Y’all, there is one reason and one reason only why I decided to write about this. I mean, I do hair content fairly often, and so it tracks that I would tackle this topic at some point. However, my actual reason for pitching it is because if you happen to be a full-time naturalista like I am, when you’re trying to maintain your own hair’s curl texture and pattern, and you find yourself getting frustrated, it’s important to keep in mind that oftentimes you simply need to combat what oftentimes goes under the radar: FRIZZ.
Since summer is the time of year when the things that cause frizz to happen are very much in full effect, let’s dive into what causes frizzy hair, along with some super effective ways to combat it. That way, you can have fewer “bad hair days,” and you won’t have to rely on protective styles so much of the time (unless, of course, you want to).
What Causes the Annoyance of Frizz to Begin With?
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You know what’s a trip? Because I have finally mastered how to tame my own frizz, I get that a lot of times, whenever we, as Black women, get frustrated with our hair, we think it’s because of our coils when it’s really because frizz is jacking them up; once the frizzing is under control, suddenly all is right with the world.
How can I be so sure? It’s because of the fact that frizz is the reason why our hair cuticles end up not being smooth, and our hair strands end up looking all crazy while being hard to style. And what causes that drama to begin with? Humidity is definitely a top culprit; that’s because when there is moisture in the air, it can cause your cuticles to swell up (just for the record, washing your hair in super-hot water can lead to frizzing because it can cause humidity).
Know what else can cause frizz? Anything that dries out your hair, whether it’s heat styling tools, hair dye, or hair products that end up stripping your hair of the hydration that it needs. Why? Because your hair produces natural oils that help to keep your cuticles smooth, and when those oils are lost, that also can wreak some serious havoc on your cuticles and cause your hair to look frizzy instead of curly.
So, you know what this means, right? If you want to have less frizz and more of your natural curl definition, your hair needs more moisture, less heat, and as little hair manipulation (via styling) as possible. The following 10 things can help you out across the board.
1. Go with a Sulfate-Free Shampoo
Some people think that sulfate shampoo is the devil. I don’t. If you happen to be someone who uses a lot of product on your hair, at some point, you’re gonna need that type of hair cleansing product because it’s able to remove gunk from your tresses like nobody’s business. The key here is to not wash your hair with it all of the time because it really is a lot like detergent is to clothes. Also, definitely follow up with a deeply penetrating deep conditioner (to restore the moisture that was lost). You may also want to go without doing a protein treatment on the days when you use this type of shampoo.
Protein treatments are bomb; however, they tend to be “hard” on your hair enough without sulfates getting into the mix at the same time.
So yeah, outside of trying to clarify your hair, go with a shampoo that is sulfate-free. Something that I’m personally a big fan of is shampoo bars. Etsy has a lot of them that are made with all-natural ingredients. Just go to the site and put “shampoo bars” in the search field to see which ones will meet your hair (and scalp’s) personal needs.
2. Apply a Conditioning Hair Mask on Wash Days
Whenever I write hair articles for the platform, it’s rare when I don’t shout out the importance of deep conditioning; that’s because it’s one of the most effective ways to penetrate your hair shaft with lots of moisture that lasts longer than just a couple of days. What doesn’t get as much attention as it deserves is talking about hair masks.
Kind of look at them like how a mask works for your skin when you’re getting or giving yourself a facial — it’s an extra pampering step that can do your hair strands a ton of good. Hair masks can do everything from strengthening your hair and reducing damage to soften it and help to prevent frizz. Two other cool things about hair masks are they have a way of protecting your tresses from extreme weather conditions, and they can help to promote a healthier scalp as well.
There are plenty of hair mask options that you can buy. Or, if you’re someone who likes to go the DIY route, you can read up on some homemade recipes that you can try here, here, and here.
3. Use Your Fingers for Detangling/Styling As Much As Possible
When it comes to detangling or even styling your hair, be careful how much you comb and brush it. The main reason why is manipulating your locks too much can cause breakage and split ends, and that can cause your hair to frizz up. That’s why it’s always a good idea to use your hands during the detangling and styling process as much as possible. Oh, and when it comes to detangling, it’s imperative that you use a brush that was specifically designed to do just that. Check out The Strategist’s article, “This Kids’ Detangling Brush Cut My Hair Routine in Half,” for a few options to consider.
4. Dry Your Hair Gently
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If one of the things that you struggle with is having a pretty good curl definition when it comes to the middle and ends of your hair, yet not so much as far as your roots are concerned, a part of the reason may be due to how you dry your hair. For one thing, when you’re in the process of towel-drying your locks, the friction from a lot of them can definitely cause your hair frizzing. That’s why it’s always a wise move to go with a microfiber towel; it’s gentle on your hair, hella absorbent, and doesn’t require a lot of “cloth movement” in order for your hair to dry in a good amount of time.
Also, if you’re going to rock a blowout, always use a thermal protectant, go with a blow dryer that doesn’t tend to overheat, and try and let the blow dryer attachment (or your brush or comb) go with your hair’s cuticles in downward strokes (like what you see in this video here); that way, you’re not raising them unnecessarily.
