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
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A Black girl ushering in her era of straight hair was an unspoken but understood tradition, a legacy shaped by women who learned that relaxers were the key to manageability and beauty, as society had defined it.
Though relaxers were a product of their time, the memories many of us share from that era of creamy-white, no-lye formulas also carry a collective trauma. It was one endured in the name of beauty standards we didn’t question until we did. It’s an experience that Courtney Adeleye, founder and CEO of Watch & Sea Beauty, knows all too well. And one that ultimately shaped her path into the hair care space.
In xoNecole’s Generation to Generation, created in partnership with Target, Courtney reflects on her hair journey alongside her daughter during a BTS video from their mother-daughter photoshoot. As she is seen applying product to her daughter’s braids, she begins talking about her experience with perms before going natural. Her daughter pauses and asks a simple yet revealing question: “What’s a relaxer?”
Credit: Darnell Brown
Courtney explains that it’s a chemical process that makes Black hair “pretty much permanently straight.” She then recalls getting her first relaxer at 13, a moment that remains vivid in her memory decades later. “My head was on fire,” she says in the video. “It’s nothing I remember in a good way. It’s something I’m like, ‘This can’t be.’” Their exchange is as striking as it is revelatory.
Unlike generations before her, Courtney’s daughter will never have to know relaxers as the rite of passage that once felt inevitable for so many Black girls. Thanks to entrepreneurs like Courtney, natural hair is no longer treated as the exception but upheld as the standard. As something to be celebrated, nurtured, and protected.
Generation to generation, her work helps ensure that Black girls can grow up with hair journeys rooted in appreciation, care, and choice, instead of one etched in pain, trauma, or assimilation.
In that way, Courtney isn’t just changing how we care for our hair; she’s paying it forward, crafting a legacy her daughters and future generations of Black women after them get to inherit.
That legacy didn’t begin with hair. Courtney credits her own mother, a nurse like she once was, for being the blueprint for what entrepreneurship could look like. “I got a chance to see my mother take a sheet of paper, cut it up in little rectangles, take that to a printing shop, and turn it into a card game,” she tells her daughter in a different scene. Those early lessons planted the seeds for what would later become The Mane Choice, a hair care brand born from her desire to create safer, healthier alternatives for Black hair that didn't compromise on performance.
After starting The Mane Choice in 2013 with just $500, Courtney worked tirelessly to build a hair empire that would go on to surpass $100 million in sales in only six years. She later sold the brand in 2019 for an undisclosed amount, cementing her place among the Black women entrepreneurs who have turned purpose and vision into industry-defining impact.
“Everything that we do is a stepping stone,” Courtney says in the video. “So how do I take what I’ve done as a nurse and turn it into what I’m doing?”
Credit: Darnell Brown
Today, that full circle is the gift that gives, and Black history is still being written, not just by women like Courtney, but by the little Black girls watching, learning, and asking questions that open new doors. Watch & Sea Beauty marks a return for the entrepreneur that reflects purpose, growth, resilience, and trust built over time.
From generation to generation, the way we love and care for our hair tells a bigger story: one of healing, innovation, and what we now have the freedom to choose for ourselves. Courtney’s contributions to Black hair and beauty are truly unmatched, not simply because of what she’s built, but because of what she’s shifted our hair stories: the narrative, the standard, and the future.
Her work is the legacy that lives in what we make possible for the women who come next.
Featured image by Darnell Brown
A Black girl ushering in her era of straight hair was an unspoken but understood tradition, a legacy shaped by women who learned that relaxers were the key to manageability and beauty, as society had defined it.
Though relaxers were a product of their time, the memories many of us share from that era of creamy-white, no-lye formulas also carry a collective trauma. It was one endured in the name of beauty standards we didn’t question until we did. It’s an experience that Courtney Adeleye, founder and CEO of Watch & Sea Beauty, knows all too well. And one that ultimately shaped her path into the hair care space.
In xoNecole’s Generation to Generation, created in partnership with Target, Courtney reflects on her hair journey alongside her daughter during a BTS video from their mother-daughter photoshoot. As she is seen applying product to her daughter’s braids, she begins talking about her experience with perms before going natural. Her daughter pauses and asks a simple yet revealing question: “What’s a relaxer?”
Credit: Darnell Brown
Courtney explains that it’s a chemical process that makes Black hair “pretty much permanently straight.” She then recalls getting her first relaxer at 13, a moment that remains vivid in her memory decades later. “My head was on fire,” she says in the video. “It’s nothing I remember in a good way. It’s something I’m like, ‘This can’t be.’” Their exchange is as striking as it is revelatory.
Unlike generations before her, Courtney’s daughter will never have to know relaxers as the rite of passage that once felt inevitable for so many Black girls. Thanks to entrepreneurs like Courtney, natural hair is no longer treated as the exception but upheld as the standard. As something to be celebrated, nurtured, and protected.
Generation to generation, her work helps ensure that Black girls can grow up with hair journeys rooted in appreciation, care, and choice, instead of one etched in pain, trauma, or assimilation.
In that way, Courtney isn’t just changing how we care for our hair; she’s paying it forward, crafting a legacy her daughters and future generations of Black women after them get to inherit.
That legacy didn’t begin with hair. Courtney credits her own mother, a nurse like she once was, for being the blueprint for what entrepreneurship could look like. “I got a chance to see my mother take a sheet of paper, cut it up in little rectangles, take that to a printing shop, and turn it into a card game,” she tells her daughter in a different scene. Those early lessons planted the seeds for what would later become The Mane Choice, a hair care brand born from her desire to create safer, healthier alternatives for Black hair that didn't compromise on performance.
After starting The Mane Choice in 2013 with just $500, Courtney worked tirelessly to build a hair empire that would go on to surpass $100 million in sales in only six years. She later sold the brand in 2019 for an undisclosed amount, cementing her place among the Black women entrepreneurs who have turned purpose and vision into industry-defining impact.
“Everything that we do is a stepping stone,” Courtney says in the video. “So how do I take what I’ve done as a nurse and turn it into what I’m doing?”
Credit: Darnell Brown
Today, that full circle is the gift that gives, and Black history is still being written, not just by women like Courtney, but by the little Black girls watching, learning, and asking questions that open new doors. Watch & Sea Beauty marks a return for the entrepreneur that reflects purpose, growth, resilience, and trust built over time.
From generation to generation, the way we love and care for our hair tells a bigger story: one of healing, innovation, and what we now have the freedom to choose for ourselves. Courtney’s contributions to Black hair and beauty are truly unmatched, not simply because of what she’s built, but because of what she’s shifted our hair stories: the narrative, the standard, and the future.
Her work is the legacy that lives in what we make possible for the women who come next.
Featured image by Darnell Brown