The art of self-affirmation has been a way to combat negativity and literally speak life over our lives. When we think of how things like burnout, self-doubt, stress, and anxiety creep into our mental and emotional state and cause us to believe things about ourselves that are the furthest thing from the truth, affirmations act as a powerful tool at combating negative energy. In a world that oftentimes seems intent on making us feel small, devalued, or overlooked, affirmations build us up and act as armor as we battle the everyday pressures and pitfalls of life.
Starting your day with “I am” affirmations can stop your negative self-talk in its tracks, inspire motivation, change your negative thoughts, and encourage an overall optimistic mindset. Through these positive statements, we remind ourselves that we are love, that we are worthy and deserving of great things, that we are beautiful, and that we are capable beyond measure.
xoNecole recently chatted with five successful women about the power of “I am” affirmations in their daily lives. Here’s what they had to say:
Entertainment Journalist, On-Air Host and Producer
Courtesy of Sylvia Obell
Raven B. Varona
"I am capable."
"I can do all things through Christ who strengthens me."
"I know the plans God has for me."
"I have survived 100% of my worst days."
When I get overwhelmed, I begin to question my ability to handle executing under pressure. Imposter syndrome can seep through and I begin to worry I’ve bitten off more than I can chew, that I’ve pushed my abilities to their limits. As a freelancer, I don’t have just one manager who can see the big picture of my workload and say, "Okay, her plate is full right now.” No one knows what it looks like but me.
My podcast producers only see that angle, an editor has no idea that when they’re pulling me left, another editor from a different publication may be trying to pull me right. These affirmations remind me who I am and what I can do. They help me tap into the boss energy that requires pushing back and setting boundaries when necessary. And they remind me that I’m not doing it in my own power, that God is with me as I navigate it all.
"These affirmations remind me who I am and what I can do. They help me tap into the boss energy that requires pushings back/setting boundaries when necessary. And they remind me that I’m not doing it in my own power, that God is with me as I navigate it all."
I think of success as a mountain, the higher the altitude the thinner the air. I realized at a certain point that I’m going to need an oxygen tank to survive the high altitudes that come along with working at this level. Affirmations, my faith in God, and my tribe are all my oxygen tank. They keep me going. I wouldn’t be able to do what I do otherwise.
Affirmations are important because we live in a world that takes every chance it has to tell Black people, Black women especially, that we are not enough, that we are unworthy, and that we are not beautiful, etc. We have to combat all that negativity. We have to face it head-on so that it doesn’t sink in. The best way to fight lies is with the truth. Affirmations are the truth. Repeat them daily so they sink in more than society’s lies.
Founder of OMNoire
Courtesy of Christina M. Rice
“I am a multi-millionaire wellness entrepreneur, author, coach, and speaker.”
This is the same affirmation I have had for six years. I have several but this is my top one. I have it written down in my journals, on my computer, and on my phone. I may not recite it or see it every day but it’s ingrained in my work ethic every day. So even days I am overwhelmed, hectic, frustrated, and tired, this one "I am" affirmation is my constant reminder of what I am striving for in life. "I am" affirmations are the zoomed-out view of your life six months, twelve months, three, five, or ten years from now.
Start with one over-arching affirmation like mine above and then break it down into small digestible bites, what I call incremental manifestations. If I know my goal one, three, or five years from now is to be a multi-millionaire wellness entrepreneur, author, coach, and speaker, then the daily hats I wear are leading me to that goal, such as ideating new ways to generate revenue for the business, hiring the best talent, honing my public speaking and writing skills, and more. I’m a visual person so I tend to write an affirmation at the top of my daily to-do list which helps to ground and recenter me, then focus on what I need to do today to get to where I want to be tomorrow.
"What you put intention towards, gets your attention; what gets your attention, gets your power. You have a choice every day on where your power goes. Is it focusing on all the bad or is it leaning into all your infinite possibilities?"
We spend most of our lives in our heads, so make sure it’s a pleasant place to be. One thing I’ve learned over the years is this…what you put intention towards, gets your attention; what gets your attention, gets your power. You have a choice every day on where your power goes. Is it focusing on all the bad or is it leaning into all your infinite possibilities? That decision is solely up to you. Operating from an abundant, positively affirming mindset takes a lot of work. Hard work and practice. There are days a negative thought may pass through my mind and I stop it immediately and recite something positive and affirming.
I notice an immediate shift in my mood when I do so and that energy, that delight, and joy in knowing I have this much power over how show up in my world, translates into how I show up to my work and my life every single day. Affirmations give us hope. Affirmations expand our worlds to what’s possible. Imagine if every day your spirit was set ablaze by experiencing how good and delicious life could be; if you just believed in yourself, if you constantly affirmed your dreams and capabilities, if you surrounded yourself with others who live in this same truth. You would be unstoppable.
