
There is no denying that a new norm of inclusiveness and diversity within the beauty business has emerged over the past few years. As a result, several businesses have been making an effort to differentiate from the competition by asserting that they are the best for both customers and the environment. However, it has been shown that many are lying about their sustainability initiatives, the ingredients in their products, and the care they take in manufacturing their items.
So, to ensure you pick the clean beauty brands that are ideal for you, here are 10 Black-owned clean beauty companies that you should be aware of. That way, you can be confident that your beauty brand of choice was developed with you and your world in mind.
Skincare: hanahana beauty
For ladies who are concerned about how they treat their skin and the origins of the ingredients in their skincare products, hanahana beauty is a clean beauty line for you. Hanahana Beauty (stylized as hanahana beauty) was established by Abena Boamah-Acheampong with the intention of upending the international beauty industry, which is notorious for using substances that are oftentimes difficult to understand, to create products that are accessible, sustainable, transparent, and more humane.
This clean beauty company creates products that give women, especially women of color, a smooth and confident feeling in their own skin using raw shea butter and natural oils that are directly imported from Ghana. Over the last six years, the brand has dedicated itself to improving the economic, environmental, and self-sustainability of women who work in the Shea trade in ways that prioritize the health of our skin and the environment by using products that are clean, ethically sourced, fairly created, and never tested on animals.
Unquestionably beneficial for the body, mind, and spirit, hanahana beauty is a wellness brand worth every cent.
Top Products: Amber Vanilla Shea Body Butter, Lavender Vanilla Shea Body Butter, Shea Lip Balm, and more.
Cosmetics: Plain Jane Beauty
Everyone should have access to secure, efficient skincare and body care products, according to the founders of the eco-friendly color cosmetics business Plain Jane Beauty. With products free of synthetic fragrances, artificial colors, and dangerous preservatives, Plain Jane Beauty employs tried-and-true ingredients and fully discloses them. Why? Well, simple: the brand believes that fresh ingredients feel better and uses this belief as its brand's guiding principle.
PBJ, which takes inspiration from the vibrant colors of nature, mixes sustainability and beauty with ethical and aesthetic ideals to provide people the tools they need to look well and do well without sacrificing their feelings of well-being or attractiveness. Plain Jane Beauty is committed to making luxurious, high-performing cosmetics with nutritious, vegan-based formulae, which will inevitably make you feel appreciated and cared for.
Top Products: Creme Minerals Natural and Organic Foundation, Creme Minerals Foundation Stick, and more.
Skincare: 54 Thrones
You might recognize 54 Thrones from a Season 13 episode of Shark Tank. During the episode, founder Christina Tegbeis presented a compelling argument and fantastic branding, and after showing why they were a brand worth investing in, ultimately landed two sharks for a deal of $250K. For the past eight years, Tegbeis has partnered with passionate craftsmen who handcraft the rich components that make up the brand in an effort to showcase the beauty and authenticity of an Africa that is often overlooked. The brand 54 Thrones, which is an acronym for the 54 nations that make up Africa, collaborates with local cooperatives to develop natural cosmetics while supporting “trade over aid.”
In order to create clean yet opulent skincare products that sustainably honor the rich natural resources of Africa and the genuine beauty rituals that have been passed down from generation to generation, 54 Thrones offers award-winning African Beauty Butters, Glow Body Oil, and Moroccan Body Masks that are just right for any consumer.
Top Products: African Beauty Butters, Barrier Repair Cloud Cream, Alata Samina: Black Soap Detox Bar, and more.
Wellness and Supplements: Peak and Valley
The brand Peak and Valley was established in 2015 as a result of creator and neuroscience researcher Nadine Joseph's search for natural remedies to relieve her chronic stress. After months of looking for a remedy, Joseph finally found the botanicals she needed to maintain her skin, mental and emotional wellness. However, in the process of obtaining the proper herbs, Joseph also learned that the herbal trade wasn't as dependable as she originally believed. Like the other creators on this list, Joseph demanded to know where the materials originated from and if they were manufactured with sustainability in mind. When her questions could not be answered, she traveled worldwide to source the herbs herself. Thus, Peak and Valley was born.
Peak and Valley believe that supplement production should safeguard the well-being of all individuals who consume and produce their products. Therefore, Peak and Valley manufactures products with the intention of developing a better herbal trade, one with transparent sourcing, undeniably high-quality ingredients, and science-backed knowledge. It offers herbal supplements designed to improve sleep, reduce stress, care for the skin, and nourish the brain. As a clean wellness brand, Peak and Valley’s mission is to foster relationships directly with the growers of the herbs and the customer who consumes them.
Top Products: Restore My Sleep Adaptogen Capsules, Nourish My Brain Adaptogen Capsules, Balance My Stress Adaptogen Capsules, and more.
Hair Care: Donna's Recipe
Oh, Tabitha, Tabitha, Tabitha. I’d buy anything she’d make, especially if she mentioned it over a 30-second Instagram post, with her Southern drawl, and with little to no information provided. Why? Cause that’s my business. But just in case you want to make her business your business, too, let me explain why you should. Donna's Recipe, established by Tabitha Brown and Gina Woods and titled after Tabitha's Hair, became live in January 2021. Together, they set out with the goal of providing only pure, vegan, premium products for a reliable hair care regimen. The entire product line is made up of nutrient-rich, pure, vegan components that perform well for all hair types to create and maintain natural, healthy hair.