5. Keep a Leave-In Conditioner Handy
Something that has definitely done wonders for my hair is applying a leave-in conditioner on my wash days and also to my ends (since they are the oldest parts of my hair) at night. Even though I do a deep conditioning practice every wash day, pretty much within about five days, my hair is out here looking for more moisture. Something that helps to replenish it is a leave-in conditioner.
I will apply it before my blowouts on my wash days (because I tend to blow out my hair and then keep it braided up to keep it stretched out until the next wash day), and then I will apply some to my ends about every other evening before bedtime. Yeah, definitely, if you want to keep your hair quenched and your ends from splitting, a leave-in conditioner is gonna help to make both of those things happen for you.
6. Try a Blend of Avocado and Sandalwood Oil for Dry Hair
While checking out a blog on things that cause hair to frizz up, something that was mentioned was electrostatic repulsion. Long story short, super dry hair apparently gives off a negative charge, and when the dry strands rub against each other, they can cause flyaways and what appears to look like a lot of frizz. Again, as someone whose hair can’t get enough moisture, I’m constantly on the quest to find things that will keep it hydrated, in part, to keep frizz from becoming an issue. One combo that works well is avocado oil and sandalwood oil.
Avocado oil is great for dry hair because it contains magnesium and biotin (to strengthen your hair), it has properties that will add sheen, it will help to define your curls, and it definitely reduces dryness (to your scalp included). Sandalwood is effective because not only does it help you to grow longer hair, but it also helps to keep your ends from drying out — and since, again, your ends are always going to be the oldest parts of your hair, that is definitely a win.
I like to mix two tablespoons of avocado with a few drops of sandalwood essential oil, heat it up, and apply it as a hot oil treatment on wash days from time to time. It's also pretty bomb if you want to use a small amount as a massage oil for your scalp; since avocado oil isn’t super greasy, you don’t have to worry a lot about residue or build-up.
7. Experiment with Moroccan Argan Oil to Smooth Your Cuticles
Argan oil is something that my hair has never really been able to gel very well with. I wish it did, though, because I am constantly seeing articles like Vogue’s “Why Argan Oil Is Considered 'The Liquid Gold' of Hair Care.” Aside from the fact that it’s loaded with vitamins D and E, argan oil contains anti-inflammatory properties and helps to treat dandruff and dry scalp (which aren’t the same thing; check out “Stop Scratching: The Differences Between Dandruff And Dry Scalp;” deeply hydrates; helps to increase elasticity, and it also reduces the chances of your hair developing split ends and breaking off — all of which play a solid role in keeping hair frizz at bay.
8. Honey Can Seal Your Hair Shaft
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I grew up with honey always being in the house, so it’s not like I’m not a fan. Oh, but when I found out that it’s the one food that never expires, it got my respect on a whole ‘nother level, chile. When it comes to your hair, specifically, honey is awesome because it contains properties that promote hair growth, reduce breakage, deeply condition, gently yet effectively cleanse your scalp, and add shine to it, too. Since honey is also a humectant, if your hair is naturally dry, it can keep moisture in your hair longer so that you can keep the curl definition in your hair from frizzing up on you.
One of the best ways to get the most out of honey is to mix a tablespoon (or two) of it with a half-cup of carrier oil like jojoba (it’s a hair strengthener), sweet almond (it’s a moisturizer that won’t leave much build-up) or argan (it’s filled with antioxidants). Zap it in the microwave for 10-15 seconds, apply it to clean and damp hair for 20-30 minutes; then thoroughly rinse with warm water followed by cool water (to seal your cuticles). You should actually notice an immediate difference in the quality of how your hair both looks and feels if you do.
9. Don’t Be Afraid of Hair Serums
Something that I didn’t get into until far too late (in my opinion) is hair serums. Because they tend to be such a polarizing topic, I always thought that they would harden my already naturally dry hair too much to give them a shot. What I have learned is that the key to hair serum success is to take the “less is more” and/or “a little bit goes a long way” approach to them.
When you do that, hair serums can be pretty wonderful for your hair because they contain ingredients that help to boost shine and add definition and, thanks to the silicone that’s in a lot of them, serums are also able to smooth out your cuticles so that you experience less frizz. If you’d like to experiment a bit with hair serums, check out Byrdie’s “The 12 Best Hair Serums That Yield Transformative Results” to see if any of those are able to pique your interest.
10. Keep Those Ends Trimmed
Bad ends are ultimately gonna ruin your hair shaft (because when they split, they don’t stop, they just keep moving upwards). If that isn’t enough of a reason to keep them trimmed, when your ends aren’t even, that’s another reason why your hair may look like it’s frizzing up. Bottom line here — keep your ends trimmed. No one is saying that every six weeks is a cardinal rule.
Just make sure to check your ends on your wash days and, if you notice that they look straggly, feel rougher than the rest of your hair or you have some split ones, at the very least, dust them (check out “Your Ends Are How You Get Length. 10 Things They Desperately Need.” for more on that.). The health of your hair will thank you. Your hair goals will thank you. Frizz will hate you — and that’s a good thing. LOL.
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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
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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