
Being the quotes gal that I am, when it comes to some of my favorite quote authors, the famed poet Rumi would definitely be on my top five list. People who can relate to where I am coming from would probably say that one of his most popular sayings is, “Be a lamp, or a lifeboat, or a ladder. Help someone's soul heal. Walk out of your house like a shepherd.” (Dig that.)
As someone who got my start as a published writer by being a house poet, if there were a daily saying that I would put out into the world, it would probably be, “Be intentional about being at least one person’s teacher and one person’s student before the sun sets.” Not only will it keep you sharp, it will also keep you humble…and in this life, you need both. Tremendously and incessantly so.
On the student tip, something that my mother’s husband taught me many years ago actually took me a while to personally apply to my life. Oh, but once I did, I found it to be a real gem: “Shellie, have two confidants in your life. They shouldn’t be your friends, and once you lose them, don’t replace them.”
While this pearl of wisdom might sound quite odd on the surface, I’m thinking that by the time you read all of this, you’ll be able to see just how much of a winning life hack it can actually be.
What Is a Confidant (and Why Aren’t They Always Friends)?
What Is a Confidant?
GiphyTell me something — do you have a confidant? I mean, someone who is strictly that and nothing else. Just so you are crystal clear about where I am coming from, a confidant is someone who you share secrets and private matters with. And although synonyms for the word include ones like acquaintance (acquaintance?!), companion and pal, there is really only one (other) synonym that I will cosign on when it comes to a role that is as significantly essential as a confidant: intimate.
And although intimate does mean things like “characterized by or involving warm friendship or a personally close or familiar association or feeling,” today we’re going to focus on this definition: “very private; closely personal.”
Something that is private is personal — oftentimes deeply personal at that. It’s the kind of information that, in the wrong hands, could hurt or harm you. And that’s why you have to be extremely careful about who you share private matters with.
And although you might think that it’s natural to assume that if someone is your friend — hell, sometimes even a good friend — they should automatically be where your secrets and private matter.
5 Reasons a Confidant-Only Dynamic Works So Well
The Benefits of Having a Confidant Who Isn’t Your “Friend”
GiphyTrust me, I will be the first person to say that friendships aren’t created equal and some are much closer than others (check out “Always Remember That Friendships Have 'Levels' To Them,” “What's The 'Five Friendship Theory' All About?” and “Less & Less Of Us Have Close Friends These Days. Why Is That?”). Because of that, of course, there are some people who know more about you than others do. Shoot, a couple of my friends and I are tight as all get out and still there are things that they tell their therapist that they don’t tell me — whether it’s right away or period.
Why? Because sometimes you need to be able to say something and not only know, without a doubt, that it will stay right where you left it but you won’t hurt someone’s feelings, be inundated with unsolicited advice or opinions and/or that it will be “held against you” later on. And that’s what makes a confidant-only individual so awesome — they can provide all of these things for you, free of charge. I’ll expound further.
1. Confidants provide an unconditional safe space.
I have a confidant. We’ve known each other for almost three decades at this point and we do care about each other deeply. However, about 12 years ago, after I shared what my mother’s husband said to me with her, we made the decision to shift into the role of being mutual confidants. It’s been awesome because we can say the deepest, ugliest, most shocking (and sometimes just pettiest) stuff to each other about…whatever, without judgment, fear or any level of uncomfortableness — and boy, that is more wonderful than you might realize. Y’all, just knowing that there is someone around and available who you can go to about any and everything and it will remain in the vault…forever? Unconditionally and no matter what? Priceless.
2. Confidants don’t require multitasking.
One of my favorite people in the world, we are extremely close and we both know a ton about each other. Still, because we are friends, there are times when we have hurt each other’s feelings or even been low-key offended and it’s because friendships have (and should) have a set of expectations that can cause hearing certain things to be difficult. With a confidant, though, because they signed up to hear whatever, you don’t find yourself having to “edit” or tiptoe around something. If you need to say it…SAY IT.
