Y’all, I ain’t got not one lie to tell you. With the way that this summer has gone in my world (check out “I've Been Estranged From My Mom For Years. She Died Last Week.” and “I Was Hired To Be An Online Life Coach. Then Got Scammed For $4K. Here's How To Avoid This.”), I am not surprised in the least that it caught me off guard that, once again, we are officially in the drafting portion of yet another cuffing season.
What I will say threw me a bit is that there are actual dating trends in cuffing (did y’all know that?), and one of them happens to be something called “winter coating.”
What do I personally think about cuffing season? I think it’s more than a notion and you should proceed with caution. As far as the subset of it that is known as winter coating, though — well, as you’re about to see, if you’re going to try to take it on, you absolutely need to know what you are getting yourself into because if you lie to yourself, it may not exactly give you the results that you were looking for.
Read on to see what I mean by that…
What Is the Science Behind Cuffing Season?
GiphyOkay, so first let’s get into if cuffing season is a “real thing” or not. Well, from what I’ve read and researched, apparently, someone should send an artist by the name of Musa Murchison a Cash App because, although she isn’t the originator of the phrase, she does seem to be the one who made it popular by shouting it out back in 2008 on her campus radio show. And yes, beyond the term being something that comes up on social media, like clockwork, right around this time every year, there does seem to be some real science behind it all — even if you want to chalk what I’m about to say up to being nothing more than mere coincidence.
What do I mean specifically? Well, being that cuffing season is (generally) all about finding someone to boo/bae up with before the weather drops below freezing, only to potentially break up with said-person once the temperatures start to rise again — did you know that dating apps tend to pick up on traffic between October and December (although the most popular dating app day is Dating Sunday which is in January)?
Did you also know that dating, in general, tends to happen the most between November and February? And, if you do decide to take what I just said seriously, it also shouldn’t surprise you that most children (in the US) are conceived during the fall and winter seasons as well. So yeah, at the very least, it does seem like people want to get “closer than close” the colder it gets outdoors.
And exactly why is that? Chile, you can read an article that I wrote for the platform last year entitled, “Did You Know Fall & Winter Are The Best Times To Have Sex?” to put two and two together on that tip.
Cooler (and even rainier) weather. Pumpkins (which are a bona fide aphrodisiac; especially for men) being in abundance. Being indoors more often. The romance of the holiday season. Shifts in our DNA making us hornier (not to mention the fact that men find women more attractive during the colder months — no joke). All of these things literally help to create the perfect storm as far as cuffing season is concerned.
8 Interesting Straight-Up Facts About Cuffing Season
GiphyI’m pretty sure I’ve mentioned in one of these articles on here before that a web series I enjoyed watching last year is called Cuddle Season. You can currently watch it on — yep, you guessed it — Tubi; it’s all about some not-so-slim fellas adoring what the cooler weather brings them as far as female company is concerned. LOL. As I thought about it and all of the other intel that I just provided, I decided to further solidify the impact that cuffing season provides by bullet pointing a few other semi-fascinating facts.
1. 1 in 3 individuals find cuffing season to be a real phenomenon, although more millennials are caught up in the hype than those who are older than they are (by the way, 54 percent of Gen Zers find the holiday season to be the perfect time for finding a potential partner too).
2. Although around 30 percent of individuals think that cuffing season is mostly about staying warm, about 45 percent think it’s more about avoiding loneliness.
3. 60 percent of people who tend to feel lonely during the fall and winter will rely on dating apps to bring about some sort of mental and emotional relief.
4. Getting “cuffed up” has actually been proven to reduce anxiety and stress.
5. Not everyone thinks that cuffing season is (potentially) selfish or shallow. In fact, the most engagements transpire between November and January.
6. Know all of those holiday movies where single people fake being in a relationship during the holiday season in order to avoid any pressure from family members and friends? Apparently, it’s art imitating real life because one popular study revealed that a whopping 40 percent of singles have asked a friend to pretend to be their date during the holiday season.
7. Testosterone levels are higher in men during cooler months while being lower in hotter seasons. Women’s eggs are apparently in optimal condition during the fall and wintertime too.
8. Some researchers actually finding “cuffing” to be a means of literal survival due to the fact that (affectionate) touch lowers stress and, since stress is attached to health-related issues like digestive issues, a lower libido, irregular cycles, heart disease, headaches, depression and shortened longevity — well, yes, cuffing season could potentially be a lifesaver.
Okay, So What Is Winter Coating All About?
GiphyAight, so now that you know more about cuffing season than you possibly ever thought that you would, what in the world does the dating term “winter coating” come from? Well, the long-short of it is…what some of y’all call “spinning the block?” How I oftentimes see it is “hitting a cul-de-sac.” LOL. Yes chile, if you decide to participate in winter coating activities during cuffing season, what you’re essentially doing is making the intentional decision to either reach out to an ex or — respond to one who decides to call, text, DM or email you, seemingly out of the blue.
