In xoNecole's Finding Balance, we profile boss women making boss moves in the world and in their respective industries. We talk to them about their business, and most of all, what they do to find balance in their busy lives.
As we navigate this world, we all are given different opinions and perspectives on how we should be. We've been told to be kind, not mean, be brave, not afraid, and be selfless, not selfish. I don't know about y'all, but as I've gotten older, the definition of these things have definitely shifted for me. Now that I am in my 30s, my definition for being brave may be different from someone else's. Even with the word 'selfish' and the negative association to it, I am sure it leaves a bad taste in your mouth just by saying it. But if I am being honest, being selfish does not have to always be a bad thing.
There are nuances about selfishness that are actually very healthy, especially for those who consider themselves people-pleasers or huge givers. Now I am not saying that giving to others is something we need to stop doing. We all need support and that sense of community. All I am proposing is pivoting our mindsets a little when we think about the word 'selfish' because in reality, focusing on our well-being should be a priority. Taking care of ourselves and putting ourselves first should not be frowned upon.
Recently, I had an amazing conversation with actress Zuri Adele, a woman who made the decision to be selfish through self-choosing, and she hasn't looked back since. Zuri grew up between Palo Alto, California, and Brooklyn, New York. She studied acting at Spelman College, the British American Drama Academy, and UCLA's School of Theater, Film, and Television. Outside of acting, Zuri is very passionate about wellness. In addition to teaching acting at the Oprah Winfrey Leadership Academy for Girls in South Africa and UCLA's TFT, she's led yoga classes, voice workshops, and curated wellness experiences within her communities.
Zuri is well known for her role as Malika Williams on Freeform's series Good Trouble, a spin-off from The Fosters where viewers follow two sisters, Callie and Mariana, as they move to The Coterie in downtown Los Angeles. They meet their new neighbors and journey through their new lives in LA. One of those neighbors is Malika (played by Zuri), a Black Lives Matter activist, and her story centers around showing up for social justice while exploring intersectionality in romance and human identity.
Courtesy of Rikers Brothers
What I love about Zuri playing the role is that showing up for yourself is what this character is all about. The actress has learned through trial and error that as Black women, we do ourselves a disservice by not choosing ourselves first, before we give to others. She shared, "Once I started to learn that self-choosing ripples in such a major way to everyone including myself, it's bigger than me at that point. It is actually more selfish of me to try to be perceived as a good person by doing something that I honestly don't want to do."
In this installment of Finding Balance, xoNecole talks to Zuri about living a liberated life, unlearning certain definitions of selfishness, and the importance of moving your body.
xoNecole: What have you learned from your 'Good Trouble' character, Malika, that has helped you figure out your personal why?
Zuri Adele: I love that question. Thank you for that. Something that I continue to learn through Malika is that everything we do is connected to a divine purpose. I strongly believe in this system from merging with Malika. For instance, my purpose as an actor is that I am a griot. I am a storyteller. I am here to pass on as many stories as I can through my body and voice. Malika is my soulmate in a sense because she is so passionate about collective and Black liberation. She is a griot in her own right and she reminds me that our best life is a liberated one. As one of my best friends recently reminded me, living your most liberated life is your life's purpose.
"Living your most liberated life is your life's purpose."
On the show, we see how Malika is showing up for herself and others through activism. For you, how are you showing up for yourself unapologetically on a daily basis?
I have really been reflecting on this recently. How I like to show up for myself is to make sure that my cup is overflowing. In order to do anything, I try to stay as consistent as I can with my morning and night routines. As creatives, our schedules can get a little hectic, but as long as I carve out some time for me to pour into myself, that is something I prioritize. Trusting my intuition and when my body tells me I need to give it attention has been the best way in taking care of myself.
At what point in your life did you understand the importance of pressing pause and finding balance in both your personal and professional life?
It has really been through trial and error. It has really been through hitting my limits and facing the consequences of doing that. Whether it's people-pleasing, appearing selfless, and just avoiding other people's reactions of how I come off if I act otherwise. Doing that really had cost me money, my health, my peace, and my confidence. Experiencing that made me take a step back and say, 'Wait a minute, I can not survive like this.'
When I did start speaking up more for myself, the outcome actually went above and beyond what I expected. Once I started to learn that self-choosing ripples in such a major way to everyone including myself, it's bigger than me at that point. It is actually more selfish of me to try to be perceived as a good person by doing something that I honestly don't want to do.
