
OK. Before we dive into this particular topic, let me just say that 1) a lot of this data was cited before the pandemic (which means that not having sex because of COVID doesn't really fly here) and 2) if you're someone who's having less sex because you're abstinent by choice, believe me, I get it (check out "I've Been Abstinent For 12 Years. Here's How."). Still, because I am a fan of sex, I write A LOT about sex and I work with couples who should be having sex (also check out "What You Should Do If You Find Yourself In A Sexless Marriage"), when I noticed that there was article after article after article that said Americans are having less sex than they've had in quite some time—not only did it pique my curiosity, I knew that I had to share it with y'all. Because sometimes, it's not until something is specifically brought to our attention, that we'll even notice that it very well could personally apply to what we've currently got going on.
Anyway, some folks are calling this coitus valley a sex recession. Others, a sex depression. Either way, let's explore what in the world is going on—or rather, not going on—in so many bedrooms across the country, so that we can make sure that you don't become a statistic (if you don't wanna be).
Who’s Having Less Sex and Why?
Now, before you assume that the people who are having less sex are your grandparents, let me debunk that myth, right out of the gate. Believe it or not, there is something that's literally known as the 70-year itch. Not only that but a Duke University study revealed that around 20 percent of seniors over the age of 65 said that they are currently having better sex than they ever have in their entire life. Also, according to an AARP study, among those who are between the ages of 45-59, 56 percent said they are gettin' it in at least once a week and 46 percent of those between the ages of 60-70 and 34 percent of people over 70 said the same.
So, who is showin' out on the inaction tip right through here? You might be surprised.
Between June of 2019 and June of 2020, 1 in 3 men between the ages of 18-24 said that, not only had they not had sex during that time, they didn't participate in any sexual activity at all. (Wow.)
Next up. Millennials (those are people who were born between 1981-1996). They are actually the reason why the term "sex recession" was coined. The drop in their sex life went from 62 to 54 times a year, on average.
Then there's married folks. A June 2020 study that was published on The Knot said that 24 percent of the individuals who took part in their survey had sex four times a week before marriage; those same folks dropped down to nine percent after saying "I do", although it should go on record that 62 percent of men and 47 percent of women did wish that they were having sex more often.
So, why aren't these people doing-the-do more often than this? As I dug even deeper, it appears that several factors come into play:
While it would be awesome to put it all on the stress and pressure that come with work demands, guess what? Actually, it's the couples who are the busiest who seem to have sex the most.
Younger folks? It would appear that many are struggling with adulting on a whole 'nother level. In fact, some data says that because so many individuals between the ages of 18-24 are taking longer and longer to live an independent life, it's ultimately taking a toll on their sex life.
I'm not shocked in the least that social media and constant online interaction are doing some real damage. Not only is it causing some people to become overstimulated, many are actually getting used to the idea of solely interacting with other people on their smartphone and laptops instead of engaging in face-to-face interaction. Plus, there are other studies which say that social media can trigger depression-related symptoms, not to mention what always taking in photoshopped and filtered images can do to one's sexual self-confidence.
Don't even get me started on all of the questions I've got about "Americans aren't making enough babies to replace ourselves". It's almost like sex has become so recreational that folks forgot that it is how we populate the earth too (SDMH). Anyway, having less of a desire to have children plays a role in less copulation as well.
For married folks and couples who live together, there's also the sleep divorce thing. This is when couples make the conscious decision to not share the same bed. Some do it because one or both individuals snore. Some do it because they've got different sleep or nighttime patterns overall. Others do it simply to get some "me" time or space. Anyway, it would appear that these are on the rise. While some researchers say it could benefit sex lives overall, other experts think that it is just one more thing that makes sex more…complicated.
And then there's our diet. Aside from how much a lot of us eat sugar, salt and processed foods and all of this can throw our libido way off, 36.5 percent of Americans are considered to be obese while 32.5 percent are considered to be overweight. When we as women fall into this category, it can put our hormones into a tailspin. When men do, it ups their chances for high blood pressure and erectile dysfunction.
Gee. When you take all of this into account, it makes more and more sense why less of us are having sex, doesn't it? At the same time, these stats aren't something that you've got to—pardon the pun—lie down and take. Thankfully, there are some things that you can do to keep this from becoming an issue in your own home.
5 Tips to Keep Your Sex Life Going Strong
1. Be intentional about having more sex. Sex doesn't just happen. We have to make it happen. And to make something happen, there has to be a plan. That's why I find it so fascinating that some people frown upon scheduling sex. Why? You get paid on pay day because you go to work at a certain time. You are able to get a lot of things accomplished because you plan them out to happen at a certain time. Don't let these rom-coms fool you—sex oftentimes needs to have a schedule because there are only so many hours in the day as well. Besides, we typically prioritize what matters to us, so if you want to have a healthy sex life, be intentional about having sex. To do so regularly and consistently, sometimes that requires a sex schedule—and then following through with it.