Now the interesting thing about winter coating is it’s not really something that dating experts are thrilled about. One reason is because if someone is in your past, you’ve got to remember that it got to that point for a purpose. Another issue is because, well, why did you/they wait until cuffing season to try and reach out/rekindle something?
Usually, the motive for that is because, oftentimes, the combination of nostalgia mixed with the feeling that love bombing is easier to do on an ex than anyone else. And while that indeed may be true, does that sound healthy and long-term beneficial to you? Yeah, me neither.
Yeah honestly, when you really stop to think about it, winter coating seems a lot like what we do with our actually winter gear — we cram it somewhere where we don’t have to deal with it until it gets cold outside and then we pull it out from a closet, hope chest or under our bed to use it all (and up) for a couple of months — until we don’t need it anymore…and then we discard it all over again. SMDH.
So, if you’re someone who is an avid fan or big-time participant of cuffing season, before you decide to bring winter coating into the mix, really ponder if it’s a good idea or wise decision — because doing something that keeps you warm for a few weeks only for it to turn you cold afterwards…that typically turns out to be more counterproductive than anything else.
5 Tips for Guarding Your Heart (and Perhaps Genitalia) During Cuffing Season
GiphyMatter of fact, while we’re on the topic of cuffing season overall, let me share a few tips to keep you as unscathed as possible, period:
1. To thine own self be true. It’s a French philosopher by the name of Jean de La Bruyère who once said, “It's motive alone which gives character to the actions of men.” You know, the reason why a lot of people trip their own selves up in life is because they aren’t being honest with themselves about WHY they do the things that they do. That said, if you’re going into cuffing season just to have someone to cuddle up and watch Hallmark movies with until spring — have at it.
However, if you’re using cuffing season in hopes of getting something more out of it, SAY THAT. The more honest you are with yourself about your intentions, the less disappointed, disillusioned or hurt you will be…regardless of how things may play out in the end. You were genuine. Karma has taken note.
2. Think about your short and long-term (relational) goals. Let’s be real — for most people, cuffing season is a short-term goal. So, if you want something that is fleeting, do you. On the other hand, if you’re looking for something more meaningful, playing all of the games that come with cuffing season is not going to be your best bet — especially when it comes to the whole winter coating thing.
Yeah, please keep that in mind as you and your ex are taking a walk down memory lane because, more times than not? It’s probably going to lead to (another) dead end. If not immediately…eventually. Bottom line with this one: cuffing season only thinks about the present. Make sure that you also factor in your future.
3. If he’s your ex, don’t sugarcoat why. I’m not the person who thinks that an ex can’t be upcycled — just make sure that you aren’t merely recycling him. The difference? Recycling is using something old (or used) all over again. Upcycling is taking something old (or used) and making it better. That said, sometimes time gives people the opportunity to grow and that can make the “take two” of a relationship better.
Just make sure that if you are entertaining getting back with an ex that you are real with yourself about why the relationship ended to begin with. If you see signs of that mess/drama/ridiculousness still hovering around — cuffing season or not, you should probably take a pass. Why let him infiltrate your holiday season with some bullshishery that you will carry with you for years to come? Girl, uh-uh.
4. DO NOT follow your heart. If you’ve read enough of my relational content, you know that I can’t stand the motto, “Follow your heart”. The fact that it’s not biblical should be reason enough — and it’s not because Jeremiah 17:9-10 says that the heart is deceitful and that’s because emotions can indeed cause you to think/believe that something is one way when it may indeed be something else. And so, as you go into cuffing season this year, follow facts and reality.
That is biblical too: “It’s best to stay in touch with both sides of an issue. A person who fears God deals responsibly with all of reality, not just a piece of it.” (Ecclesiastes 7:18 — Message) In other words, if how you feel is conflicting with what you see — pause, ponder and reflect.
5. Avoid peer (and social media) pressure as best you can. I don’t even know if people would give a damn (at least so much) about cuffing season if social media didn’t talk about it so much. And don’t even get me started on just like peer pressure can get kids and teens to go against their core values and/or participate in risky behavior, it can impact adults in a similar fashion.
Bottom line with this point: Don’t engage in cuffing season or winter coating just because you see other people doing it. If your mind, body and spirit are telling you that it’s not what’s best for you — TAP OUT. You’ll be just fine.
____
Winter coating. Hmph.
Your best bet: Buy one to wear and avoid this dating trend.
The former is an investment. Chances are the latter is a complete waste (of time).
Just sayin’.
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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."
Courtesy
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."
Courtesy
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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