"Once I started to learn that self-choosing ripples in such a major way to everyone including myself, it's bigger than me at that point. It is actually more selfish of me to try to be perceived as a good person by doing something that I honestly don't want to do."
Courtesy of Rikers Brothers
What have you discovered through self-choosing that you would like other women to know?
For me, it is really about unlearning the selfish narrative. For so long, I had an adult in my life that would call me selfish when I would self-choose. I really want to encourage people to not listen to those negative voices that are inside of our heads. By choosing myself, I am choosing everyone I am connected to. Self-choosing is also a way we accept our abundance. The more we responsibly choose our abundance, we make room to be able to be of service to others. There are so many moments when we as Black women are taught that we need to put our masks on last, but it's really the exact opposite.
"By choosing myself, I am choosing everyone I am connected to. Self-choosing is also a way we accept our abundance. The more we responsibly choose our abundance, we make room to be able to be of service to others."
What are your mornings like?
When I wake up in the morning, I like to do a morning meditation for about five minutes. Then, I like to read Iyanla Vanzant's devotional book Acts of Faith. I make sure that I do not respond to any calls or messages until after I have read my devotion. I also try to move my body as much as I can. I practice martial arts, yoga, and I have a spin class that I like to go to. I don't believe I have to go through the same loop of routines. I just have to do something where I can move my body. [There are] those t-shirts that say, "I'm sorry for what I said before I ate," [but] my shirt would say, "I'm sorry for what I said before I moved my body."
How do you wind down at night?
If I didn't get to work out, then I would work out at night. After that, I would shower to cleanse the day off. I like to light some candles and get my skincare routine going.
What are your top three favorite self-care practices?
Gardening and taking care of my plants is one of my favorites. Another practice I love to do is acupuncture. It has been really helpful for me. Last but not least is skincare. I don't know what it is, but I didn't know I was going to get so hooked on it [laughs]. Skincare makes me feel like I am just releasing all the toxins out of me.
Courtesy of Rikers Brothers
How do you find balance with:
Friends?
It has been really helpful to know that I am not alone, especially during the pandemic. One thing I will say that my friends and I do is speak up more about what we need. We all work in different fields, so we have different needs. We show up for each other when we can and respect each other's boundaries as well. Making sure that I stay connected to my friends, who are Black women, not only helps me with filming Good Trouble, but also grounds me in my sisterhood and community.
"Making sure that I stay connected to my friends, who are Black women, not only helps me with filming Good Trouble, but also grounds me in my sisterhood and community."
Love/Relationships?
I am really trusting my intuition with what works for me as far as dating. Overall, I have been noticing the red flags way sooner than I did before and simply owning what I need. I actually just hired a matchmaker and it has been really fun! I learned about her on the Therapy for Black Girls podcast. She said this quote in her interview that really stuck with me. So I posted the quote on Instagram and tagged her. She later reached out to me and told me she would love to match me. Her company is called The Broom List and it has been really dope so far!
When you're going through a bout of uncertainty or feeling stuck, how do you handle it?
Therapy is No. 1. I started therapy a little over two years ago. I can't even tell you what I was out here doing before that. Just having that private sacred place to talk through anything has been life-changing. I am able to recognize certain patterns from my past and navigate through that better. I also want to mention the importance of being still. Stillness and not rushing myself has been really helpful for me. I am one of those people who needs time to process to respond how I need to in certain situations. The answer is always within yourself. You just need time to carve out all the noise.
"I am one of those people who needs time to process to respond how I need to in certain situations. The answer is always within yourself. You just need time to carve out all the noise."
And honestly, what does success mean to you? What does happiness mean to you?
Well, in some ways, right now success and happiness go hand in hand, definitely more than they did before. Success and happiness both feel like liberation, and to me, that feels like peace. Happiness doesn't necessarily mean joy. Happiness means peace and knowing that everything is in divine order. Success is when you are living your most authentic liberated life as best as you can with the resources that you have.
I envision myself in a meditative position and, [although] there is a tornado or a bunch of moving pieces around me, I am seated on the ground and still. That is what success and happiness looks like to me. To know that no matter what is going on around me, internally, I am at peace.
For more of Zuri Adele, follow her on Instagram here.
Featured image courtesy of Rikers Brothers
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
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