They get that their position is to be a sounding board and so, while you should be grateful for the relationship and treat them like you are, they don’t tend to need kid gloves; they don’t take things personally because they know that it’s not about them…AT ALL. It’s about you needing to share something or get a release. No more. No less.
3. The boundaries are clear — and firm.
Sometimes, with friendships/relationships, things can get complicated because folks feel like they have a right to say or do certain things based on the longevity of the dynamic or how emotionally invested they are — and boy, when boundaries get crossed, that can cause all types of issues. With a confidant, for the most part, things are crystal clear. For instance, when my confidant and I decided that we were going to serve that role for each other, we agreed that it could be any time of the day, that we would ask each other if we wanted advice/information/insight or not (more on that in a sec) and even if we stopped being confidants, whatever was discussed would never go past each other.
Hmph. Even if you have to go back to your high school days, I’m willing to bet that there is a former friend who didn’t have this kind of integrity when it came to some of what they knew about you when you were still cool with them. You see, true confidants aren’t interested in getting their “lick backs.” Their investment isn’t so complex that they emotionally even want to. In fact, I’m not sure if there is any dynamic that I have that is more clear about its purpose than the one that I have with my confidant. The limits are uncomplicated and respected. Period.
4. They are awesome stress reducers.
I don’t do social media and my life is quite peaceful because of it. However, there are studies which state that people (especially women) find that sharing intel on social media platforms helps to reduce their stress levels. That said, I’m also sure it’s not a surprise that research also says that having a reliable support system can decrease stress levels as well. However, what you may not know is there is also data which says that if you suppress your secrets, it can ultimately cause you to feel disingenuous and isolated. Not only that but secret-keeping can also increase your tension levels, invoke feelings of shame (depending on what the secret is) and heighten levels of anxiety and depression.
I’d venture to say that a big part of this is because we are relational beings and when we keep things to ourselves, it can cause us to overthink and/or beat ourselves up. Meanwhile, getting things out can make us feel seen and accepted. A confidant can make this happen. In fact, other studies reveal that having a confidant can make you better at resolving conflicts, exerting emotional control, coping with challenges, being more mentally resilient and being more positive and content overall.
5. You can get advice — or not.
Last one. Something that I’ve gotten into the habit of doing when it comes to the person who I am an (officiant) confidant to is asking, before they even say anything, “Do you want me to listen or do you want me to say something about ‘it’?” Listen, I know me and I’ve also heard A LOT of off-the-wall stuff from this individual over the years; therefore, I need to brace for if they just need a sounding board or someone to help them “solve” a/the matter.
With friends and other loved ones, sometimes they don’t have the self-control to be quiet — not just in the moment but period. Confidants agree to say nothing, perhaps forever, on a matter…if that is what “their” person so desires. I’m telling you a confidant who is just that? They are literal godsends.
Do Confidant Relationships Have an Expiration Date?
Do Confidant Relationships Ever “Expire”?
Andre 3000 GIF - Find & Share on GIPHYGiphyIf you were paying close attention to what my mother’s husband said, he not only advised having a low number of confidants but not replacing them once you lose them as well. I remember when one of his died; he was absolutely heartbroken. And yet, I get what he meant: his secrets went to eternal rest right along with this confidant which gave him a lot of peace.
And that’s why I think that it you should do some real pondering, praying and even vetting to a certain extent before selecting an official confidant because it needs to be someone who is committed for the long haul to be your ear…because this level of involvement — being willing to hold such sacred information close? You can’t be fickle with that type of dynamic. You pretty much need to take on the stance of “once a confidant, always a confidant.” My confidant and I are just that. No matter what, a human vault for one another, we shall remain.
___
You know, an author by the name of Michael Bassey Johnson once said something that is semi-terrifying and yet another great reason to have a confidant in your life: “Sometimes your dearest friend whom you reveal most of your secrets to becomes so deadly and unfriendly without knowing that they were not really your friend.” Goodness.
The very private side of you, science says that you need someone to share it with.
So, treat yourself to a confidant. A safe place to be totally yourself without expectation.
How dope is that?
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Featured image by Unsplash
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
Shutterstock
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