200 HR Certified Yoga Instructor
Client Services Manager, xoNecole.com
Courtesy of Tyeal Howell
Kaye McCoy
"I am not defined by what I do, but by who I am."
"I am safe, secure, loved, and protected."
"I am capable."
"I am allowed to rest."
"I am present with my body, mind, and spirit. I am here, right now."
I start my day with affirmations. I have several colored sticky notes (Being Mary Jane-style) on my bathroom mirror so they are the first thing I see when I'm up from bed. When I start my day like this, it doesn't matter how busy my day is ahead of me. Time with self is so necessary in my life. I am a mother, I live alone and I work from home. My office is my home so keeping up around my apartment is basically a second full-time job. As a client services manager at xoNecole, it's my responsibility to keep our projects organized and moving on track. So, if I'm not organized and on track I can't handle my business. My affirmations help me connect with myself first to be able to show up for my daughter and the world.
"I believe that everything in life is mental. What we focus on becomes reality. What we believe about ourselves is the only truth that exists."
I first realized the significance of my affirmations when I spoke a cross-country career move into existence. I moved from Los Angeles to Atlanta and started my own business in 2018. I had been affirming my ability to accomplish those goals for over a year with my daily affirmations. When I was finally able to see how much I've accomplished and how capable I really was of achieving certain success milestones, I realized that affirmations are an essential part of my lifestyle. Affirmations also got me through my labor and delivery process with my daughter. In between contractions in the hospital, I spoke some powerful affirmations over myself and my daughter and they really helped me stay in the zone and focused on meeting my baby girl for the very first time.
I believe that everything in life is mental. What we focus on becomes reality. What we believe about ourselves is the only truth that exists. My love language is words of affirmations. If I can't show that love to myself, I cannot expect anyone else to show it to me. Affirmations have been life-changing for me and I hope everyone takes some time to define what they affirm about themselves and their futures.
Founder of Manifest Daily
Courtesy of Dheandra Nicolette
"I am strong."
"I am worthy and deserving of everything that I want in this life."
"I am a powerful co-creator of my reality."
Throughout the week, I'm balancing my role as Director of Social Media at a travel media company beside my role as the sole content creator behind Manifest Daily. This daily balancing act means that I'm often holding myself and my work to incredibly high standards because of my goals and the reality that I am manifesting. Returning to these affirmations and reminding myself that I am deserving of the things I am working towards helps me combat imposter syndrome and the feeling that I am not doing enough.
As a woman, I am constantly trying to balance my masculine and feminine energies while bringing my best self to both my team and my content creation process every day. It's essential for me to remind myself that this process isn't easy, but I am strong enough to do it.
"It's essential for me to remind myself that this process isn't easy, but I am strong enough to do it."
When you take the time to reaffirm positive affirmations to yourself consistently, you're choosing to speak kindness and love over yourself, which affects you in so many ways. Affirmations need to be spoken with intention, positive energy, and a genuine desire to show yourself compassion. When you do this, you're reminding yourself that you're worthy of love, respect, and kindness. You not only begin to treat yourself with more of this energy, but you begin to project it on to others as well.
It creates this ripple effect where you end up constructing a much lighter and brighter world for yourself simply because you chose to start with the small yet powerful intention of showing up for yourself.
Founder/Editor-In-Chief of The Gumbo
Courtesy of Nadirah Simmons
"I am doing what I can with what I have."
My affirmation is a play on my favorite Arthur Ashe quote: “Start where you are. Use what you have. Do what you can.” It’s so easy to get caught up in what others are doing, what they have, or what they’re doing with what they have. And as someone whose tasks and roles require them to be on the internet and social media every day, the exposure to these things increases tenfold.
My affirmation is a good reminder to always remain focused on my work, my path, and the tools I have right in front of me. When the world quite literally stops, you start questioning who you are and what your purpose is. During the beginning of the pandemic for sure, especially when we were all in isolation.
"I realized that affirming I’m in the right place with the tools I’ve been afforded at that very moment helps remove the pressure to present myself to the world in a certain way."
I realized that affirming I’m in the right place with the tools I’ve been afforded at that very moment helps remove the pressure to present myself to the world in a certain way, always working, always having something new coming out, etc. It’s cool to just be where you’re at when you’re there.
Affirmations often reflect what we believe and who we are at our core, and they also give us the space to state these things as facts! When you do this, it can only enhance the way you feel about yourself and your place in the world around you.
Featured image courtesy of Nadirah Simmons
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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
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."
Courtesy
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."
Courtesy
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