2. Connect emotionally, not just physically. When sex is just a physical matter, it's pretty easy to have sex with pretty much anyone. Know what else? It's also fairly easy to become bored and feel somewhat of a disconnect, even from the act itself. That's why it's important to make sure that you're doing your part to secure an emotional connection with your partner. Go on dates. Have meaningful conversations. Learn the art of mental foreplay. Cultivate intimacy outside of the bedroom. Laugh together. There are some people I've been in relationships with where, I dug them so much on the mental and emotional tip that sex—including the amount—was never an issue. I was pretty much always down. If you're in a relationship and your sex life is tanking, what's your emotional connection like? The answer to that question can reveal a lot.
3. Unplug more often. There are some studies that say that it's because of social media that cheating is on the rise. Honestly, I think social media addiction is a far bigger relationship culprit because, if you're more interested in what's happening out on these Instagram and Black Twitter streets than what's transpiring in your own life, at the end of the day, that's a problem. And how do you know if you're addict in this area? If checking social media is the first and last thing that you do every day. If you can't turn your notifications off. If you think you would just die without your phone being in your room at night or you can't even imagine going a weekend without being online. If you're neglecting other priorities to be on social media. Sometimes, we don't realize how attached we are to something until we decide to go without it. If you take out this upcoming weekend to "unplug", you might be floored by, not just how much more free time you've got but how much time you have to do…other things. #wink
4. Take care of your health. Feeling lethargic, to the point where sex totally disinterests you, isn't just some random occurrence. It could be your diet ("So, Here's What Your Diet Says About Your Sex Life"). It could be that your sleep patterns are all over the place. It could be that your hormone levels are imbalanced. It could be that you need to exercise. It could even be something that is related to your mental health; something that could benefit from a therapist/counselor/coach working with you to sort it all out. Remember how I mentioned earlier that depression and being overstimulated can play a role in one's libido drop? Sometimes you can't fix those things on your own. Sometimes you need a professional's assistance—and there's absolutely nothing wrong with that. What is wrong is knowing that something is beyond your own capacity and not seeking out some reputable help.
5. Talk it out. Finally, talk to your partner; especially if you're in a long-term relationship. While everyone's sex cycles and patterns are different, if you feel like your sexual needs aren't being met, there's a chance that your partner may either sense that to be the case or feel the same way as you do. And here's the thing—one of the absolute best aphrodisiacs is open and honest communication. That's why it's so important to do it. Often.
Less folks are having sex. There's plenty of proof to support this fact. Now you know why and what you can do to prevent that from being a reality that you can personally relate to. Besides, it would be a shame if your grandparents were blowing you out of the water on the sex tip. From the stats that I've seen, it's not as far-fetched as you might think. Crazy, huh? Hmph.
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Because We Are Still IT, Girl: It Girl 100 Returns
Last year, when our xoNecole team dropped our inaugural It Girl 100 honoree list, the world felt, ahem, a bit brighter.
It was March 2024, and we still had a Black woman as the Vice President of the United States. DEI rollbacks weren’t being tossed around like confetti. And more than 300,000 Black women were still gainfully employed in the workforce.
Though that was just nineteen months ago, things were different. Perhaps the world then felt more receptive to our light as Black women.
At the time, we launched It Girl 100 to spotlight the huge motion we were making as dope, GenZennial Black women leaving our mark on culture. The girls were on the rise, flourishing, drinking their water, minding their business, leading companies, and learning to do it all softly, in rest. We wanted to celebrate that momentum—because we love that for us.
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
It Girl 100 Class Of 2025: Meet The Empire Builders You Need To Know
She's a boss, and she's minding the business that pays her. Literally and figuratively.
Whether she's launching her next business venture, turning passion projects into paper, or building her side hustle into a legacy, she's proof that visionary women don't wait for a seat at the table. She builds her own, then pulls up a chair for the next woman. The empire-builders of xoNecole's 2025 It Girl 100 lead with purpose and profit, spinning their "why" into wealth.
This year's It Girl 100 is a mosaic of brilliance, spotlighting entrepreneurs, cultural disruptors, beauty visionaries, and boundary-pushing creatives who embody the spirit of "Yes, And." This digital celebration honors the women who embrace every facet of themselves, proving you can chase the bag and still honor your desire to live life softly.
The women repping for the Business category are empire builders shaping the next generation of entrepreneurship, as founders, investors, and CEOs, shifting culture while expanding their brands and their net worth.
Here's the roll call for xoNecole's It Girl 100 Class of 2025: Business.

