If you’re looking back on 2021 like, “Where did the days go?" trust us when we say we are, too. As the holidays approach, it’s natural to become reflective and muse over the peaks and valleys, accomplishments, and tough lessons that the year threw your way—and for many of us, we didn’t do it alone. From the homegirls who helped us through breakups, to the long-distance sisterhoods held together by hours-long FaceTime calls. For the friends who always know what to say when you can’t seem to gather the words, and the ones who see you when you can’t see the greatness in yourself. What better way to say, “you deserve,” than with a thoughtful gift made for and by Black women.
We’re here to drop all the gift-giving gems for every type of woman in your life. And if you find yourself frequently asking, "Is it really Black-owned though?" The answer is: Absolutely. From skincare to the latest style staples, we’ve got you and your homegirls covered this holiday season.
54 Thrones
54 Thrones African Beauty Butter Collection Deluxe Tin
From Oprah’s Favorite Things List to your hands, legs, and shoulders. This hydrating formula is enriched with nourishing plant botanicals with a thick and creamy texture that’s sure to make you a certified Shea Butter Baby.
My Happy Flo - A Better Period. Period.
"It’s time for heavy bleeding, bloating, mood swings, and headaches from your period to stop cramping your style. Thankfully, a new all-in-one supplement just hit the wellness space to help ease your flow and disrupt your PMS symptoms, ASAP. Packed with plant-based ingredients and mood-boosting vitamins like D3, B6, Iron, and B12, your pain-free period is just a bottle/capsule away."
KNC Beauty
KNC Beauty Leaf Eye Mask
This is your reminder to not leave your undereye area out of your skincare routine because it needs love, too. Add these selfie-ready, all-natural eye masks into your routine for some much-needed TLC and effortless glow.
Gems Plzz
Gems Plzz Calypso Bangle Set
In need of some new arm candy? We just might have found your new favorite set.
Ami Cole
Ami Cole Lip Oil Treatment
If you haven’t heard about the lip gloss, gather ‘round, because once you’ve got this in your purse, you’ll never want to live without it again. The oil-to-gloss formula provides the perfect shine and brown girl-friendly tint. Snag one or two or six — we won’t judge.
Every Day Journal
Inside Then Out Better Every Day Journal
We know how you girls love to journal. If tracking everyday growth, memories, and moments has become a newfound self-care practice or something to explore, this journal will fit right into your routine.
Brown Girl Jane
Brown Girl Jane Casablanca Fragrance
It’s giving opulence, it’s giving confidence, it’s giving drama. If your homegirl’s fragrance collection runneth over, what’s one more gonna hurt?
Pound Cake
Pound Cake Cake Batter Lip Stick
Good news: the hunt for the perfect red lipstick for melanated skin ends here. This cherry bomb of color is lightweight on the surface and heavy on the coverage.
Ciriaco
CIRIACO 'Ashley Minimalist Baguette 2.0' GREEN VIPER
Have you seen something so beautiful that demands your full and undivided attention? Maybe it’s the viper snakeskin or the signature silver metal logo that shines like a jewelry piece of its own, but whatever this purse is saying, we’re listening. Talk about making a statement.
Yam Posy
Yam Posy Bracelet
There’s nothing like a little nostalgia — especially when it comes in the form of dainty everyday jewelry. Inspired by childhood imagery, this brand takes vintage silhouettes and brings them into the 2020s and beyond. Did we mention it’s handmade?
Her Story
Her Story Ribbed Set
Raise your hand if the majority of your wardrobe has been reduced to loungewear and athleisure? Same, sis. Level up your cozy girl energy with this ribbed bralette and boxer bottom set. Who says those lazy days around the house can’t be sexy too?
Sucre Couture
Sucre Couture
Black women in gold jewelry are our favorite genre. Whether you're looking for simple, timeless pieces, or tapping into '90s classic styles with a twist, you’ll find your steez here.
AVEC
AVEC Drinks Grapefruit & Pomelo Mixer
We all have that one friend that knows how to mix a crafty cocktail and throw a lively party. For her aesthetic-driven eye and knack for flavor profiles, we thank her. Replenish her bar cart in style with this sparkling treat.
Featured image by Jose Luis Pelaez Inc/Getty Images
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