This product, which has only been available for two years, has been hailed for its sustainability, accessibility, and affordability in several reviews and was voted the Black-Owned Beauty Brand of the Year by Ulta Beauty. It has been credited for promoting the growth of healthier hair, hydrating the driest hair, and fortifying the weakest root systems. The mixture created by Ms. Tabitha and Woods could be just what you're looking for, especially if you're looking for a clean haircare line that at last takes your demands into consideration.
Top Products: Strength Hair Oil, Sweet Potato Pie Extra Creamy Moisturizing Shampoo, Sweet Potato Pie Extra Creamy Moisturizing Conditioner, and more.
Cosmetics: The Lip Bar
CEO Melissa Butler, a self-proclaimed Shark Tank reject, channeled her ire at the intrusive one-size-fits-all beauty industry into action by abandoning the lucrative but dreary corporate ladder and turning to her Brooklyn kitchen to make vibrant vegan lipstick. Melissa's unwavering will was further fueled by her Shark Tank rejection, which motivated her to regain control of her own aspirations. She extended The Lip Bar beyond lipstick to become TLB: a top-selling, universally useful beauty necessity. The Lip Bar is entirely vegan, cruelty-free, and made with non-toxic products for non-toxic people with a focus on sustainability.
Top Products: Nonstop Liquid Matte, Just A Tint 3-In-1 Tinted Skin Moisturizer, Fresh Glow 2-In-1 Powder Bronzer + Blush Duo, and more.
Hair Care: Melanin Haircare
Whitney White can be found on Instagram with the alias Naptural85. But you must spend some time watching her YouTube channel to properly understand where she has come from. White was one of the original content producers on YouTube who spent her time making videos that expressed her enthusiasm for natural and helpful hair products. She also shared the recipes and routines she used on her own luscious, natural hair. Years later, Whitney White and her sister Taffeta White have developed Melanin Haircare, a range of natural, non-toxic hair products. Melanin Haircare was established in 2015 with a love for providing the community it serves with high-quality products, distinctive lifestyle options, and natural, non-toxic ingredients for healthy hair and scalp care.
High-quality, all-natural, and non-toxic ingredients are the main emphasis of Melanin Haircare, which is carefully chosen to ensure shelf life and performance improvement. To ensure that they continue to be non-toxic, all of their constituents have been assessed by the Environmental Working Group (EWG) of the United States, which makes this a clean brand worth trying. For the greater part of four years, I have used this product, and I have enjoyed seeing my hair go from a dry, brittle mess to a moisturized masterpiece. This cosmetic brand has never let me down, whether my hair was soaring in its fro or loc'd like it is now.
Top Products: African Black Soap Reviving Shampoo, Multi-Use Softening Leave In Conditioner, Multi-Use Pure Oil Blend, and more.Body Care: OUI the People
Do you ever wonder: Where do all the plastic razors go? Well, it is estimated that two billion plastic razors end up in landfills every year, and the personal care industry is one of the largest waste producers. Eh, right? Right. Well, to guarantee that recycling is unavoidable, OUI the People's goal is to deliberately design the packaging for all of their products. Their single-blade razor provides a robust and environmentally friendly alternative to disposable plastic razors since it is made from stainless steel, which is the most recyclable substance on Earth.
Not only that, but several of their other goods, like their body gloss, are created with glass bottles, which are generally made from harmless basic materials and can be recycled or "upcycled." They never settle for anything less than the finest, and each product is designed with the needs of the customer in mind. Their products are devoid of the typical suspects (parabens, synthetic perfumes, phthalates, and animal testing), and their ingredients have been selected for their effectiveness. This beauty brand can be for you if you want body care that is eco-friendly and can get rid of dry skin, hyperpigmentation, hair, and landfill debris.
Top Products: Resurfacing Body Serum, Shave Starter Set, Hydrating Body Gloss, and more.
Skincare: Hyper Skin
Because Desiree Verdejo loved skincare but believed that women of color were underrepresented in the skincare industry, she founded Hyper Skin. As a result, the beauty product line Hyper Skin was created to finally include people with dark skin in conversations about beauty. Hyper Skin recognizes that real skin has texture and dark spots and uses solutions that are highly suited to their needs while still being effective on all skin tones.
The discontent with today's skincare products led to the creation of Hyper Skin formulas, a modern clinical brand with clean, efficient clinical ingredients and strong natural botanicals. With Hyper Skin, give your dark spots the boot and appreciate your new shine.
Top Products: Hyper Even Brightening Dark Spot Vitamin C Serum, Hyper Even Fade and Glow AHA Mask, and more.
Skincare: ROSEN Skincare
Jamika Martin made the decision to revolutionize the acne treatment market after having skin issues and using inferior skincare products. ROSEN Skincare, her business, creates affordable, healthy solutions that effectively treat acne. From cleansers to masks, ROSEN Skincare has a wide selection of cutting-edge and fun products to enhance your routine. In order to concentrate on the prevention and restoration of hyperpigmentation and breakouts in the acne industry, according to Rosen, their regimens use clean ingredients.
Rosen argues that traditional acne treatments have frequently disregarded the issues and skin types of people with varied skin types, and their out to ensure that doesn't happen, again.
Top Products: Earth Cleanser, Super Smoothie Cleanser, Tropics Toner, and more.
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Featured image by PeopleImages/Getty Images
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 Viral Voices You Need To Know
When she speaks, timelines listen. She's a woman whose words trend, whose videos resonate, and whose reach has no limits. She's on the pulse and never chases virality; she simply becomes it—sparking dialogue that lingers long after the scroll. She shapes the culture, turning moments into movements.
The Viral Voices of xoNecole's 2025 It Girl 100 are taste-makers of the timeline—from leaders in the beauty space to podcasters and digital creators. What they all share is their uncanny ability to blend authenticity with transparency, shifting the paradigm every time they drop their truths. These It Girls don't post for the likes or the views; they post with purpose.
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.
Here's the roll call for xoNecole's It Girl 100 Class of 2025: Viral Voices.

