Homecoming season is here, and alumni are returning to the yard to celebrate with their friends and family at the historically Black colleges and universities (HBCUs) that have changed their lives forever.
No matter where their life journeys have taken them, for HBCU students from near and far, returning to where it all started can invoke feelings of nostalgia, appreciation for the past, and inspiration for the future.
The seeds for these entrepreneurs were planted during their time as students at schools like Spelman, North Carolina A&T, and more, which is why xoNecole caught up with Look Good Live Well’s Ariane Turner, HBCU Buzz’s Luke Lawal and Morehouse Senior Director of Marketing and Comms and Press Secretary Jasmine Gurley to highlight the role their HBCU roots play in their work as entrepreneurs, the legacy they aim to leave behind through the work that they do, and more as a part of Hyundai’s Best In Class initiative.
On Honoring HBCU Roots To Create Something That Is For Us, By Us
Ariane Turner
Courtesy
When Ariane Turner launched Look Good, Live Well, she created it with Black and brown people in mind, especially those with sensitive skin more prone to dryness and skin conditions like acne and eczema.
The Florida A&M University graduate launched her business to create something that addressed topical skin care needs and was intentional about its approach without negative terminology.
Turner shared that it is important to steer clear of language often adopted by more prominent brands, such as “banishing breakouts” or “correcting the skin,” because, in reality, Turner says there is nothing wrong with the way that our skin and bodies react to various life changes.
“I think what I have taken with me regarding my HBCU experience and translated to my entrepreneurial experience is the importance of not just networking,” Turner, the founder and CEO of Look Good, Live Well, tellls xoNecole.
“We hear that in business all the time, your network is your net worth, but family, there’s a thing at FAMU that we call FAMU-lee instead of family, and it’s very much a thing. What that taught me is the importance of not just making relationships and not just making that connection, but truly working on deepening them, and so being intentional about connecting with people initially, but staying connected and building and deepening those relationships, and that has served me tremendously in business, whether it’s being able to reach back to other classmates who I went to school with, or just networking in general.”
She adds, “I don’t come from a business background. As soon as I finished school, I continued with my entrepreneurial journey, and so there’s a lot of that traditional business act and the networking, those soft skills that I just don’t have, but I will say that just understanding how to leverage and network community and to build intentional relationships is something that has taken me far and I definitely got those roots while attending FAMU.”
On Solving A Very Specific Need For The Community
Luke Lawal Jr.
Courtesy
When Luke Lawal Jr. launched HBCU Buzz, his main focus was to represent his community, using the platform to lift as they climbed by creating an outlet dedicated to celebrating the achievements and positive news affecting the 107 historically HBCUs nationwide.
By spotlighting the wonderful things that come from the HBCU community and coupling it with what he learned during his time at Bowie State University, Lawal used that knowledge to propel himself as an entrepreneur while also providing his people with accurate representation across the internet.
“The specific problem in 2011 when I started HBCU Buzz was more so around the fact that mainstream media always depict HBCUs as negative,” Lawal says. “You would only see HBCUs in the mainstream media when someone died, or the university president or someone was stepping down. It was always bad news, but they never shed light on all the wonderful things from our community."
So, I started HBCU Buzz to ensure the world saw the good things that come from our space. And they knew that HBCUs grew some of the brightest people in the world, and just trying to figure out ways to make sure our platform was a pedestal for all the students that come through our institutions.”
“The biggest goal is to continue to solve problems, continue to create brands that solve the problems of our communities, and make sure that our products, our brands, our companies, and institutions are of value and they’re helping our community,” he continues. “That they’re solving problems that propel our space forward.”
On How Being An HBCU Alum Impacts The Way One Shows Up In The World
Jasmine Gurley
Courtesy
Jasmine Gurley is a proud North Carolina Agricultural and Technical State University alum. She is even more delighted with her current role, which enables her to give back to current HBCU students as the Senior Director of Brand Marketing and Communications and official press secretary at Morehouse College.
“It was a formative experience where I really was able to come into my own and say yes to all the opportunities that were presented to me, and because of that, it’s been able to open the doors later in life too,” says Gurley of her experience at North Carolina A&T. “One thing I love about many HBCUs is that we are required to learn way more about African American history than you do in your typical K through 12 or even at the higher ed level."
She adds, “It allowed us to have a better understanding of where we came from, and so for me, because I’m a storyteller, I’m a history person, I’m very sensitive to life in general, being able to listen to the stories and the trials that our ancestors overcame, put the battery pack in my back to say, ‘Oh nothing can stop me. Absolutely nothing can stop me. I know where I came from, so I can overcome something and try anything. And I have an obligation to be my ancestors’ wildest dreams. Simultaneously, I also have a responsibility to help others realize that greatness.
Gurley does not take her position at an HBCU, now as a leader, lightly.
