As a woman who has been addicted to YouTube for the past several years, I must give credit to the amazing YouTube gurus for teaching me how to do my own box braids, faux locs, search and destroy trim method, a wide array of makeup looks and giving me a ton of vegan and vegetarian meal ideas. Not to mention teaching me how to make some bomb vegan nacho cheese!
While I've always looked to YouTube for hair and makeup styling tips, I must say there are hundreds and thousands of YouTubers out there that have amazing content, we just probably haven't heard of them. With YouTube often offering suggestions to watch beauty bloggers with well over 50K views per video, it's no wonder why so many talented, quirky, and informal beauty bloggers go unnoticed.
After realizing that I was literally watching the same people day in and out, I decided to start searching for less-known YouTube beauty gurus and I'm glad I did because I came across some gems (and some ladies who aren't quite so green, but deserve a shoutout too.) If you too have never heard of these ladies, it's time you did! Click through the gallery below to check out 20 of my new favorite black beauty gurus.
1.Chante Jackson
Ohio native, professional makeup artist and beauty vlogger Chante Jackson has been making a splash in Los Angeles with photoshoots, fashion shows, and giveaways. Though she's only been in LA for a few short years, she already has a few celebrity clients under her belt and is consistently growing her YouTube channel to include hair reviews, styling, and makeup looks.
2.Jai Marii
Beauty lover, wife, and mother Jai Marii takes us along the ride with her as she explores ways to keep her natural hair protected through styling, letting us know the best weaves and wigs for protective hair styles along with makeup looks and mommy confessions.
3.Amy Coker
This gorgeous beauty vlogger promotes being your own kind of beautiful as she shows subscribers how to slay wigs from $20 to $200, lets subbies know the best foundations for dark skin, and tries on the latest fashions from online retailers.
4.Chrissy Brown
Beauty, fashion, and wigs, wigs, wiggggssss is this gorgeous vlogger's topics of choice on her channel. With only a year in the YouTube game, Chrissy Brown (aka dizastrousbeauty), who is also a wife, mother, and nurse, has over 500,000 views and is constantly making her subbies spend their last coins on wigs to try and mimic this fashionista's effortless style.
5.Sheba
From weight loss challenges and motivation to wig and weave styling, giveaways, and reviews, xoxoSheba consistently shells out quality content to her subbies and leaves them all wanting more!
6.AshecaLee
Fellow cat hater, writing lover, makeup enthusiast, and proud Jamaican AshecaLee shares her beauty and hair secrets, gives holiday looks, reviews, and try-ons on her channel devoted to all things beauty.
7.Chagi Malith
Sudanese beauty Chagi Malith does it all! From DIY to travel blogs, to her relationship with God along with all things hair, makeup, and beauty, Chagi takes her subbies on trips across the globe during her travels and brings them back home where she discusses, life, love, and beauty!
8.Ashley Claire
New York beauty blogger/vlogger and nursing major, Ashley Claire makes beauty look easy with tons of makeup tutorials that glam up the everyday look as she teaches her subbies to enhance their natural beauty.
9.Dyan Tucker
Hair reviews, giveaways, Get Ready With Me chit chats, wig styling, and nipple piercings?! This beauty blogger is not shy when it comes to letting her subbies in on her life and teaching them how to lay their edges while doing so.
10. Slim Reshae
Model, YouTuber, and all around beauty, Slim Reshae shares her natural hair styling and maintaining tips, her secrets to making money on YouTube, does try-on hauls, and showcases her loving family, all while looking gorgeous.
11. Bri Hall
This natural hair cutie doesn't mind switching her hair up at a moment's notice and lets us all in on exactly how she colored, styled, straightened, or cut it each time. In addition to hair and makeup looks, Bri is always a talented artist who gives her viewers a firsthand look at her amazing drawings.
12. Jayla Koriyan
Weekend adventures, luxurious shopping, and exotic vacations, Jayla invites her subscribers into her glamorous life with her vlog channel dedicated to fun, beauty, and her adventures. In addition to lifestyle, Jayla also has a channel dedicated to fashion try-hauls, makeup reviews, and wig reviews.
13. Ambrosia Malbrough
From messy buns to groomed brows, Ambrosia Malbrough keeps her viewers looking just as fly as she does with tons of natural styling tips and tricks to keep your curls looking good even on day 4! In addition to hair styling, Ambrosia also lets us in on all of her skincare secrets that keep her gorgeous skin glowing.
