Gee. Although I wish I had come up with the term "expiration dating", I really must give credit where credit is due. It comes from a scene out of Sex & the City when the girls were trying to get Carrie to have sex with one of Charlotte's groomsmen, believing that the whole, "The best way to get over someone is to get under someone else" philosophy would work (I am absolutely not a fan of that, by the way). As Carrie was going down the list of all of the reasons why she thought it would be counterproductive to do so (including the fact that the guy lived out of town), she said, "What would be the point? It's not going to go anywhere. It would basically be 'expiration dating'."
Expiration dating. Whenever I hear that term, milk cartons immediately come to my mind. There is a time when milk is all good. But if you don't use it by the expiration date, you've got a coagulated mess on your hands. You have to toss it. What a waste.
If you're like a friend of mine who treats casual dating like an art form and you couldn't care less if something lasts for a couple of weeks or six months, do you. But if you are the kind of woman who is getting to the point where you are sick and tired of dating because it never seems to play out the way that you want it to, take out a few minutes to read this. Then ask a girlfriend to meet you for drinks so that y'all can discuss if what you've been doing is dating, or expiration dating.
So, What Exactly Are Y’all Doing, Anyway?
The interesting thing about the word "expire" is the fact that it means to terminate a contract, guarantee or offer. That said, a mistake that a lot of people make is they never even "put an offer on the table" to begin with. One woman I know, she has been telling me for a few months now, that she is absolutely certain that the guy she is currently dating desires marriage. Mind you, she hasn't asked him if that's the case. He never brings up long-term plans. She also hasn't been brought into any part of his world. She simply thinks that because they enjoy each other's company (and have sex) that they both want the same things (check out "One Overlooked Yet Obvious Indicator That A Man Is Husband Material").
One of the best ways to know whether or not you are expiration dating is to ask the person you're seeing if they ultimately desire what you do. Not only that, but do they desire to have it with you?
Unfortunately, some people would prefer to duck and dodge this kind of conversation, believing that with enough time and experiences underneath their belt, the person they're with will come over to their way of thinking. Girl, you are far too precious for that kind of gamble. Better to put an offer on the table and see if he meets you there than to assume for months (or years) on end and end up totally blindsided.
And what if you do discover that he digs you, but not enough to meet you where you are? You're grown. Keep hanging around if you want, but I'm seeing an expiration date in your future.
Are You BOTH Getting What You Want Outta This?
When you have feelings for someone, it's natural to want to do whatever you can to make sure that they're happy. This is fine, so long as there is reciprocity involved. But if you're the one initiating and sacrificing while all the other person is doing is sitting back and reaping the benefits, sooner or later, you're going to end up being disappointed, if not flat-out pissed off and fed up.
Probably one of the biggest causes of expiration dating is when the person who is doing the least amount of relational maintenance gets called to the carpet and suddenly gets all defensive and resentful. When it comes to individuals like this, they will date you for as long as possible, so long as you don't require much. Oh, but the very moment that you have needs, state them and expect them to be met, suddenly the clock is ticking. Suddenly, the situation that was oh so good has immediately turned bad.
Make no mistakes about it. If you involve yourself with someone who is only getting their needs met, this is a form of expiration dating. I say that because either you're going to wise up one day and move on or they are going to try and make you feel bad for having needs and will actually leave you. (It's a bold and arrogant move, but it happens all of the time, chile.)
Are You SPENDING Time or WASTING Time?
Not too long ago, I was talking to a male friend of mine about a woman he's been seeing for about five years now. He's one of the biggest commitment-phobes that I know, so when I asked him how he felt about marriage as it relates to her, he said something that I think a lot of us should pay very close attention to. "Lord. Here we go with the 'defining things' conversation. Why do women always need a definition? I've been seeing her for five years and if we're both having a good time, then it was time well-spent regardless, right?" My response? "It is if you both ultimately want the same things. Otherwise, you're wasting her time. What's worse is she's letting you."
If you're not paying close attention, sometimes it's hard to tell the difference between spending and wasting.
As it relates to romantic relationships, if you're giving your heart and/or body to someone, believing that it will ultimately turn into a real commitment, you're spending time if they are doing the same. Otherwise, if they are basically treating you like "something cool to do in the moment", I don't care how many moments you share together, without a goal in mind on their part, you are setting yourself to end up realizing that you totally wasted your time.
Are You a Priority? Or a Pastime?