Content Creator Eni Popoola
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Eni Popoola
Her Handle: @enipopoola
Her Title: Content Creator
Who's That It Girl: Eni Popoola is the visionary creative behind beautifully cinematic content that fuses fashion and feeling. We love her for proving that elegance and emotion can exist in every frame.
Her "Yes, And" Statement: "Yes, I'm not afraid to pivot and the best is still yet to come."

Content Creator Jessie Woo
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Jessie Woo
Her Handle: @thejessiewoo
Her Title: Content Creator
Who's That It Girl: Jessie Woo is joy personified, a multi-talented entertainer and fearless truth-teller. We celebrate her for using humor, music, and faith to create content that heals through laughter.
Her "Yes, And" Statement: "Yes. I’m a force — and that’s why I create my own lanes instead of waiting for one to open."

Media Personality, Founder and Host Kayla Nicole
Credit: Malcolm Roberson
Kayla Nicole
Her Handle: @kaylanicole
Her Title: Media Personality; Founder, Tribe Therepē; Host, Welcome to the Pre-Game
Who's That It Girl: Kayla Nicole merges style, storytelling, and self-awareness like no other. We celebrate her for being the friend in our feeds who reminds us to show up fully, flaws, fire, and all.
Her "Yes, And" Statement: "Yes, I’m curating conversations on my podcast The Pre-Game, and cultivating community with my wellness brand Tribe Therepē."

Creator and Entrepreneur Simi Muhumuza
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Simi Muhumuza
Her Handle: @simimoonlight
Her Title: Creator and Entrepreneur
Who's That It Girl: Simi is a writer, and creative based in Brooklyn, NY. She focuses on style, lifestyle and wellness.
Her "Yes, And" Statement: "Yes, and I’m reaching even higher."

