I love my male friends. I really do. There are a billion reasons why, but one of them is because I find myself having the most random conversations with them about stuff that I probably wouldn't give too much credence to otherwise. Take bathing, for example. On the rest and relaxation tip, there aren't too many things that I enjoy more than soaking in the bathtub. Not only does it feel good, but it comes with all sorts of health benefits including the fact that it destresses us, reduces bodily inflammation, lowers our blood pressure, burns calories (some experts say even as much as a long walk does) and even strengthens our immune system.
As I was sharing some of this with a male buddy of mine, he wasn't moved in the least. He actually loathes baths and it's for one main reason. "Shellie, baths are gross. How are you getting clean when you are washing up in your own dirt?" I mean, he kinda has a point. Not a strong enough one for me to quit taking baths altogether, but definitely enough of one to make me do some digging around to see if I'm doing this whole bathing thing right. Come to find out, there were a few areas I could stand to improve on. Hmph. Bathing etiquette. Who knew?
And how can you know if you're bathing "right" or "wrong? Go down this checklist. How many things are you able to nod your head up and down about?
1. Thoroughly Clean Your Bathtub
Brace yourselves because, out of all of the things that I'm about to share, this point will probably evoke the most "ewws".
Did you know that the average bathtub contains 100 times more germs than—wait for it—a trash can? A TRASH CAN.
This is why, before I even get into the rights and wrongs of bath time, it really is important to mention that bathtubs should be thoroughly cleaned after each and every use. If you'd like a few refresher tips on how to get yours to shine and sparkle, there are a couple of good tips here, here and here.
2. Decide What Type of Bath You Want to Take
Not all baths are created equal. Yep, in their own special way, each one has a theme. Although there are dozens of combinations, the ones that come off the top of my head is the stress-relieving bath, the pain-decreasing bath, the "Calgon, take me away" bath, the insomniac bath and the romantic bath. Based on whatever it is that you're trying to achieve up in that tub of yours, that will let you know what to bring.
For instance, if you're taking a bath after working out (if this is the case, try and wait an hour; your body is "too hot" for hot water following exercising and cool water could "shock" your system), bring in some Epsom salt. If it's a bath to help you to sleep, some lavender oil could do you a world of good. Or, if you plan on bringing someone in there with you, a few rose petals and a bottle of wine—which you were probably going to use regardless—will set the scene perfectly.
3. Have Herbal Tea, DIY Body Wash and Essential Oils on Tap
One of the best ways to get herbs into your pores is to put a couple of herbal tea bags into your bathwater (if you want to learn how to make some lavender tea bags, click here). If you're wondering what some of the best herbs for bathing are—chamomile will relax you; ginger root will detox you; comfrey leaf will heal wounds and reduce scars; calendula will relieve muscle spasms (if you drink it, it can help to regulate your period too) and peppermint will boost your immune system.
Two other things that you should have close by is body wash and some essential oils that you can drop into your bathwater. On the body wash tip, I'm a huge fan of making your own (some cool YouTube videos include "DIY African Black Soap Acne Wash, Body Wash, and Shampoo", "How to Make Homemade Natural Bodywash" and "How to Make Natural Body Wash | Honey Coconut Body Wash"). As far as oils go, eucalyptus will help to clear your sinuses; bergamot will relax you; a combo of sage and mint will help to balance you out; citrus will reenergize you and cloves and cedarwood will relieve stress.
4. Use the Right Kind of Soap (and Not Too Much of It)
Is there such a thing as using too much soap? Indeed, there is. If you "over-wash", it can dry out your skin. Not only that, but sometimes too much soap can desensitize your skin to the ingredients in it to the point where the soap no longer fights off the germs that it's created to remove.
If you're wondering what kind of soaps will do your body good while you're taking a bath, Byrdie did a pretty cool write up on the best ones, based on your skin types and needs, for 2019. You can check it out here.
Speaking of feeling clean and smelling fresh, if you're still using a popular commercial brand of deodorant, another read that's worth your time is "How to Detox Your Armpits and Switch to a Nontoxic Deodorant". More and more reasons are coming out for why using "typical" deodorant is not good, but if you want to add another to your list, if you apply it right after getting out of the tub, it can dry out your armpits, making them all itchy and irritated. So yeah…don't do that (anymore).