Author and former talk show host Greg Behrendt once said something that some of us should pin up somewhere in our house—"If he's not calling you, it's because you are not on his mind. If he creates expectations for you, and then doesn't follow through on little things, he will do the same for big things. Be aware of this and realize that he's okay with disappointing you. Don't be with someone who doesn't do what they say they're going to do. If he's choosing not to make a simple effort that would put you at ease and bring harmony to a recurring fight, then he doesn't respect your feelings and needs. 'Busy' is another word for 'asshole'. 'Asshole' is another word for the guy you're dating. You deserve a f—king phone call." Yes. Sir.
Let's go back to the milk point that I brought up earlier. Say that you go to the store to pick up a gallon of it. When you look at the container, you see that, not only does it need to be purchased by a certain time, it must be consumed not too long after as well. Now say that you bring it home and have a glass or two. Then you leave the container on the counter. All throughout the night, you keep telling yourself that you'll put it in the fridge. Then you go to bed, walk into the kitchen the following morning, and realize that it has to be tossed out (because milk is only supposed to stay at room temperature for a couple of hours max). The milk was fine. But because you didn't prioritize its needs, it has to go.
You're worth a whole lot more than some milk, but I think you see where I'm going with this. Things can be a part of our lives so much longer when we make them a priority. When they are nothing but a mere pastime, they tend to "expire" quicker than planned. Greg broke it down best. If the guy you're seeing isn't prioritizing you, self-love will make it abundantly clear that what y'all are doing is expiration dating. Only, he doesn't need to toss you. You need to be the one who is doing the tossing, sis.
Do You (Clearly) See a Dead-End Up the Road?
They say that all good things must come to an end. Eh. Yes and no. I mean, it's true that some things have seasons and we all will leave this planet at some point. But as far as relationships are concerned, so long as they are properly nurtured, they can go the distance; they really can.
Someone else that I know, although she's been exclusively seeing someone for about a year now, when I inquired about an update, she told me that she doesn't see it lasting for too much longer. "It's cool, don't get me wrong. But he doesn't check off all of my boxes, you know? I'm just kind of getting to the place of wondering, what is the point?"
A lot of us will stay with something, just so we don't have to be with nothing. Settling in this way is another form of expiration dating because if the relationship has no real purpose, eventually it will exhaust itself.
If you happen to see a dead-end in your situation, why not rip the Band-Aid off now? The sooner that you stop expiration dating is the sooner you can free yourself up to date with a purpose. It's when you can stop doing what you know is going to bite the dust sooner or later, so that you can get ready for what is totally worth your while. No expiration needed.
Want more stories like this? Sign up for our newsletter here and check out the related reads below:
Here's Why You KEEP Not Getting What You Need In Your Relationships
The Things Men Say On Dates That Are Huge Red Flags
Why You're Always The One Who Prepares A Man For His Wife
Love Is Patient. But Is Your Relationship Just Wasting Your Time?
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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
Despite launching media careers from different pathways, the two New York-based women have forged a friendship where they can discuss their ambitions and challenges.
Both women are part of xoNecole’s It Girl 100 Class of 2025, recognized in the Viral Voices category for the impact they’ve made through storytelling, creativity, and authenticity. Together, they represent what it means to build an "It Girl" brand with integrity and depth. In the spirit of SheaMoisture’s "Yes, And" ethos, Les and Kayla embody the freedom to be multi-layered as women evolving boldly into every version of themselves.
This conversation has been condensed and lightly edited for clarity
On Forging Their Own Paths
Les Alfred: Being a Jane of all trades is incredibly challenging. And one of the challenges I've faced is that the scope of what podcasters now need to do has increased so much. When I first interviewed you in 2019, I was still very new at it, but I remember being on a Skype call with you from my bedroom in Seattle. That was how I ran the show. And that was good enough. That is absolutely not good enough these days. The scope and the quality keeps increasing, but the resources that you have don't necessarily increase in order to remain competitive.
I get asked so many questions from people who want to get into podcasts and they want to get started. Most of the time, I'm just like, 'I don't have tips for you.' Because, one, I don't know what it's like to start in this current environment. Two, I know what it takes to contend and be consistent in this environment. The barrier of entry is a lot higher in terms of having something of quality than it was before.
On Balancing Ambition and Rest
Kayla Greaves: I've had to make a very clear effort to slow down and just not take on as much. Yes, you're running a business, but you're also living your life. I had one of those days yesterday. I just laid down and listened to white noise for hours because I just needed my brain to just be clear. I called a friend. I cried.
I'm starting over again today. The sun is out. It's a new day. And that's just sometimes what you have to do. You can't show up for your audience or for other people, if you can't show for yourself. I think that creativity comes from a place of living your life and having genuine experiences, and then sharing those experiences through your art.
"I had to give myself permission to let myself grow publicly in ways that I'd already done personally."