Creator Kiera Please
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Kiera Please
Her Handle: @kieraplease
Her Title: Creator
Who's That It Girl: Kiera Please is a creator, voice actress, and artist whose creativity knows no bounds. With her unique mix of style, cosplay, and storytelling, she’s built a global fan base that celebrates self-expression.
Her "Yes, And" Statement: "Yes, I’m just weird girl and I’ll just keep getting weirder."

Content Creator Zaynah Bear
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Zaynah Bear
Her Handle: @madame_zay
Her Title: Content Creator
Who's That It Girl: Zaynah Bear is a social media content creator known for her cartoon-style comedic storytelling that blends humor with everyday relatability. Her unique approach to creating content builds strong audience connections and keeps her community coming back for more laughs.
Her "Yes, And" Statement: "Yes, I'm boldly Black and beautifully quirky, owning every shade of my uniqueness."

Social Media Consultant and Creative Candace Marie
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Candace Marie
Her Handle: @marie_mag_
Her Title: Social Media Consultant and Creative
Who's That It Girl: Candace Marie is a luxury social-media strategist and founder of Black In Corporate. A former Parsons professor, she’s worked with fashion powerhouses like PRADA and Victoria Beckham, helping shape a more inclusive industry.
Her "Yes, And" Statement: "Yes, I’m grounded in strategy & storytelling—and I’m creating pathways for the future of influence."

Model and Content Creator Quenlin Blackwell
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Quenlin Blackwell
Her Handle: @quenblackwell
Her Title: Model and Content Creator
Who's That It Girl: Quenlin Blackwell is digital dynamite, witty, unfiltered, and wildly creative. We celebrate her for turning chaos into comedy and self-expression into art that connects millions.

Content Creator and TV Host Kamie Crawford
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Kamie Crawford
Her Handle: @kamiecrawford
Her Title: Content Creator and TV Host
Who's That It Girl: Kamie Crawford’s presence is as commanding as her compassion. We love her for being a media personality who advocates for confidence, self-worth, and love rooted in realness.
Her "Yes, And" Statement: "Yes, I'm that girl and I’ve had to heal parts of me to become her."

Author and Podcaster Sesali Bowen
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Sesali Bowen
Her Handle: @badfatblackgirl
Her Title: Author and Podcaster
Who's That It Girl: Sesali was born and raised on the Southside of Chicago and coined trap feminism. During her time as an entertainment writer for Refinery29 she was one of the architects of Unbothered, their sub brand for Black women. As a brand strategist and copywriter she’s worked with Netflix, Onyx Collective, and more.
Her "Yes, And" Statement: "Yes, I said it and I’m standing on it."

Co-Host of 'Pour Minds' Podcast Drea Nicole
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Drea Nicole
Her Handle: @dreanicoleee
Her Title: Co-Host of Pour Minds Podcast
Who's That It Girl: As one-half of the hit podcast Pour Minds, Drea Nicole brings real talk with humor and heart. We celebrate her for creating spaces where women can laugh, learn, and live out loud.

Co-Host of 'Pour Minds' Podcast Lex P
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Lex P
Her Handle: @lex_p_
Her Title: Co-Host of Pour Minds Podcast
Who's That It Girl: Lex P’s voice is bold, funny, and deeply authentic. We love her for turning the mic into a movement through Pour Minds, proving that humor and healing can thrive side by side.

Content Creator Jeannette Reyes
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Jeannette Reyes
Her Handle: @msnewslady
Her Title: Content Creator
Who's That It Girl: Jeannette Reyes, known online as @msnewslady, went from the newsroom to building her own media brand. She’s a creator, speaker, and author using her platform to help women show up confidently on and off camera.
Her "Yes, And" Statement: "Yes, I take up space and I make room for others."

Founder of Mary Louise Cosmetics Akilah Releford
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Akilah Releford
Her Handle: @akilahreleford
Her Title: Founder of Mary Louise Cosmetics
Who's That It Girl: Founder of Mary Louise Cosmetics, Akilah merges skincare and sisterhood with intention. We celebrate her for turning DIY passion into a thriving brand rooted in empowerment and care.

Award-Winning Journalist and Beauty Expert Kayla Greaves
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Kayla Greaves
Her Handle: @kaylaagreaves
Her Title: Award-Winning Journalist and Beauty Expert
Who's That It Girl: Kayla Greaves is a journalist and on-camera expert who’s spent more than a decade telling stories that matter. From interviewing icons like Naomi Campbell to consulting for major brands, she continues to redefine beauty and culture.
Her "Yes, And" Statement: "Yes, I'm bold and I make no qualms about it."