14. Jaleesa Moses
Jaleesa Moses just seems like the type of friend you can talk to for hours with no judgement, only understanding. This beautiful spirit keeps her viewers updated with her natural hair styles, exotic trips, makeup looks, and skincare routines.
15. Laila-Jean
If you want to know how to cut and shape your natural hair, the best clay masks to try or how to unlock your full growth potential, Fusion of Cultures has got you covered. In addition to hairstyling tips, this natural beauty also takes her viewers along the ride on her exotic trips.
16. AlwaysAmeera
From reviews of HBO's insecure to gym day routines and drugstore hauls, AlwaysAmeera teaches her subbies to slay wigs while maintaining and toning their figures, and I'm all the way here for it!
17. Chamar Moore
Easily one of my favorite YouTubers, Chamar Moore gives off best friend vibes in all of her videos. From breakup stories and 90's R&B playlists, to her cutting off her gorgeous long hair and dying her short hair pink and blonde, this beauty definitely keeps things interesting in all of her videos!
18. Diamond Candy TV
Diamond Candy TV is definitely hair-crush worthy. This natural beauty gives overnight hair care tips, wash day routines, and various styling methods to her loyal subbies.
19. Miss Erin Yvette
College girl and wig, weave and braid slayer, Miss Erin Yvette gives her subbies hair and beauty advice while letting them know the best places to shop with her try-on hauls.
20. Angwi Tacho
If you live for fashion like Angwi Tacho, you will definitely get your life the moment you visit her channel. This fashion lover does tons of try-on hauls from swimsuits to clubwear and closet essentials. Angwi is definitely one to watch if you're ever looking for fashion inspo.
Who are some beauty YouTubers on your radar? Share them below.
- 9 Black Beauty Bloggers To Follow On Instagram ›
- Meet the Black beauty YouTubers redefining the industry | Revelist ›
- 10 Best Black Beauty Bloggers We're Obsessed With - theFashionSpot ›
- 9 Black Beauty Vloggers You Should Be Following On YouTube ... ›
- 5 BLACK BEAUTY BLOGGERS TO KNOW – Bronze Magazine ›
- 7 brilliant beauty blogs & vlogs for darker skin tones ›
- How These Black YouTubers Are Changing the Beauty Vlogging ... ›
- African Beauty Bloggers You Need To Know | Essence.com ›
- 14 Black Beauty Vloggers You Need to Follow Now For Major ... ›
RELATED
So, we handpicked one hundred It Girls who embody that palpable It Factor moving through us as young Black women, the kind of motion lighting up the world both IRL and across the internet.
It Girl 100 became xoNecole’s most successful program, with the hashtag organically reaching more than forty million impressions on Instagram in just twenty-four hours. Yes, it caught on like wildfire because we celebrated some of the most brilliant and influential GenZennial women of color setting trends and shaping culture. But more than that, it resonated because the women we celebrated felt seen.
Many were already known in their industries for keeping this generation fly and lit, but rarely received recognition or flowers. It Girl 100 became a safe space to be uplifted, and for us as Black women to bask in what felt like an era of our brilliance, beauty, and boundless influence on full display.
And then, almost overnight, it was as if the rug was pulled from under us as Black women, as the It Girls of the world.
Our much-needed, much-deserved season of ease and soft living quickly metamorphosed into a time of self-preservation and survival. Our motion and economic progression seemed strategically slowed, our light under siege.
The air feels heavier now. The headlines colder. Our Black girl magic is being picked apart and politicized for simply existing.
With that climate shift, as we prepare to launch our second annual It Girl 100 honoree list, our team has had to dig deep on the purpose and intention behind this year’s list. Knowing the spirit of It Girl 100 is about motion, sauce, strides, and progression, how do we celebrate amid uncertainty and collective grief when the juice feels like it is being squeezed out of us?
As we wrestled with that question, we were reminded that this tension isn’t new. Black women have always had to find joy in the midst of struggle, to create light even in the darkest corners. We have carried the weight of scrutiny for generations, expected to be strong, to serve, to smile through the sting. But this moment feels different. It feels deeply personal.
We are living at the intersection of liberation and backlash. We are learning to take off our capes, to say no when we are tired, to embrace softness without apology.
And somehow, the world has found new ways to punish us for it.
In lifestyle, women like Kayla Nicole and Ayesha Curry have been ridiculed for daring to choose themselves. Tracee Ellis Ross was labeled bitter for speaking her truth about love. Meghan Markle, still, cannot breathe without critique.