Artist and Founder of GROWN Media Kaya Nova
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Kaya Nova
Her Handle: @thekayanova
Her Title: Artist and Founder, GROWN Media
Who's That It Girl: Kaya Nova is the artist-entrepreneur whose voice bridges melody and empowerment as the founder of GROWN Mag and GROWN Media. We celebrate her for turning her artistry into activism, creating music and experiences that honor womanhood, vulnerability, and the beauty of becoming your full self.
Her "Yes, And" Statement: "Yes, I'm multitalented and I'm powerful beyond measure."

Founder and CEO of Vineyard Icon Erin Goldson
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Erin Goldson
Her Handle: @eringoldson
Her Title: Founder and CEO of Vineyard Icon
Who's That It Girl: We are inspired by Erin Goldson, brand marketer and founder of Vineyard Icon, a platform celebrating Martha’s Vineyard culture and creativity. She blends strategy and community building with effortless polish to turn ideas into impact.

Founder and CEO, My Happy Flo Necole Kane
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Necole Kane
Her Handle: @hellonecole
Her Title: Founder and CEO, My Happy Flo
Who's That It Girl: Necole Kane is a media mogul and entrepreneur who founded NecoleBitchie.com and xoNecole.com. She now leads feminine wellness brand My Happy Flo, advocating for women's hormonal health through plant-based supplements and holistic solutions.

FORVR MOOD Co-Founder and Content Creator Jackie Aina
Credit: Kirstin Enlow
Jackie Aina
Her Handle: @jackieaina
Her Title: FORVR MOOD Co-Founder and Content Creator
Who's That It Girl: A trailblazer who changed the face of beauty forever, Jackie Asamoah built a legacy on authenticity and advocacy. We love her for redefining luxury through inclusion and for reminding women everywhere that self-care is a radical, joyful act.
Her "Yes, And" Statement: "Yes, I'm owning my power and finding balance in it."

Founder and Investor Shannae Ingleton Smith
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Shannae Ingleton Smith
Her Handle: @torontoshay
Her Title: Founder and Investor
Who's That It Girl: Shannae Ingleton Smith is President and Co-founder of Kensington Grey, an influencer agency representing 200+ creators. A former media sales executive, she now invests in creator-led startups, including 12PM Studios.
Her "Yes, And" Statement: "Yes, I’m breaking ceilings and expanding the table."

Founder of LORVAE De'arra Taylor
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De'arra Taylor
Her Handle: @dearra
Her Title: Founder of Fashion Brand LORVAE
Who's That It Girl: We celebrate De'arra Taylor as the founder and CEO of LORVAE, an eyewear brand built on reinvention, confidence, and bold individuality. Her creative direction turns sunglasses into statements and community into a lifestyle.

Founder of The Lip Bar Melissa Butler
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Melissa Butler
Her Handle: @melissarbutler
Her Title: Founder of The Lip Bar
Who's That It Girl: Melissa Butler transformed The Lip Bar from a kitchen concept into a multimillion-dollar movement. We honor her for challenging industry norms and proving that boldness, beauty, and business brilliance can coexist unapologetically.

Director of Cultural Strategy & Innovation Denetrias Charlemagne
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Denetrias “Dee” Charlemagne
Her Handle: @dcharlemagne
Her Title: Director of Cultural Strategy & Innovation, Walmart
Who's That It Girl: A powerhouse behind purpose-driven partnerships, Denetrias Charlemagne bridges culture and commerce at Walmart with grace and innovation. We honor her for amplifying representation in retail and using her platform to build spaces where authenticity and excellence thrive.

Chief Brand Officer at Unrivaled Kirby Porter
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Kirby Porter
Her Handle: @kirbyporter
Her Title: Chief Brand Officer, Unrivaled
Who's That It Girl: Strategic, visionary, and driven by impact, Kirby Porter is building the future of athlete branding. We’re inspired by her as the founder of New Game Labs and Chief Brand Officer at Unrivaled, showing that strategy can be soulful and sport can be storytelling.

Founder and CEO of EveryStylishGirl Nana Agyemang
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Nana Agyemang
Her Handle: @itsreallynana
Her Title: Founder and CEO of EveryStylishGirl
Who's That It Girl: A journalist turned founder, Nana Agyemang built EveryStylishGirl to amplify Black women in media. We love her for opening doors, building pipelines of opportunity, and using her voice to change the face of modern storytelling.
Her "Yes, And" Statement: "Yes, I'm a boss and I'm still soft."