Digital Creator Lauren W.
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Lauren W.
Her Handle: @laurenthelolife
Her Title: Digital Creator, Lifestyle and Beauty
Who's That It Girl: Lauren W. brings a breath of honesty to lifestyle content. We celebrate her for creating digital spaces that feel like safe havens for self-discovery, growth, and grace.
Her "Yes, And" Statement: "Yes, and I'll do it solo!"

Host of 'She's So Lucky' Podcast Les Alfred
Les Alfred
Her Handle: @lesalfred
Her Title: Host of She's So Lucky podcast
Who's That It Girl: Les Alfred is a media entrepreneur and cultural storyteller shaping the future of women-centered narratives. As the creator and host of She’s So Lucky (formerly Balanced Black Girl), an NAACP Image Award-nominated podcast, she has built a thriving media ecosystem that explores wellness and self-discovery through the lens of trail-blazing women.
Her "Yes, And" Statement: "Yes, I'm strong and I lead with softness."

Influencer, Rapper and Actress Aliyah's Interlude
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Aliyah's Interlude
Her Handle: @aliyahsinterlude
Her Title: Influencer, Rapper and Actress
Who's That It Girl: Aliyah's Interlude brings softness and soul to the internet’s boldest spaces. We honor her for creating artful, introspective content that reminds us to slow down, reflect, and dream louder.

Beauty and Fashion Digital Creator Clarke Peoples
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Clarke Peoples
Her Handle: @clarkepeoples
Her Title: Beauty and Fashion Digital Creator
Who's That It Girl: Clarke Peoples creates content that feels like a warm conversation. We love her for her authenticity and for showing that influence grounded in truth never goes out of style.

Model and Content Creator Kamrin White
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Kamrin White
Her Handle: @kamrinwhite
Her Title: Model and Content Creator
Who's That It Girl: We celebrate Kamrin White for transforming her lifestyle lens into something real and radiant. A proud Afro-Latina creator and entrepreneur, she weaves wellness, fashion, and authenticity into her content, inviting her audience to live boldly and vulnerably in their own stories.

Lifestyle and Beauty Creator Jayla Brenae
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Jayla Brenae
Her Handle: @jaylabrenae
Her Title: Lifestyle and Beauty Creator
Who's That It Girl: Jayla Brenae inspires through her transparency and storytelling. We honor her for blending wellness, confidence, and community into content that uplifts and empowers women of all walks.

Journalist and Content Creator Casey Winbush
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Casey Winbush
Her Handle: @caseywinbush
Her Title: Journalist and Content Creator
Who's That It Girl: With humor and heart, Casey Winbush is the voice of digital relatability. We celebrate her for blending vulnerability with wit, turning everyday stories into shared laughter and healing.

Model and Owner of PLEASEPEARLME Kendra Austin
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Kendra Austin
Her Handle: @kendramorous
Her Title: Model and Owner of PLEASEPEARLME
Who's That It Girl: Kendra Austin is poetry in motion, writer, model, and muse. We honor her for redefining softness as strength and for giving women permission to rest, feel, and reclaim joy.

Multidisciplinary Visual Artist and Creative Entrepreneur Shema Love
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Shema Love
Her Handle: @shemalove
Her Title: Multidisciplinary Visual Artist and Creative Entrepreneur
Who's That It Girl: Shema Love is a Brooklyn-based artist and designer turning art into healing. Her bold visuals and apparel celebrate Black joy, creativity, and self-expression, featured by Vogue, Nike, Netflix, and the WNBA.
Her "Yes, And" Statement: "Yes, I save lives and art saved me."

Content Creator Kristine Thompson
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Kristine Thompson
Her Handle: @mskristine
Her Title: Content Creator
Who's That It Girl: Kristine Thompson is a fashion and lifestyle creator passionate about redefining style standards for plus-size women. Through her platforms, she shares inspiring fashion, beauty, and travel content that empowers her community to feel confident at any size.
Her "Yes, And" Statement: "Yes, I celebrate style and I challenge the idea that beauty comes in one size."

Beauty, Lifestyle and Fashion Creator Crystal Nicole
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Crystal Nicole
Her Handle: @iamcrystalnicolee
Her Title: Beauty, Lifestyle and Fashion Creator
Who's That It Girl: Crystal Nicole’s storytelling moves between vulnerability and victory. We honor her for her ability to inspire others to be unapologetically themselves despite the pressures of social media and for crafting narratives that empower women to rewrite their own anthems.
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