In politics, Kamala Harris, Letitia James, and Jasmine Crockett are dragged through the mud for standing tall in rooms not built for them.
In sports, Angel Reese, Coco Gauff, and Taylor Townsend have been reminded that even excellence will not shield you from racism or judgment.
In business, visionaries like Diarrha N’Diaye-Mbaye and Melissa Butler are fighting to keep their dreams alive in an economy that too often forgets us first.
Even our icons, Beyoncé, Serena, and SZA, have faced criticism simply for evolving beyond the boxes society tried to keep them in.
From everyday women to cultural phenoms, the pattern is the same. Our light is being tested.
And yet, somehow, through it all, we are still showing up as that girl, and that deserves to be celebrated.
Because while the world debates our worth, we keep raising our value. And that proof is all around us.
This year alone, Naomi Osaka returned from motherhood and mental health challenges to reach the semifinals of the US Open. A’ja Wilson claimed another MVP, reminding us that beauty and dominance can coexist. Brandy and Monica are snatching our edges on tour. Kahlana Barfield Brown sold out her new line in the face of a retailer that had been canceled. And Melissa Butler’s company, The Lip Bar, is projecting a forty percent surge in sales.
We are no longer defining strength by how much pain we can endure. We are defining it by the unbreakable light we continue to radiate.
We are the women walking our daily steps and also continuing to run solid businesses. We are growing in love, taking solo trips, laughing until it hurts, raising babies and ideas, drinking our green juice, and praying our peace back into existence.
We are rediscovering the joy of rest and realizing that softness is not weakness, it is strategy.
And through it all, we continue to lift one another. Emma Grede is creating seats at the table. Valeisha Butterfield has started a fund for jobless Black women. Arian Simone is leading in media with fearless conviction. We are pouring into each other in ways the world rarely sees but always feels.
So yes, we are in the midst of societal warfare. Yes, we are being tested. Yes, we are facing economic strain, political targeting, and public scrutiny. But even war cannot dim a light that is divinely ours.
And we are still shining.
And we are still softening.
And we are still creating.
And we are still It.
That is the quiet magic of Black womanhood, our ability to hold both truth and triumph in the same breath, to say yes, and to life’s contradictions.
It is no coincidence that this year, as SheaMoisture embraces the message “Yes, And,” they stand beside us as partners in celebrating this class of It Girls. Because that phrase, those two simple words, capture the very essence of this moment.
Yes, we are tired. And we are still rising.
Yes, we are questioned. And we are the answer.
Yes, we are bruised. And we are still beautiful.
This year’s It Girl 100 is more than a list. It is a love letter to every Black woman who dares to live out loud in a world that would rather she whisper. This year’s class is living proof of “Yes, And,” women who are finding ways to thrive and to heal, to build and to rest, to lead and to love, all at once.
It is proof that our joy is not naive, our success not accidental. It is the reminder that our light has never needed permission.
So without further ado, we celebrate the It Girl 100 Class of 2025–2026.
We celebrate the millions of us who keep doing it with grace, grit, and glory.
Because despite it all, we still shine.
Because we are still her.
Because we are still IT, girl.
Meet all 100 women shaping culture in the It Girl 100 Class of 2025. View the complete list of honorees here.
Featured image by xoStaff
Then there were those who gave up their zip code altogether and found a permanent home in the skies. After years spent recruiting students for a university, Lisa-Gaye Shakespeare became a full-time travel influencer and founded her travel company, Shakespeare Agency. And she's not alone.
These stories mirror the experiences of women across the world. For millions, the pandemic induced a seismic shift in priorities and desires. Corporate careers that were once hailed as the ultimate “I made it” moment in one's career were pushed to the back burner as women quit their jobs in search of a more self-fulfilling purpose.
xoNecole spoke to these three Black women who used the pandemic as a springboard to make their wildest dreams a reality, the lessons they learned, and posed the question of whether they’ll ever return to cubicle life.
Answers have been edited for context and length.
xoNecole: How did the pandemic lead to you leaving the cubicle?
Randi: I was becoming stagnant. I was working in mortgage and banking but I felt like my personality was too big for that job! From there, I transitioned to radio but was laid off during the pandemic. That’s what made me go full throttle with entrepreneurship.
Gabrielle: I moved around a lot for work. Five times over a span of seven years. I knew I needed a break because I had experienced so much. So, I just quit one day. Effective immediately. I didn’t know what I was going to do, I just knew I needed a break and to just regroup.
