The new Wide Field Camera 3/IR observations on the Hubble Ultra-Deep Field started investigating the properties of galaxies during the reionization epoch. To interpret these observations, we present a novel approach inspired by the conditional luminosity function method. We calibrate our model to observations at z=6 and assume a non-evolving galaxy luminosity versus halo mass relation. We first compare model predictions against the luminosity function measured at z=5 and z=4. We then predict the luminosity function at z>=7 under the sole assumption of evolution in the underlying dark-matter halo mass function. Our model is consistent with the observed z>6.5 galaxy number counts in the HUDF survey and suggests a possible steepening of the faint-end slope of the luminosity function: alpha(z>8)< -1.9 compared to alpha=-1.74 at z=6. Although we currently see only the brightest galaxies, a hidden population of lower luminosity objects (L/L_{*}> 10^{-4}) might provide >75% of the total reionizing flux. Assuming escape fraction f_{esc}~0.2, clumping factor C~5, top heavy-IMF and low metallicity, galaxies below the detection limit produce complete reionization at z>8. For solar metallicity and normal stellar IMF, reionization finishes at z>6, but a smaller C/f_{esc} is required for an optical depth consistent with the WMAP measurement. Our model highlights that the star formation rate in sub-L_* galaxies has a quasi-linear relation to dark-matter halo mass, suggesting that radiative and mechanical feedback were less effective at z>6 than today. Comment: 16 pages, ApJL accepted