they | their | themselves |
| it | its | itself |
So “its” already functions like “his” or “her,” which also don’t use apostrophes.
Quick Tests to Avoid Errors
Use these mental shortcuts:
Substitution Test
Replace it’s with “it is.”
If it makes sense, keep the apostrophe.
If not, remove it.
Ownership Test
If something belongs to “it,” use its.
Reflexive Test
If the subject refers back to itself, use itself.
Easy and effective.
Examples to Strengthen Your Grammar with “Itself”
Here are practical examples you can model.
Correct sentences
- The project completed itself thanks to smart automation.
- The mirror reflects itself infinitely.
Incorrect sentences
- The project completed its self. (wrong)
- The mirror reflects it’s self. (wrong)
Once you see them side-by-side, the difference becomes crystal clear.
Practice Exercises
Try these to lock it in.
Choose the right word: its, it’s, or itself
- The computer restarted ______.
- I think ______ time for dinner.
- The tree lost ______ leaves early this year.
- The device protects ______ by shutting down.
- The company changed ______ strategy.
Answers
- itself
- it’s
- its
- itself
- its
Case Study: How One Misused Word Changed a Brand Message
A tech startup launched a campaign:
“Reinventing Its Self for the Future.”
Customers assumed:
- the company made a grammar error
- the brand wasn’t professional
- the message felt unpolished
After correcting it to:
“Reinventing Itself for the Future.”
Engagement increased. The message felt confident and intentional.
One missing space changed the entire tone.
Expert Grammar Tip
“If you’re not discussing identity, essence, or being, don’t use ‘its self.’ Use ‘itself.’”
This rule alone will keep your writing clean and correct.
FAQs
What does “itself” mean in grammar?
“Itself” is a reflexive pronoun used when the subject and object are the same.
When should you use “its self”?
Use “its self” only when “self” is a standalone noun referring to identity or essence (rare).
What’s the difference between “its” and “it’s”?
“Its” shows possession while “it’s” is a contraction for “it is” or “it has.”
How can I avoid mixing up “its” and “it’s”?
Use the substitution test: replace “it’s” with “it is.” If it works, keep the apostrophe.
Why is there no apostrophe in “its” for possession?
Because “its” follows the same pattern as “his” and “hers,” which also don’t use apostrophes.
Conclusion
You now understand the real difference between its self and itself, and you know why one is standard grammar while the other appears in rare philosophical or historical contexts.
With a clear sense of reflexive pronouns, possessive pronouns, and apostrophe rules, you’ll use these forms correctly every time.
Remember:
- Use “itself” for reflexive meaning.
- Use “its self” only when “self” is a standalone noun.
- Use “its” for possession.
- Use “it’s” only as a contraction.
Master these and your writing will instantly look sharper, smarter, and more polished.
Aiden Brooks is an educational writer dedicated to simplifying grammar for learners of all levels. He creates clear, practical explanations that help students read, write, and understand English with confidence.