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On Evolving Through Growth and Rebranding
Les: I didn't create Balanced Black Girl until 2018, but I started blogging and creating content and doing things under the Balanced brand in 2014. I was 24 years old at the time. Now, I'm 36. The things that were important to me, the perspective that I had and the stories I wanted to tell were entirely different. I think I had to give myself permission to let myself grow publicly in ways that I'd already done personally. The show isn't really about wellness anymore. And that shift started happening a couple of years ago.
When we started expanding into more lifestyle topics, more self-help topics [and] talking about entrepreneurship, the audience responded really well. That was when the show really started to grow and take off. And that was what got so much more engagement than the episodes back in 2020 when I was doing hour-long deep dives on gut health.
Rebranding the show was something I've been thinking about for a long time. When I was finally like, 'Oh, I need to do this,' honestly, was the 2024 presidential election. I was like, these people are about to be in here acting crazy. I do not feel safe with my business name being what it is. I don't want to be targeted for any BS. We saw what they did to the Fearless Fund.
"You have to balance your integrity with your income."
Courtesy
On Integrity Over Income
Kayla: I have many other interests aside from beauty. I'm growing and I'm changing as a person. I'm not the same person I was when I started at InStyle in 2019 before the pandemic rocked everybody's world. I don't think reviewing every single lipstick that comes out is exciting or interesting, because everybody does it now, and everybody feels like they're qualified to speak on things that they're not qualified to speak on. I'm currently in that pain point of growth.
I don't think I have always been in environments where I've been encouraged to branch out on my own ideas. I finished Ina Garten’s memoir maybe a month ago. She kept repeating this quote in her book. She said, ‘What goes in early, goes in deep.’ Now that I'm on my own and I don't have the resources of a traditional media company, which is what I have become accustomed to, sometimes it's difficult for me to be like, 'Okay, just go ahead with the thing.'
I think, Les, just the other day, you reposted somebody saying that they let go of a five-figure deal and then got double the next day because it just didn't feel aligned for them. Those are the things that happen. I have to find a balance of, 'Okay, how do I keep myself afloat?' And that may mean I may not be balling out of control just yet, but I'm okay for now. I can buy myself nice things every once in a while, but you have to balance your integrity with your income.
Les: There are just certain lines that I'm not willing to cross. Especially when I created more wellness content, one of those lines was I will not promote any sort of weight loss product. All of these GLP-1s all want to advertise on my podcast. I actually have nothing against those types of products, but I don't ever want someone to look at what I'm putting into the world and think that I'm saying that they need to feel a certain way about their bodies.
Even if the money is great, that's not for me to say, and that's not the type of message that I want to put out here. Or, I had another kind of brand deal come through that would have required me to divulge things about my personal life that I just don't really want my audience knowing about me, and bringing them along on journeys that I just find personal and I want to keep offline. I don’t want to be known for dragging my mess all over the internet for a buck.
I don't want to be known for being an influencer. I would love to be 1,000% in on my podcast, scale it, have it grow to be a media empire where I'm producing and putting out other bodies of work. For now, until that other side of the business really picks up and gets to the point where I want it to be, I kind of need to play the influencer game a little bit to live in this expensive city. But I'm gonna do it on my terms. It's a constant compromise that I'm coming to with myself.
"You can never make a big vision come to fruition if you're sitting and you're waiting for somebody else to tell you exactly what to do."
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On Mutual Admiration and Friendship
Les: Something that I really admire about you in having known you for the past couple of years is you don't wait for a roadmap. You jump in, you roll up your sleeves, and you do it. You can never make a big vision come to fruition if you're sitting and you're waiting for somebody else to tell you exactly what to do.
Kayla: Well, first of all, I want to say thank you for saying that, because that means so much to me, and it's very affirming. That's exactly how I feel about you. I remember, even at your first live show, you're like, ‘Oh my god, I'm so stressed. I don't know what I'm doing.’ And, the shit sold out. And, you know, and now, like, you see the growth of the podcast. And you have nearly 61,000 subscribers on YouTube. I just checked recently.
I talk a lot about people that really just need to not say anything on the internet, because it's so frustrating as somebody who grew up as a traditional journalist. You want people to fact check and ask thoughtful questions and have good conversations. I've never said that about you. I've always loved your podcast. And I've sent a lot of your episodes to friends when they're going through specific things that you're talking about.
This season has been a little bit slower to me, so you've been a constant source of inspiration, and it's just been such a pleasure to see your podcast grow despite the challenges you've had. I know it's not easy, but you continue to grow and continue to push through, and I really admire that as somebody who sat and cried yesterday and listened to white noise.
And this is why I tell you all the time, you really do inspire me. I love you a lot.
Les: Oh my gosh, I love you a lot. I'm so glad that the podcast brought us together.
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.
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