Lisa-Gaye: I was working in recruiting at a university and my dream job just kind of fell into my lap! But, I never got to fully enjoy it before the world shut down in March [2020] and I was laid off. On top of that, I was stuck in Miami because Jamaica had closed its borders due to the pandemic before I was able to return.
Randi O
xoN: Tell us about your journey after leaving Corporate America.
Randi: I do it all now! I have a podcast, I’m an on-air talent, I act, and I own a public relations company that focuses on social media engagement. It’s all from my network. When you go out and start a business, you can’t just say, “Okay I’m done with Corporate America,” and “Let me do my own thing.” If you don’t build community, if you don’t build a network it's going to be very hard to sustain.
Gabrielle: I realized in New York, there was not a lot to do for Black lesbians and queer folks. We don’t really have dedicated bars and spaces so I started doing events and it took off. I started focusing on my brand, Raw Honey. I opened a co-working space, and I was able to host an NYC Pride event in front of 100,000 people. I hit the ground running with Raw Honey. My events were all women coming to find community and come together with other lesbians and queer folks. I found my purpose in that.
Lisa-Gaye: After being laid off, I wrote out all of my passions and that’s how I came up with [my company] Shakespeare Agency. It was all of the things that I loved to do under one umbrella. The pandemic pulled that out of me. I had a very large social media following, so I pitched to hotels that I would feature them on my blog and social media. This reignited my passion for travel. I took the rest of the year to refocus my brand to focus solely on being a content creator within the travel space.
Gabrielle
xoN: What have you learned about yourself during your time as an entrepreneur?
Randi: [I learned] the importance of my network and community that I created. When I was laid off I was still keeping those relationships with people that I used to work with. So it was easy for me to transition into social media management and I didn’t have to start from scratch.
Gabrielle: The biggest thing I learned about myself was my own personal identity as a Black lesbian and how much I had assimilated into straight and corporate culture and not being myself. Now, I feel comfortable and confident being my authentic self. Now, I'm not sacrificing anything else for my career. I have a full life. I have friends. I have a social life. And when you are happy and have a full quality of life, I feel like [I] can have more longevity in my career.
Lisa-Gaye: [I'm doing] the best that I've ever done. The discipline that I’m building within myself. Nobody is saying, ‘Oh you have to be at work at this time.’ There’s no boss saying, ‘Why are you late?’ But, if I’m laying in bed at 10 a.m. then it's me saying [to myself], 'Okay, Lisa, get up, it's time for you to start working!’ That’s all on me.
xoNecole: What mistakes do you want to help people avoid when leaving Corporate America?
Randi: You have to learn about the highs and lows of entrepreneurship. You have a fast season and a slow season and I started to learn that when you're self-employed the latter season hits hard. Don't get caught up on the lows, just keep going and don't stop. I’m glad I did.
Gabrielle: I think everyone should quit their job and just figure it out for a second. You will discover so much about yourself when you take a second to just focus on you. Your skill set will always be there. You can’t be afraid of what will happen when you bet on yourself.
Lisa-Gaye: When it comes to being an influencer the field is saturated and a lot of people suffer from imposter syndrome. There is nothing wrong with being an imposter but find out how to make it yours, how to make it better. If you go to the store, you see 10 million different brands of bread! But you are choosing the brand that you like because you like that particular flavor.
So be an imposter, but be the best imposter of yourself and add your own flair, your own flavor. Make the better bread. The bread that you want.
Lisa-Gaye Shakespeare
xoNecole: Will you ever return to your 9 to 5?
Randi: I wouldn’t go back to Corporate America. But I don’t mind working under someone. A lot of people try to get into this business saying, “I can't work under anyone.” That’s not necessarily the reason to start a business because you're always going to answer to somebody. Clients, brands, there’s always someone else involved.
Gabrielle: I went back! I really needed a break and I gave myself that. But, I realized I’m a corporate girl, [and] I enjoy the work that I do. I’m good at it and I really missed that side of myself. I have different sides of me and my whole identity is not Raw Honey or my queerness. A big side of me is business and that’s why I love having my career. Now I feel like my best self.
Lisa-Gaye: I really don’t. For right now, I love working for myself. It's gratifying, it's challenging, it's exciting. It’s a big deal for me to say I own my own business. That I am my own boss, and I'm a Black woman doing it.
Let’s make things inbox official! Sign up for the xoNecole newsletter for love, wellness, career, and exclusive content delivered straight to your inbox.
Featured image courtesy of Lisa-Gaye Shakespeare
Originally published on February 6, 2023