“People think I’m joking when I say I’m living the dream, but I really am,” she notes. “So I wake up every day and know that the work that I do matters, no matter how hard it might be, how frustrating it may be, and challenging it. I know the ripple effect of my work, my team, and what this institution does also matter. The trajectory of Black male experiences, community, history, and then just American advancement just in general.”
On the other hand, through her business, Sankofa Public Relations, Gurley is also on a mission to uplift brands in their quest to help their respective communities. Since its inception in 2017, Sankofa PR has been on a mission to “reach back and reclaim local, national, and global communities by helping those actively working to move” various areas of the world, focusing on pushing things forward for the better.
“Through Sankofa, we’ve worked with all different types of organizational brands and individuals in several different industries, but I would think of them as mission-based,” says Gurley.
“So with that, it’s an opportunity to help people who are trying to do good in the world, and they are passionate about what they’re doing. They just need help with marketing issues, storytelling, and branding, and that’s when my expertise can come into play. Help them get to that moment where they can tell their story through me or another platform, and that’s been super fulfilling.”
Join us in celebrating HBCU excellence! Check out our Best In Class hub for inspiring stories, empowering resources, and everything you need to embrace the HBCU experience.
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RELATED
So, we handpicked one hundred It Girls who embody that palpable It Factor moving through us as young Black women, the kind of motion lighting up the world both IRL and across the internet.
It Girl 100 became xoNecole’s most successful program, with the hashtag organically reaching more than forty million impressions on Instagram in just twenty-four hours. Yes, it caught on like wildfire because we celebrated some of the most brilliant and influential GenZennial women of color setting trends and shaping culture. But more than that, it resonated because the women we celebrated felt seen.
Many were already known in their industries for keeping this generation fly and lit, but rarely received recognition or flowers. It Girl 100 became a safe space to be uplifted, and for us as Black women to bask in what felt like an era of our brilliance, beauty, and boundless influence on full display.
And then, almost overnight, it was as if the rug was pulled from under us as Black women, as the It Girls of the world.
Our much-needed, much-deserved season of ease and soft living quickly metamorphosed into a time of self-preservation and survival. Our motion and economic progression seemed strategically slowed, our light under siege.
The air feels heavier now. The headlines colder. Our Black girl magic is being picked apart and politicized for simply existing.
With that climate shift, as we prepare to launch our second annual It Girl 100 honoree list, our team has had to dig deep on the purpose and intention behind this year’s list. Knowing the spirit of It Girl 100 is about motion, sauce, strides, and progression, how do we celebrate amid uncertainty and collective grief when the juice feels like it is being squeezed out of us?
As we wrestled with that question, we were reminded that this tension isn’t new. Black women have always had to find joy in the midst of struggle, to create light even in the darkest corners. We have carried the weight of scrutiny for generations, expected to be strong, to serve, to smile through the sting. But this moment feels different. It feels deeply personal.
We are living at the intersection of liberation and backlash. We are learning to take off our capes, to say no when we are tired, to embrace softness without apology.
And somehow, the world has found new ways to punish us for it.
In lifestyle, women like Kayla Nicole and Ayesha Curry have been ridiculed for daring to choose themselves. Tracee Ellis Ross was labeled bitter for speaking her truth about love. Meghan Markle, still, cannot breathe without critique.
In politics, Kamala Harris, Letitia James, and Jasmine Crockett are dragged through the mud for standing tall in rooms not built for them.
In sports, Angel Reese, Coco Gauff, and Taylor Townsend have been reminded that even excellence will not shield you from racism or judgment.
In business, visionaries like Diarrha N’Diaye-Mbaye and Melissa Butler are fighting to keep their dreams alive in an economy that too often forgets us first.
Even our icons, Beyoncé, Serena, and SZA, have faced criticism simply for evolving beyond the boxes society tried to keep them in.
From everyday women to cultural phenoms, the pattern is the same. Our light is being tested.
And yet, somehow, through it all, we are still showing up as that girl, and that deserves to be celebrated.
Because while the world debates our worth, we keep raising our value. And that proof is all around us.
This year alone, Naomi Osaka returned from motherhood and mental health challenges to reach the semifinals of the US Open. A’ja Wilson claimed another MVP, reminding us that beauty and dominance can coexist. Brandy and Monica are snatching our edges on tour. Kahlana Barfield Brown sold out her new line in the face of a retailer that had been canceled. And Melissa Butler’s company, The Lip Bar, is projecting a forty percent surge in sales.
We are no longer defining strength by how much pain we can endure. We are defining it by the unbreakable light we continue to radiate.
We are the women walking our daily steps and also continuing to run solid businesses. We are growing in love, taking solo trips, laughing until it hurts, raising babies and ideas, drinking our green juice, and praying our peace back into existence.
We are rediscovering the joy of rest and realizing that softness is not weakness, it is strategy.
And through it all, we continue to lift one another. Emma Grede is creating seats at the table. Valeisha Butterfield has started a fund for jobless Black women. Arian Simone is leading in media with fearless conviction. We are pouring into each other in ways the world rarely sees but always feels.
