It wasn't until I actually sat down to pen this piece that I discovered that "creative" (when it's a noun, not an adjective) was as controversial of a word as it is. If you surf around cyberspace, you'll see articles like "Are You Creative or Are You an Artist? (You Might Be Neither)" and the quick read "Who Is a Creative?" But I think it's a few lines in the piece, "What Is a Creative?" that I personally resonate with most. According to it, a creative is an artist, an individual and a thought leader; not one or another—all three.
Adding to that, a true creative is someone who doesn't copy or bite off of others. A true creative doesn't disrespect or dishonor someone's intellectual property. What a true creative does do is tap into their imagination to come up with original ideas. What a creative does do is come up with concepts that are nothing short of original, visionary and inspired. A creative doesn't follow paths; they blaze trails. A creative is someone who not everyone "gets" or even always (initially) supports. The creative doesn't care; they keep on creating anyway. It's the creative's habits and lifestyle that help them to keep on creating.
If you consider yourself to be a creative, first, I salute you. There aren't too many things more amazing' than you. I also think that you'll totally resonate with all of the habits that I'm about to share because, there's a high probability that they are a part of your regular routine (as they are mine).
10 Habits Of Highly Creative People
Creatives Spend Time with the Master Creator
Something that I find to be cool about how God is described in the Bible is, His first introduction is as a creator—"In the beginning, God created the heavens and the earth." (Genesis 1:1) Then, a few passages up, Scripture tells us that He declared, "Let us make man in Our image, according to Our likeness." (Genesis 1:26) To me, it's a reminder that I was made, by the Master Creator, to reflect His image by being creative too. In many ways, creating is a form of prayer, meditation and worship.
So yeah, it is my personal opinion that while creatives may be, well, creative in how they accomplish this first point, in some way, they are intentional about "tapping into" their Creator—whether it's before, during or after (if not all three), they are creating something.
Creatives Think WAY Outside of the Box
Wanna know if something is truly creative? It will be new, fresh and—one of my favorite definitions of original—"arising or proceeding independently of anything else". In order for something to be that, it's got to appear a little strange, maybe even crazy, at first. Creatives don't mind because they know that's what comes with the territory. It's not about if it makes sense to others or can be compared to something else. In fact, if it does, usually to a creative, that means they aren't doing something right.
To a creative, when they are creating something and someone says, "Yeah, I don't get it", that is high praise. It's a confirmation that they aren't working within a box but outside of it, which is just what they wanted to do all along.
Creatives Avoid Negative Things and People
GiphyBack to spirituality for just a second, according to the Bible, the first thing that God made is light. Light is pure. Light illuminates. Light is a form of guidance. Creatives like to get into and stay in the light. In this sense, what I'm speaking of is positivity. Anything that will take them out of a "light space", they will avoid it like the plague because it is negative and negativity is dark and draining.
I recently read an article from a psychotherapist about just how much negativity alters our brains. Instantly, I thought about someone I know who is a creative. Whenever complaining or gossip comes up in a conversation, they immediately excuse themselves. I've seen people get offended by how abrupt they are, but I get it. They'd rather protect their creativity and energy than not appear rude.
That's something else about creatives—they are very loyal, intensely so, to their creative space, both internally and externally. The more light (positivity), the better.
Creatives Listen to (Different Genres of) Music
There are a lot of artists and musicians in my space. When it comes to about half of them, if someone were to ask me what kind of music that they did, I'd categorize it as being "genre-less". That's because you can tell that they are fans of Biggie and Sade and James Taylor and Mozart and Dolly Parton and The Clark Sisters and Duran Duran and all of 90s R&B and Lizzo and Insecure's soundtracks—all kinds of music inspire them.
Same goes for creatives, at large. It's not uncommon for them to create with the most random playlist you've ever heard before (or complete silence). As far as the music goes, that makes sense because scientifically, music makes us happier, reduces stress and improves our learning and memory.
If you are a creative who always has a set of headphones on, I will give you a heads up on an article that I checked out on this very topic. Apparently, if you want to make the most out of your creative time, avoid rock music, only listen to classical if you really dig it and reserve new tunes for when you're relaxing as opposed to when you are creating. (Feel free to hit up the comments section to let me know if this is true for you or not.)
Creatives Unapologetically Require “Me Time”
Only a creative will really appreciate what I am about to say. When we're doing something that is the epitome of being a creative entity, it not only benefits us; it blesses others too. Because this is the reality of creating, this means that our energy is constantly being used with other individuals in mind. That's why creatives have absolutely no problem with falling off of the grid from time to time. In order to remain balanced, focused and secure with oneself, there has to be moments when we get alone in order to hear our own thoughts, cater to our own needs and not hear other people's opinions.