Vice President of Content at ESSENCE Nandi Howard
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Nandi Howard
Her Handle: @itsnandibby
Her Title: Vice President of Content, ESSENCE
Who's That It Girl: We are inspired by Nandi Howard, Vice President of Content and Editorial at ESSENCE. Her leadership elevates Black culture with clarity and celebration and shapes the stories and standards that move audiences.

Founder of Sisters In Media Oladotun Idowu
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Oladotun Idowu
Her Handle: @ola_idowu
Her Title: Founder of Sisters In Media
Who's That It Girl: We celebrate Oladotun Idowu, entertainment marketing leader at Campari Group and founder of Sisters in Media, for bridging brands and culture while championing women of color across media. Strategy and purpose guide her work.
Her "Yes, And" Statement: "Yes I'm walking into rooms with boldness and grace knowing that God has way more in stored for me."

Founder of Fortune & Forks Krystal Vega
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Krystal Vega
Her Handle: @krystalvega
Her Title: Founder of Fortune & Forks, Multimedia
Who's That It Girl: Krystal Vega’s work lives at the intersection of innovation and influence. We celebrate her as a next-gen entrepreneur shaping digital spaces where women of color lead confidently, create fearlessly, and build legacies beyond the screen.
Her "Yes, And" Statement: "Yes, I'm that girl and so are you."

Founder of Fortune & Forks Naomi Wright
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Naomi Wright
Her Handle: @naomiwrighttt
Who's That It Girl: Naomi Wright leads with style, purpose, and power. We’re inspired by her for building platforms like Fortune & Forks that merge beauty, business, and bold self-expression, proving that influence can be both impactful and intentional.

Entrepreneur and Podcast Host Emma Grede
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Emma Grede
Her Handle: @emmagrede
Her Title: Entrepreneur and Podcast Host
Who's That It Girl: Emma Grede is CEO and co-founder of Good American, and founding partner of SKIMS. She's a podcast host and the first Black female investor on ABC's Shark Tank.

CEO and Founder of TFNA Entertainment & Sports Management Kia Brooks
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Kia Brooks
Her Handle: @kiajbrooks
Her Title: CEO and Founder of TFNA Entertainment & Sports Management
Who's That It Girl: Entrepreneur and mother, Kia J. Brooks leads TFNA Talent Agency, representing top athletes and creatives. She’s known for breaking barriers, negotiating record NIL deals, and empowering others to build generational wealth.

Sports & Entertainment Brand Manager Des Dickerson
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Des Dickerson
Her Handle: @itsurdestinee
Her Title: Sports & Entertainment Brand Manager and Media Strategist
Who's That It Girl: Des Dickerson is a sports and entertainment brand manager and media strategist who works with top athletes and entertainers to elevate their platforms. She is recognized for creating innovative partnerships and driving visibility in sports and entertainment.
Her "Yes, And" Statement: "Yes, I build opportunities for athletes and entertainers and I transform them into lasting influence."

President of Collective Edge Management Shayla Cowan
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Shayla Cowan
Her Handle: @shayla_pc
Her Title: President, Collective Edge Management
Who's That It Girl: Shayla Cowan is an award-winning producer and President of Collective Edge. She's produced blockbuster films including Girls Trip and Beast, championing boundary-pushing storytellers and innovative artistry in entertainment.

Co-Founder & CEO of Fearless Fund
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Arian Simone
Her Handle: @ariansimone
Her Title: Co-Founder & CEO, Fearless Fund
Who's That It Girl: Arian Simone champions women of color in venture capital. She advocates for economic justice, investing globally in women entrepreneurs and addressing funding disparities rooted in racism and sexism through resilient, purpose-driven leadership.

Founder of Global State of Women and Seed, Valeisha Butterfield
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Valeisha Butterfield
Her Handle: @valeisha
Her Title: Founder of Global State of Women and Seed
Who's That It Girl: Valeisha Butterfield Jones is a globally recognized leader in tech, entertainment, and politics. This year, she created the Global State of Women platform, providing emergency grants to women facing high unemployment rates.
Founder and Content Creator Ava PearlCourtesyAva Pearl
Her Handle: @avapearl
Her Title: Founder and Content Creator
Who's That It Girl: Ava Pearl is the founder of Curly Culture and Curly Con LA, initiatives that champion natural hair and foster community within the beauty industry. As a beauty and lifestyle content creator, she is dedicated to creating impactful content that inspires authenticity, confidence, and self-expression.
Her "Yes, And" Statement: "Yes, I’m rooted in authenticity and rising with purpose."
Now that you've met the ladies about their business, see who else made our list. Tap into the full It Girl 100 Class of 2025 and meet all the women changing game this year and beyond. See the full list here.
Featured image by xoStaff