So yes, we are in the midst of societal warfare. Yes, we are being tested. Yes, we are facing economic strain, political targeting, and public scrutiny. But even war cannot dim a light that is divinely ours.
And we are still shining.
And we are still softening.
And we are still creating.
And we are still It.
That is the quiet magic of Black womanhood, our ability to hold both truth and triumph in the same breath, to say yes, and to life’s contradictions.
It is no coincidence that this year, as SheaMoisture embraces the message “Yes, And,” they stand beside us as partners in celebrating this class of It Girls. Because that phrase, those two simple words, capture the very essence of this moment.
Yes, we are tired. And we are still rising.
Yes, we are questioned. And we are the answer.
Yes, we are bruised. And we are still beautiful.
This year’s It Girl 100 is more than a list. It is a love letter to every Black woman who dares to live out loud in a world that would rather she whisper. This year’s class is living proof of “Yes, And,” women who are finding ways to thrive and to heal, to build and to rest, to lead and to love, all at once.
It is proof that our joy is not naive, our success not accidental. It is the reminder that our light has never needed permission.
So without further ado, we celebrate the It Girl 100 Class of 2025–2026.
We celebrate the millions of us who keep doing it with grace, grit, and glory.
Because despite it all, we still shine.
Because we are still her.
Because we are still IT, girl.
Meet all 100 women shaping culture in the It Girl 100 Class of 2025. View the complete list of honorees here.
Featured image by xoStaff
Kayla Nicole says she wore a dress that was once worn by Braxton herself for the Halloween costume. “It’s not a secret Toni is more on the petite side. I’m obsessed with all 5’2” of her,” she tells xoNecole via email. “But I’m 5’10'' and not missing any meals, honey, so to my surprise, when I got the dress and it actually fit, I knew it was destiny.”
The episode was the perfect way for the multihyphenate to take control of her own narrative. By addressing the viral moment on her own platform, she was able to stir the conversation and keep the focus on her adoration for Braxton, an artist she says she grew up listening to and who still makes her most-played playlist every year. Elsewhere, she likely would’ve received questions about whether or not the costume was a subliminal aimed at her ex-boyfriend and his pop star fiancée. “I think that people will try to project their own narratives, right?” she said, hinting at this in the episode. “But, for me personally – I think it’s very important to say this in this moment – I’m not in the business of tearing other women down. I’m in the business of celebrating them.”
Kayla Nicole is among xoNecole’s It Girl 100 Class of 2025, powered by SheaMoisture, recognized in the Viral Voices category for her work in media and the trends she sets on our timelines, all while prioritizing her own mental and physical health. As she puts it: “Yes, I’m curating conversations on my podcast The Pre-Game, and cultivating community with my wellness brand Tribe Therepē.”
Despite being the frequent topic of conversation online, Kayla Nicole says she’s learning to take advantage of her growing social media platform without becoming consumed by it. “I refuse to let the internet consume me. It’s supposed to be a resource and tool for connection, so if it becomes anything beyond that I will log out,” she says.
On The Pre-Game, which launched earlier this year, she has positioned herself as listeners “homegirl.” “There’s definitely a delicate dance between being genuine and oversharing, and I’ve had to learn that the hard way. Now I share from a place of reflection, not reaction,” she says. “If it can help someone feel seen or less alone, I’ll talk about it within reason. But I’ve certainly learned to protect parts of my life that I cherish most. I share what serves connection but doesn’t cost me peace.
"I refuse to let the internet consume me. It’s supposed to be a resource and tool for connection, so if it becomes anything beyond that I will log out."
Credit: Malcolm Roberson
Throughout each episode, she sips a cocktail and addresses trending topics (even when they involve herself). It’s a platform the Pepperdine University alumnus has been preparing to have since she graduated with a degree in broadcast journalism, with a concentration in political science.
“I just knew I was going to end up on a local news network at the head anchor table, breaking high speed chases, and tossing it to the weather girl,” she says. Instead, she ended up working as an assistant at TMZ before covering sports as a freelance reporter. (She’s said she didn’t work for ESPN, despite previous reports saying otherwise.) The Pre-Game combines her love for pop culture and sports in a way that once felt inaccessible to her in traditional media.
She’s not just a podcaster, though. When she’s not behind the mic, taking acting classes or making her New York Fashion Week debut, Kayla Nicole is also busy elevating her wellness brand Tribe Therepē, where she shares her workouts and the workout equipment that helps her look chic while staying fit. She says the brand will add apparel to its line up in early 2026.
“Tribe Therepē has evolved into exactly what I have always envisioned. A community of women who care about being fit not just for the aesthetic, but for their mental and emotional well-being too. It’s grounded. It’s feminine. It’s strong,” she says. “And honestly, it's a reflection of where I am in my life right now. I feel so damn good - mentally, emotionally, and physically. And I am grateful to be in a space where I can pour that love and light back into the community that continues to pour into me.”
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 Malcolm Roberson