It could come in the form of journaling, binge-watching a show all week long or taking a weekend trip to a B&B. But you can best believe that we're gonna shut the world out sometimes, and it's gonna be fairly often, and we're not gonna apologize for it.
Creatives Make Having Fun and Pleasure a Top Priority
Every year, I make it a point to have a theme word—and an anchor text—for my birthday. My peeps are used to that and so, when they asked me what it was gonna be for 45, I knew right away—pleasure. Some of them gave me a sheepish grin but it's whatever. And yes, I have a Scripture to back it up. Two, in fact. The New King James Version of Psalm 16:11 says, "You will show me the path of life; in Your presence is fullness of joy; at Your right hand are pleasures forevermore" and the Message Version of Ecclesiastes 9:7-8 has a line in it that says, "God takes pleasure in your pleasure!"
What both of these verses remind me is there has to be room for doing what I enjoy, what makes me laugh, what is pure unadulterated fun.
A lot of creatives remain in a constant state of what I call "purpose fatigue" because they act like it's some sort of crime to get off of the clock and do something for the sheer delight of doing it. But seasoned creatives know that if they don't, they will burn out, possibly get sick and end up miserable. Yep, fun and pleasure are constants for creatives. As often as possible too.
Creatives Unplug and Hang Out with Nature
Wanna know one reason why it's a good idea to put your smartphone down more often? It competes with your creativity. Think about it. Pretty much everything that we take in online is the manifestation of someone else's ideas. And while sometimes that can be inspiring, other times, it's nothing more than a colossal waste of time. True creatives know this; that's why there are moments—days even—when they may be unreachable or they'd much rather take a hike than watch a movie. They need to unplug for a bit.
This point reminds me of the classic read The Celestine Prophecy. It spends a significant amount of time talking about how nature teaches us things and recharges us. If you're currently having a creative block, get out of your phone and go outside into the fresh air and sunlight for a bit. Out of all of the things that have already been created, just looking at nature can remind you just how beautiful true creations actually are.
Creatives Make Some Pretty “Strange” Sacrifices
The textbook definition of a sacrifice is to give up something great for something better. I'm not sure if anyone does this better than a true creative. They might let go of a relationship in order to get an idea off of the ground. They might move in with a friend so that they can put their rent money towards a bomb business concept. Although they may traditionally be the life of the party, you might not see them for half a year while they try and turn their art into something that will pay their bills.
To the outside world, going for months eating not much more than quinoa and beans or selling your car so that you don't have to take out a loan may appear cr-a-zy. But not to a creative. To them, the sacrifices that they make now speaks to how much they believe that their dream(s) will manifest—and payoff—later.
Creatives Keep Their Circle Super Tight
Oh, how I wish I could give the person who said this their just due! I just can't remember where I stored the quote. Anyway, it was from a guy who posted on one of his social media accounts that we should be careful who we share our ideas with because they will first try and make us feel insecure about them and then turn around and attempt to do them instead. Pearls. Of. Wisdom.
The funny thing about creatives is, oftentimes a lot of people know who they are without truly knowing them (because someone can't "know you" unless you agree that they do). Because creatives are full of concepts and ideas, they have to be very careful who they open themselves up to. This means that their circle is usually very small because, while they are (hopefully) polite to all, they are intimate with only a few.
It might come off as standoffish at times, but it's not meant to be. Creatives just have to protect their head, heart and inspired space. It will be very difficult for them to create if they don't.
Creatives Take Lots of Risks
And finally, creatives are risk-takers. BIG TIME. However, a wise creative knows that there are such things as good risks and bad risks. What's the difference? I once read a writer compare investing money in the stock market to playing at a casino. Because putting money into stocks typically requires research, you're able to understand the probability of making your money back. It's a risk, but it's a calculated one, making it (usually) a good risk. On the other hand, taking your rent money to casino and playing random games, hoping that you'll be the Black version of Woody Harrelson and Demi Moore in the movie Indecent Proposal (before Robert Redford's character jacked it all up) is basically like playing roulette with your cash, ultimately, making it a bad risk.
Creatives know they have something special. What they also know is a lot of people are hoping that they don't see just how special their ideas and talents are. So, while they do make it a practice to take on ventures, pretty much on a regular basis, they don't do so without doing research, weighing out the pros and cons or without allowing their gut instinct to play a role. They're risky but they aren't super hasty. They know that what's right for them won't pass them by; that the best opportunities will be totally worth the risk and will only take their creativity—and themselves—to new heights. Habitually so.
Featured image by Getty Images
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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
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."
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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."
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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.
Featured image courtesy