5. Do Not Shave Immediately Before Bathing
A mistake that I sometimes make on my pedicure appointment days is shaving my legs. The reason why this is such a no-no is because when you shave, it opens up your pores and sometimes creates nicks in your skin too. The bacteria and germs that are in your pedi or bathwater can get into those places; you definitely don't want that. Another problem that can arise from shaving before bathing is it could cause your pores to look dry and dull. So yeah, wait until you are out of the tub before pulling out your razor.
By the way, if you're in the market for a new all-natural shaving product, check out "7 Best Organic & Natural Shaving Creams For Men + Women".
6. Warm Up the Bathroom
Here's something that I found to be interesting. Did you know that it's always best to have your bathroom temperature and the temp of your bath water to be as close to being the same as possible? The reason why is because our body is best able to perceive temperatures, in general, by comparing our internal temperature to that of the temps that are around us. I'm pretty sure you don't want it to be a sauna up in there, so around 70 degrees is pretty good.
7. Make Sure the Bathwater Is Lukewarm
As far as bathwater temperatures go, anything above 39 degrees Celsius or 102.2 Fahrenheit can result in a psychological effect that could be counterproductive for your health. The reason why super hot water isn't the best is because the blood vessels on our skin's surface dilate when they touch hot water; that can sometimes result in a heavier blood flow than we need which could put a slight amount of strain on our heart. On the flip side, if the water is too cool, it narrows our blood vessels which isn't good either.
If you want to use cold water, reserve it for showers that are under seven minutes instead. It's a good final rinse on hair wash days because it will seal your cuticles, and a good final rinse for your skin because it can relieve sore muscles while closing up your pores.
8. Add Some Honey and/or Olive Oil to It
If it seems like, no matter what you do, you can't seem to get your skin soft enough, try adding a ½ cup of honey and/or ¼ cup of olive oil. Honey is a natural humectant (it draws moisture into the skin from the water that it's around) and olive oil is loaded with all sorts of antioxidants and antibacterial properties that will protect your skin, seal in moisture and keep your skin baby soft smooth.
Just make sure to pour these things under a faucet of warm running water. That way, they will dissolve fully.
9. Cleanse, Then Remove Your Loofah/Sponge/Scrubber Immediately Following
The thing that you're using to exfoliate your body is removing tons of bacteria and dead skin cells. That's why, once you're done using it, it's not good enough to simply run it underneath your faucet and hang it up. You need to wash your loofah, sponge or body scrubber and then place it somewhere where it can thoroughly dry out. Otherwise, you are setting yourself up to have a moldy situation on your hands.
As far as how to clean these items, some experts recommend soaking them in bleach for five minutes and then thoroughly rinsing them out. They also say that it's a good idea to replace your loofah or sponge every 3-4 weeks (how long have you had yours?), that you should never use it on your face or va-jay-jay and, to keep bacteria from creeping into your skin, you should definitely avoid using it for 1-2 days after you shave.
10. Time Your Towel Drying
Your towel is going to dry you off and keep your warm, no doubt about that. But it's also going to remove any remnants of bacteria off of your skin; that's why it's not a good idea to keep it wrapped around you for longer than 15 minutes or so.
Between the dampness of your skin and the towel itself, that could trap in moisture and bacteria which is a breeding ground for more germs.
Also, make sure not to use the same towels for the rest of your life. If you're curious about why I say that, I wrote more about it in the piece "When Should You Replace Underwear, Make-Up, Bedding, Washcloths & Towels?".
BONUS: Considering Taking a Shower---First
And then, a bonus, for my male friend and anyone who thinks like him. If, no matter what, you just can't seem to shake the thought of dirt and soap scum floating in your bathwater, you can always take a shower, clean the tub and then soak in the bath. That way you can feel clean and still reap the rewards of bathing. Hey, it's just a thought.
Now let me get off of this thing and take a bath. The right way.
Want more stories like this? Sign up for our newsletter here and check out the related reads below:
Why I Am No Longer Using Washcloths & Loofahs To Shower
9 All-Natural Ways To Quench Dehydrated Skin
Love On Yourself With These 7 All-Natural DIY Vaginal Washes
Feature image by Shutterstock
- 5 Things You're Probably Doing Wrong In The Shower | HuffPost Life ›
- How to Take the Best Bath Possible ›
- 10 Shower Habits That You've Been Doing Wrong Your Whole Life ... ›
- How to Take Bath in Right Way? - Know Agathiyar's Bathing Method ... ›
- The Best Essential Oils to Add to Your Bath Safely ›
- 10 Right Ways to Take a Shower (You're Probably Doing It Wrong) ›
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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
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
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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